This workshop will train participants in using the Social Norms Approach to prevent teen substance use. The training will contrast a positive social norms approach to traditional approaches, explain the basic theory, and identify many case studies of effective application. There will be an introduction to marketing and especially social norms marketing and how it has been successfully used for substance abuse prevention. The remainder of the morning will be used to describe a five-step implementation plan.

In the afternoon, participants will have an opportunity to discuss the implementation plan in further detail, complete an exercise in message development, and observe a demonstration showing how to conduct focus groups. Other data collection methods will be described, as well as examples of media from actual community and school-based projects.   

Participants in this training will:

• Be able to describe positive social norm prevention theory
• Identify at least two examples of successful application of the theory
• List the four Ps of marketing and how they apply to social norms marketing
• Identify at least three data gathering methods
• Describe elements of positive message development for social norms marketing
• Identify at least three media channels for social norms marketing  in schools and communities