Best result since 1998
Social Sense have been operating our RUDifferent? programme with a North West based local authority for four years now and there have been many changes in the perceptions and behaviours of the teenage population worth shouting about during this time. This one however, we want to shout about loud and clear, as it has lifelong repercussions for the girls (and boys) who are not now the statistics they might have been.
You are already familiar with the term ‘social norms’ - the pattern of behaviour in any social group that is accepted as normal and to which all members of that group are expected to conform. This is a good thing when applied to behaviours that are beneficial to the greater society - drink driving for example, or not allowing your dog to foul the path, are both considerable changes to social norms driven by the attitudes of those around us. Social norms, in effect, create social order.
With Fizzy Drinks so heavily featured in our newsfeeds this week, Social Sense and its R U Different? programme wanted to share some of its national data with you.
R U Different? can report that 63% of young people drink 2 or fewer fizzy drinks per day - however their perception is that that 83% of other in the year are drinking 2 or MORE fizzy drinks per day.
Similar to our reported rates for Alcohol, Smoking, Drugs and Sexual Activity, perceptions around Fizzy Drink Consumption do not equal reality.
Social Sense Director Gary Lovatt says:
“It is clear more work can be done but we are encouraging the government to approach this in the right manner, rather than simply compound the problem further with negative reporting and knee-jerk tax calls.
At Social Sense, we approach diet in the same way as we’ve successfully influenced risk taking behaviours – by tackling attitudes, perceptions and improving education in a positive way.
The promotion of accurate positive Social Norms messages - combined with better education on the health benefits of drinking none sugary drinks - can help to seriously reduce consumption of fizzy drinks among young people.
For more information about R U Different? and our approach to improving healthy lifestyles for Young People, contact gary@social-sense.co.uk
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Alcohol Price Increase Ignores the Real Issue The rise in minimum unit prices for Alcohol has been welcomed today – by supermarkets. That’s because it is likely to have zero impact on consumption while it has been revealed Supermarkets will reap the benefits of extra profits from sales. The problem with this latest scheme is that it ignores the real issues of why people are drinking in the first place. For example: · We still have aggressive advertising from Alcohol manufacturers targeting Young People. · We still have soaps such as Emmerdale and Coronation Street showing people drinking in the pub 7 days a week, portraying cultural norm that doesn’t exist. · We still thrive on the media myth that ALL teenagers are drinking when our data tells us that 83% of Young People rarely or never drinks (sample 18806 year 9s throughout UK). · We have evidence telling us that for the Teenagers who are drinking, more than two thirds (68%) are getting alcohol from parents - in most cases consensually. (And yes, the data we have is consistent from the most vulnerable to the most affluent) So rather than throwing sandbags around buildings already flooded – we are urging the government to start focussing more efforts on early Intervention and prevention. We are urging them to understand that the most effective way to engage with audiences on health is to promote a positive/alternative message - like the one below which reduced drinking rates in Swindon. We are urging them to stop the spreading of negativity – perpetuating the myth that everyone is doing it and therefore compounding the problem. It’s time to change attitudes – not prices. We have the proof that changing attitudes and perceptions can positively change behaviours.
To find out how we’re doing this with Young People all over the UK, visit our website www.rudifferent.co.uk or www.social-sense.co.uk |
Schools are now back and planning their activities for the year.
With the Self-Evaluation Form (SEF) gone and Tell Us surveys now a distant memory, how will you evaluate the behaviour and safety of pupils within your schools?
The R U Different programme is working with schools to accurately assess the attitudes, perceptions and behaviours of students using a fast and simple survey that takes just 25 minutes to complete.
Reporting is instant and schools have an opportunity to compare their data with regional and national averages at no extra cost.
Further the schools have a unique opportunity to challenge misperceptions and improve behaviours using a range of Interventions including Classroom Activities, Posters and Apps’ - all of which can positively and measurably demonstrate impact in the repeat survey.
Last year the programme generated the following outcomes:
? Over 1 million responses in relation to Smoking, Alcohol, Drugs, Sex and relationships, Personal Safety, Bullying, Healthy Eating, Aspirations, Mental Health and Internet Safety
? A 37% positive perception change following the smoking campaign below in Salford
? An alcohol perception change of over 20% in some schools across the borough
? A positive 29% perception shift in reference to “those who do not drink at all” in Swindon
? A 57% positive behaviour shift to those reported to be drunk in the last week from December 2011 to June 2012 (further information here).
Would you like to join us in positively affecting young lives?
R U Different offers a range of flexible options from survey only - to a full Interventions programme - to suit all budgets and requirements.
Contact us today on 0161 2145214 or email gary@social-sense.co.uk to find out more.
Swindon Borough Council has seen a significant reduction in teenage drinking rates in the area – thanks to a successful Social Norms programme delivered in schools this year.
In Autumn 2011, 11% of the 595 year 9s who were surveyed in the town (13 and 14 year olds) reported that they were drinking in the last week, however the same group incorrectly perceived that 42% of others in their year group were drinking.
Similar perception vs reality gaps existed for other behaviours so throughout Winter and Spring, schools used a variety of means to address the myths and promote the real reported figures to students.
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