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What is the ACTUALITY® Social Norms Campaign?
ACTUALITY® is based on social norm theory which states that much of people's behavior is influence by their perception of how other members of their social group behave. Often, these perceptions are incorrect. Behaviors perceived as normal, even if unhealthy and not actually the norm, are behaviors members of the social group strive to adopt. This negatively affects overall behavior for that group. By educating a group about positive behavior that is in fact the normal practice among peers, research shows that behavior will be affected in a positive manner.
ACTUALITY® has been nationally recognized. “Live Large”, the social norms campaign at Rocky Mountain High School, was the recipient of the National Highway Traffic Safety Administration Community Initiative Award in 2005. In 2007, the Whitehouse Drug Control Strategy Report cited the ACTUALITY® project in Upper Bucks County, Pennsylvania, as an innovative and effective community-based strategy.
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