Social Norms Approach to Marketing

Northern Creative not only understand the social norms approach to marketing we can help you to understand it too. The Social Norms approach is still a relatively new approach to changing risk taking behaviour (alcohol usage, sexual risk taking, drug usage, etc) and widely used but often incorrectly applied. At Northern Creative we have developed our own campaigns that have been adopted by local authorities in the North East of England to reduce teenage pregancies, drug misuse, alcohol consumption and bullying. We have liased with universities in the USA who have pioneered a lot of the early work with Social Norms.

Social Norms Examples

Developed with Middlesbrough Borough Council we initially conceived a Social Norms Campaign to reduce teenage pregnancy within the borough, it was requested that the brand created was roled out into other risk taking behaviour areas. This was always the idea behind the concept so we readily agreed. The project has included for a roadshow that will every school has signed up to meaning every person in the target sample group will first hand be exposed to the message. It is supported by social media, a web hub and above the line marketing activities.

Stockton Borough Council commisioned Northern Creative to create a campaign for 14-16 year olds to reduce the amount of alcohol consumption. A very positive stance has been taken and the campaign was based around using bus stop advertising in and around the schools of the district. Highly targeted and school specific to increase the impact and relevance we created a campaign that is effective on a relatively low budget.