Most of Us
What Most of Us Think (and do) May Surprise
You!!
Most youth do not engage in substance abuse, but most may think
their peers do. Similarly, parents may think most teens drink
alcohol, but they may not think it is an issue they need to address
with their own child.
The Youth First Most of Us® social norms marketing approach to
prevention corrects misperceptions like these and, in the process,
changes attitudes and behaviors for the better.
Youth First works in partnership with the Evansville-Vanderburgh
School Corporation (E-VSC) and the Southwest Indiana Schools and
Community Collaborative (SISCC) to implement and promote the Most
of Us® campaign.
The Youth First Most of Us® projects are supported by funding from
the Southern Indiana School Community Coalition's Safe Schools
Healthy Students Federal Grant and Toyota Motor Manufacturing of
Indiana.
Goals of the Most of Us® efforts are to:
- Correct student misperceptions regarding their peers' alcohol use.
- Increase the number of youth who believe that alcohol is harmful to their health.
- Reduce high risk drinking by youth.
How it Works
The Youth First Most of Us® campaign is a research-based
strategy which recognizes that many young people want to conform to
peer norms or feel the social pressure to do so. A growing number
of studies document that both high school and college students'
personal drinking behavior is strongly influenced by their
incorrect perception of peer drinking norms (Berkowitz, 2003).
Students typically think that the norms for both the frequency and
the quantity of drinking among their peers are higher than they
actually are. In addition students generally believed that their
peers are more permissive in their personal attitudes about
substance use than is in fact the case (Perkin and Berkowitz,
1986).
The Social Norms approach works to correct negative misperceptions
by collecting actual data that measures beliefs, attitudes, and
behaviors. The data is then incorporated into a marketing campaign
using media materials and messages to correct commonly-held beliefs
like "everybody does it." By continuing to market the positive
messages and true norms, the misperception that "everybody does it"
is slowly altered until the group realizes
The Results
Research shows repeated exposure to a variety of
positive, data-based messages can change the misperceptions that
help sustain problem behaviors. Over time, the negative behaviors
of a group begin to shift toward the more accurately perceived
safer and healthier norms.
Other popular media-based prevention strategies, like scare
tactics, awareness weeks, and providing factual/educational
information, have not been shown to reduce risky behaviors
associated with substance abuse. However, research shows Social
Norms Marketing, if done correctly, will work.
High schools in Evanston and Naperville, Illinois were among the
first in the country to utilize a social norms model on the high
school level, and they have seen significant improvements after
just two years. The data showed an 11% reduction in students who
drink alcohol regularly.
Youth First's Role
Youth First collaborates with schools, colleges, and the community to collect data, develop messages, and implement campaigns. Youth First provides a Program Coordinator who manages meetings, activities, and evaluations. The Most of Us® coordinator works with marketing and media professionals, school personnel, students, parents and community members to ensure the success of the campaigns.
FAQ
What is the Youth First Most of Us®
campaign?
A researched based campaign which works to correct misperceptions,
reduce underage drinking, reinforce positive parenting habits and
to support the majority of students who are making healthy
choices.
How does it work?
Most of Us® uses the "Science of the Positive" to encourage people
to continue or adopt healthy social norms. Research shows promoting
positive social norms and correcting misperceptions can increase
healthy behaviors. It is the opposite of the typical but unproven
prevention strategies which seem more like "Health Terrorism" -
scare tactics, negative images, and fear-based activities. In fact,
these approaches can actually increase risky behaviors by
inadvertently suggesting that unhealthy choices are the norm.
What are social norms?
Social norms are behaviors, thoughts, or feelings shared by most
people in a given group (over 50%). The Youth First Most of Us®
campaign measures social norms and misperceptions of norms through
surveys. Over 4,500 EVSC high school students responded to the
Youth First Most of Us® survey in the spring of 2007. The same
survey was administered to all Gibson, Posey and Warrick County
high schools during fall 2009. A total of 4,855 students completed
the survey.
Why do misperceptions matter?
It is the difference between what we THINK our friends do and what
our friends REALLY do. Overestimating or underestimating what our
peers do can have negative consequences. For instance, teens who
believe that "everybody does it" or "most do it" may feel greater
pressure to drink alcohol. Parents who believe "everybody does it
but not my child" may be less likely to have crucial conversations
with their kids about the dangers of alcohol.
What is the solution?
Hear the conversation (what teens and their parents say), and then
steer the conversation to correct any misperceptions and promote
the positive norms. In other words, find the untold goodness and
continuously spread it through mass media marketing efforts,
school-based activities, or even dinner table conversations.
Thanks to Youth First's Most of Us®, teens, parents, teachers, and other adults are empowered to talk the talk and walk the walk in an effort to reduce alcohol abuse.
How can I learn more?
Contact Denise Schultz, Youth First, Inc. 812-421-8336, ext. 8
dschultz@youthfirstinc.org
Download POSTERS for YOUR School!
Download Most of Us® Brochure
Thank you so much to our generous Life Savers supporters:
