Social Norms: FE Colleges…Stockton on Tees

Catherine Wilburn, Research Executive, NWA Social Research Ltd.

The Theory…The greatest influence - perceived behaviour of their direct peer group.

Misperceptions of others’ attitudes and/ or behaviour.

Passive acceptance of misperceptions.

Misperceptions are ‘self-perpetuating’

Individuals who do not personally engage in the problematic behaviour may contribute to the problem by the way in which they talk about the behaviour.

‘Real’ information – ‘myth busting’

Social Norms in Stockton…During 2009, NWA Research Ltd developed the ‘You Said…’ social norms project in secondary schools across Stockton.

Over 1600 pupils in Year 7 and 9 completed questionnaires

Interventions developed for each school/ year group in conjunction with pupils by marketing company and used within schools

Pupils resurveyed in 2011 when they were in Years 9 and 11

Attitude and behaviour changes noted across all areas of risk taking behaviour

Social Norms in Colleges…

Development of the questionnaire for a more mature student body i.e. questions geared towards staying safe when drinking, safe/ protected sex etc

Online completion of questionnaire Development of the marketing materials, using the generic posters as a base, and then encouraging and increasing student involvement in the wider promotionAllows comparisons between the prolonged and short-term effectiveness of the social norms approach - college cohort will incorporate some pupils from schools who have and have not been involved in the secondary school intervention

The Colleges…

Egglescliffe Community CollegeStockton 6th Form CollegeConyers 6th Form CollegeStockton Riverside College (SRC)Bede 6th Form at SRC

Just over 900 6th Form/ FE students entering college for their first year completed a questionnaire

The Findings…

Intervention Materials…

The Materials…

Did it work…?

Thanks for your time!Any Questions…?