LESSONS LEARNED AND OPPORTUNITIES |
PROCEEDINGS OF TWO WORKSHOPS
Jeanne C. Rivard and Adrienne Stith Butler, Rapporteurs
Board on Behavioral, Cognitive, and Sensory Sciences
Division of Behavioral and Social Sciences and Education
THE NATIONAL ACADEMIES PRESS
Washington, DC
www.nap.edu
THE NATIONAL ACADEMIES PRESS 500 Fifth Street, NW Washington, DC 20001
This project was supported by Contract No. HHSP233201400020B between the National Academy of Sciences and the U.S. Department of Health and Human Services/Substance Abuse and Mental Health Services Administration and Assistant Secretary for Planning and Evaluation. Any opinions, findings, conclusions, or recommendations expressed in this publication do not necessarily reflect the views of any organization or agency that provided support for the project.
International Standard Book Number-13: 978-0-309-46231-0
International Standard Book Number-10: 0-309-46231-2
Digital Object Identifier: https://doi.org/10.17226/24824
Additional copies of this publication are available for sale from the National Academies Press, 500 Fifth Street, NW, Keck 360, Washington, DC 20001; (800) 624-6242 or (202) 334-3313; http://www.nap.edu.
Cover credits: Quantum Field, acrylic on 96″ x 96″ canvas, courtesy of Michael Halliday ©2011. Photograph provided (high resolution 300 dpi), courtesy of Richard Willes, ©2016.
Copyright 2017 by the National Academy of Sciences. All rights reserved.
Printed in the United States of America
Suggested citation: National Academies of Sciences, Engineering, and Medicine. (2017). Lessons Learned from Diverse Efforts to Change Social Norms and Opportunities and Strategies to Promote Behavior Change in Behavioral Health: Proceedings of Two Workshops. Washington, DC: The National Academies Press. doi: https://doi.org/10.17226/24824.
The National Academy of Sciences was established in 1863 by an Act of Congress, signed by President Lincoln, as a private, nongovernmental institution to advise the nation on issues related to science and technology. Members are elected by their peers for outstanding contributions to research. Dr. Marcia McNutt is president.
The National Academy of Engineering was established in 1964 under the charter of the National Academy of Sciences to bring the practices of engineering to advising the nation. Members are elected by their peers for extraordinary contributions to engineering. Dr. C. D. Mote, Jr., is president.
The National Academy of Medicine (formerly the Institute of Medicine) was established in 1970 under the charter of the National Academy of Sciences to advise the nation on medical and health issues. Members are elected by their peers for distinguished contributions to medicine and health. Dr. Victor J. Dzau is president.
The three Academies work together as the National Academies of Sciences, Engineering, and Medicine to provide independent, objective analysis and advice to the nation and conduct other activities to solve complex problems and inform public policy decisions. The National Academies also encourage education and research, recognize outstanding contributions to knowledge, and increase public understanding in matters of science, engineering, and medicine.
Learn more about the National Academies of Sciences, Engineering, and Medicine at www.nationalacademies.org.
Consensus Study Reports published by the National Academies of Sciences, Engineering, and Medicine document the evidence-based consensus on the study’s statement of task by an authoring committee of experts. Reports typically include findings, conclusions, and recommendations based on information gathered by the committee and the committee’s deliberations. Each report has been subjected to a rigorous and independent peer-review process and it represents the position of the National Academies on the statement of task.
Proceedings published by the National Academies of Sciences, Engineering, and Medicine chronicle the presentations and discussions at a workshop, symposium, or other event convened by the National Academies. The statements and opinions contained in proceedings are those of the participants and are not endorsed by other participants, the planning committee, or the National Academies.
For information about other products and activities of the National Academies, please visit www.nationalacademies.org/about/whatwedo.
