Merrill Social Norms
 
 
                                                                                            
 
      Faq  
     

1. Q  What is the purpose of the project?

    A  The goal of the project is to correct the misperceptions regarding alcohol, tobacco and other drug use. It is important for students to know the truth. When surveyed most students greatly overestimated alcohol, tobacco and other drug use by their peers. Research tells us that when students mispercieve the amount of alcohol, tobacco, and other drug use by their peers this causes them to.

   1. feel uncomfortable about being a non-user

   2. tolerate use of others

   3. justify their own use, if they are using.

2. Q  What is the big deal?

   A  First, the law cares. We support the law. Laws are designed to protect everyone. Use for this age group is illegal (in most settings). Secondly, the vast majority of addictions start with recreational, social, and experimental use. How many smokers do you know that started using by saying, "Hey I think I'm going to get addicted to nicotine today". Regular use and addiction starts somewhere. Third heavy use of alcohol and other drug use is often indicated by the age at which use started and frequency of use. The earlier you start to use, the greater your risk of heavy use.

3.  Q  Misrepresenting data? "I know someone who lied on the survey"

    A  It is unfortunate that someone indicated that they lied on the survey. How do you know that they really did so? It is unlikely that fabricated data from a few students would be enough to skew our results.

4.   Q  Misrepresenting data? "No way, I bet people lied on that survey" 

    A These norms are consistent with other high school norms. Numerous researchers support the value of self-reporting data. The context of the project is essential to keep in mind. Our focus is on the majority of students are doing.

5.   Q I know MHS students that drink

    A According to the Merrill surveys, MAPS students over estimate the amount of drinking.  It is important for students to know the truth.  Our school and community provide prevention such as school Health classes, The DARE program and a Comprehensive School Counseling Program.  While correcting misperceptions about students using alcohol, tobacco, and drugs, the Merrill Social Norms Project also gives students alternatives to drinking; healthy ideas to do instead.

6.   Q What is included in the MHS Social Norms marketing campaign? 

    A The MHS Social Norms marketing campaign began in the fall of 2007 and has included:

  • Posters placed throughout the high school and on the 8th grade level at the middle school
  • Information included in the MHS and PRMS Parent newsletters, Merrill Chamber newsletter and Church bulletins and/or newsletters
  • Local television ads
  • Billboards posted throughout the community
  • Social norms messages included on the computer log in screen for all computers at the High School
  • Local radio commercials
  • Articles in local newspapers
  • Presentations to various community groups and organizations

7.   Q Where are we getting the information used in the campaign?

     A We are utilizing information collected in the Student, Staff and Parent/Guardian Social Norms surveys that are conducted in February each year.  The first surveys were done in February of 2007 which provided baseline data and information for the 2007-08 campaign.  These surveys are anonymous and include a number of questions about student alcohol, tobacco and other drug usage, as well as the perception of youth alcohol, tobacco and other drug usage.  This survey is repeated annually in February with updated information being used for the campaign.

8.   Q What were the results of the MHS Social Norms surveys?

     A Consistent with other Social norms surveys, the results confirm that MHS Students, Parents/Guardians and Staff overestimate the amount and frequency of alcohol, tobacco and other drug use.  Conversely, they frequently underestimate the number of students who make healthy decisions.

9.   Q How do we choose the campaign message?

   A The campaign messages are selected by a committee of high school students and adults.  Each message states a positive fact about a majority of students, and most will directly counter a misperception we identified through the surveys.  In addition, messages are created to state facts about what parents believe or support to counter common misperceptions by parents and staff.

10.   Q Doesn’t informing students about their peers’ alcohol use and attitudes condone drinking?

  A This is a common concern expressed.  Results from other campaigns suggest that this does not occur. The fact is, non-users have the same inflated perceptions about their peers’ behaviors as other students.  Rather than encouraging them to use more, providing information about the true norms (not everyone is doing it) is thought to provide support for the existing healthy behaviors of non-users.

11.   Q Why aren’t local students featured in the campaign photos?

   A We often hear this question and the decision not to use local students in the campaign photos is a conscious one and recommended by others.  If by chance a student that was featured in one of the campaign items made a decision to drink or smoke, the creditability of the entire campaign would be in jeopardy.  Therefore, we have chosen to use stock photos for our campaign materials when people are shown.  When we have the opportunity to use a scene in a campaign item, we try to utilize a local scene.  We also have local youth recording the voices for television and radio ads.

12.   Q What role does the community play in this campaign?

  A Everyone can be involved in helping students make healthy choices by talking about the facts about student use of alcohol, tobacco and other drugs.

  • Everyone can use the campaign information to counteract the students’ and community members’ perceptions that “everyone is drinking or smoking”.
  • Parents can use the opportunity to reiterate their values and expectations regarding drinking, smoking and other drug use.  Each year, students have indicated on the survey that parents are the number one believable source of information about alcohol, tobacco and other drugs. So parents what you say is important to your child.
  • Teachers and other adults who work with youth can use the information to engage youth in factual discussions and critical analysis of their perceptions about their peers' behaviors.

For more Frequently Asked Questions about the Social Norms approach, visit the National Social Norms website by clicking here http://socialnorms.org/FAQ/questions.php