Social norm campaigns are based on Social Norm theory which states that people base their own behavior on what they perceive is the norm in a group of which they are members or hope to become members. The health implications that follow from this theory are important and relevant to those in the field of prevention and the promotion of health. When individuals perceive that their peers are making healthy choices as it relates to substance use, for example, they are more likely to make those same healthy choices for themselves.

As it happens, there are a number of normal, cognitive phenomena that lead individuals to embrace exaggerated misperceptions about their peers’ choices for and against health. Adults and adolescents alike, tend to overestimate their peers’ unhealthy lifestyle choices and underestimate their healthy choices. The result of these misperceptions is an increase in problem behavior and a decreased likelihood for healthy behavior.

Social norm campaigns are an evidenced-based strategy that corrects misperceptions so that the actual, healthy norm can positively influence behavior in the target population. The social norms approach is cost effective with respect to the resources needed to affect a large number of people in a relatively short period of time. Social norm campaigns are also sustainable over at least a two or three year period and the change in norms can have a lasting effect far beyond the life of the campaign.

Team Fort Collins has successfully applied the social norms approach through the ACTUALITY Social Norm Campaign process to address underage drinking, stress management, tobacco use, gossip behavior, and truancy, among others. ACTUALITY campaigns have also been applied in a variety of populations that have included university, high school, middle school, and parent populations.