Social Norms Approach - Lifecycle

Lifecycle

A social norms approach determines the exaggerated and actual norms of a population through formative research, and then informs the population of the actual norms through a message campaign. The next step is determining the effectiveness of the messages through a summative evaluation. Finally, the results from the evaluative research can also be used to craft new messages to revise the message campaign, and thus the campaign is cyclical. The following provides a more in-depth description of the steps involved in a social norms campaign.