social norms media campaign Resources
The Social Norms Media Campaign (SNMC) is an evidence-based communications intervention for substance use prevention.
Research shows that a growing percentage, and the vast majority, of American youth are choosing not to use substances. Yet both youth and adults overwhelmingly overestimate the number of 12-18-year olds who use substances. They believe that substance use is more common than it actually is. The truth is that most youth make healthy choices and do not use substances.
The SNMC is designed to correct misperceptions that students have of each other’s attitudes and behaviors with respect to substance use by bringing to their attention the true, positive norms that exist among the student body. In doing so, it offers an opportunity to celebrate the successes and healthy behaviors that are normative.
While a SNMC is easy to understand in concept, implementation requires dedication of time and resources to effectively plan and implement the intervention with high fidelity. When implemented with fidelity, the SNMC can achieve its intended prevention outcomes. This page includes access to an implementation guide that will walk you through the careful planning, implementation, and evaluation of a SNMC that adheres to the core components of this intervention. Additional resources from this guide are also included below as separate files so that you may more easily download and use them.
These resources will be valuable to educators, school administrators, community coalitions, and other prevention professionals who are considering, or are ready to implement, a SNMC in a school setting.
Let us know if we can be of any assistance as you embark upon your SNMC! You can reach us at adapt@wb.hidta.org.
The Truth in Numbers:
A Social Norms Approach to Substance Use Prevention
