Social Norms Marketing

What is Social Norms Marketing?

Essentially, the social norms approach uses a variety of methods to correct negative misperceptions (usually overestimations of use), and to identify, model, and promote the healthy, protective behaviors that are the actual norm in a given population. When properly conducted, it is an evidence-based, data-driven process, and a very cost-effective method of achieving large-scale positive results.

Response incorporates data from the Illinois Youth Survey to provide youth with the facts about the prevelance of alcohol, tobacco and other drug use among their peers.  One way that Response currently works with local schools around Social Norms Marketing is by helping to put together the Stall Street Journal.