Social Norms Model and Evaluation Tools

The Social Norms Model and Evaluation Tool and the Audience Segmentation for Evaluation were developed at NSNI as working tools, primarily to assist colleges and universities which are conducting social norms marketing interventions to reduce the adverse consequences associated with high risk alcohol consumption. Since many colleges and universities participate in the National College Health Assessment (NCHA), this document uses questions in the NCHA as examples of available relevant information.

The model and the assessment tool, although both written in terms of social norms marketing campaigns directed toward alcohol consumption, can be adapted for other issues. Please contact us at NSNI if you would like assistance in adapting this material for other social norms marketing interventions.

The contents of the model and evaluation tool include:

• The hypothesized causal pathway connecting social norms marketing campaigns to harm reduction
• Model of the logic model of social norms marketing campaigns and associated evidence
• Relationship of model components to questions included in the NCHA
• Overview of the methodology of a social norms marketing campaign
• Brief tool to assist in evaluation of the process and impact of social norms marketing campaign
• Helpful references

The audience segmentation for evaluation is a constantly evolving work. The current version was developed for a poster presentation at the mid-year conference of the Society of Public Health Educators in New Orleans, Louisiana, on May 6th through 9th, 2009.