I want to start a social norms marketing program in my organization or community. Where do I begin?

There are 5 basic steps to a social norms marketing program:

1. Understand your audience: Who is the target audience? What do they want?

2. Gather data: Surveys and focus groups are 2 common methods.

3. Develop and test the message: The information AND the presentation should fit your audience

4. Implement the campaign: Examples of social norms campaign materials

5. Evaluate the intervention:

• Did the intervention reach the intended audience?
• Was there a reduction in the audience’s misperceptions?
• Did the audience change targeted behaviors?
• Was there a reduction in harmful consequences related to the risky behavior?

For more information about creating a social norms marketing program, visit our page For Practitioners