STEERING COMMITTEE FOR LESSONS LEARNED FROM DIVERSE EFFORTS TO CHANGE SOCIAL NORMS
DAVID H. WEGMAN (Chair), Department of Work and Environment, University of Massachusetts, Lowell (professor emeritus)
WILLIAM L. HOLZEMER, School of Nursing, Rutgers, The State University of New Jersey
BERNICE A. PESCOSOLIDO, Department of Sociology, Indiana University
VICKY RIDEOUT, VJR Consulting, San Francisco, California
STEERING COMMITTEE FOR OPPORTUNITIES AND STRATEGIES TO PROMOTE BEHAVIOR CHANGE IN BEHAVIORAL HEALTH
DAVID H. WEGMAN (Chair), Department of Work and Environment, University of Massachusetts, Lowell (professor emeritus)
BETH ANGELL, School of Social Work, Rutgers, The State University of New Jersey
PATRICK W. CORRIGAN, Lewis College of Human Sciences, Illinois Institute of Technology
CLARENCE E. JORDAN, Beacon Health Options, Norfolk, Virginia
REBECCA PALPANT SHIMKETS, The Rosalynn Carter Fellowships for Mental Health Journalism, Atlanta, Georgia
COMMITTEE ON THE SCIENCE OF CHANGING BEHAVIORAL HEALTH SOCIAL NORMS
DAVID H. WEGMAN (Chair), Department of Work and Environment, University of Massachusetts, Lowell (professor emeritus)
BETH ANGELL, School of Social Work, Rutgers, The State University of New Jersey
JOSEPH N. CAPPELLA, Annenberg School for Communication, University of Pennsylvania
PATRICK W. CORRIGAN, Lewis College of Human Sciences, Illinois Institute of Technology
WILLIAM L. HOLZEMER, School of Nursing, Rutgers, The State University of New Jersey
CLARENCE E. JORDAN, Beacon Health Options, Norfolk, Virginia
ANNIE LANG, The Media School, College of Arts and Sciences, Indiana University
REBECCA PALPANT SHIMKETS, The Rosalynn Carter Fellowships for Mental Health Journalism, Atlanta, Georgia
BERNICE A. PESCOSOLIDO, Department of Sociology, Indiana University
RUTH SHIM, Department of Psychiatry, Lenox Hill Hospital, New York, New York
ERIC R. WRIGHT, Department of Sociology, Georgia State University
LISA M. VANDEMARK, Study Director
JEANNE C. RIVARD, Senior Program Officer
VANESSA LAZAR, Research Associate
RENÉE L. WILSON GAINES, Senior Program Assistant
Acknowledgments
This Proceedings of Two Workshops was reviewed in draft form by individuals chosen for their diverse perspectives and technical expertise. The purpose of this independent review is to provide candid and critical comments that will assist the National Academies of Sciences, Engineering, and Medicine in making each published proceedings as sound as possible and to ensure that it meets the institutional standards for quality, objectivity, evidence, and responsiveness to the charge. The review comments and draft manuscript remain confidential to protect the integrity of the process.
We thank the following individuals for their review of this proceedings: Beth Angell, School of Social Work, Rutgers, The State University of New Jersey; Joan K. Austin, Indiana University School of Nursing (emerita); and Thomas L. Schwenk, School of Medicine, University of Nevada, Reno.
Although the reviewers listed above provided many constructive comments and suggestions, they were not asked to endorse the content of the proceedings nor did they see the final draft before its release. The review of this proceedings was overseen by Laura L. Carstensen, Department of Psychology, Stanford University. She was responsible for making certain that an independent examination of this proceedings was carried out in accordance with standards of the National Academies and that all review comments were carefully considered. Responsibility for the final content rests entirely with the rapporteurs and the National Academies.
This page intentionally left blank.
Contents
1 OVERVIEW AND GOALS OF WORKSHOPS
PART I: WORKSHOP ON LESSONS LEARNED FROM DIVERSE EFFORTS TO CHANGE SOCIAL NORMS
2 MESSAGING TO CHANGE SOCIAL NORMS
Key Principles in the Design of Effective Persuasive Messages: Engagement and Acceptance
Behavioral Economics and Social Marketing
The Context and National Testing of Public Service Announcements: The “Schizo” Project
Using Entertainment Media to Deliver Public Health Messages: A Case Study of Grey’s Anatomy
National Advertising to Reduce Youth Tobacco Use: The truth campaign
4 BIG PICTURE LOOK AT SOCIAL CHANGE
When You Know Better, You Do Better
Gay and Lesbian Bullying Prevention
5 CASE STUDIES IN CHANGING SOCIAL NORMS
Epilepsy: Sources of Stigma and Campaign Efforts
Reducing HIV-Related Stigma in Health Care Settings: From Africa to Alabama
PART II: WORKSHOP ON OPPORTUNITIES AND STRATEGIES TO PROMOTE BEHAVIOR CHANGE IN BEHAVIORAL HEALTH
Peer Counselor: Wounded Healer Please Apply
8 IMPLEMENTING CHANGE IN THE U.S. CONTEXT: CRITICAL EVALUATIONS
Changing Stigma Through Contact and Proposition 63
Results from a School-Based Intervention to Change Norms About Mental Illnesses
9 A CULTURAL COGNITIVE APPROACH TO COMMUNICATING ABOUT CHILD MENTAL HEALTH
10 IMPLEMENTING CHANGE IN THE U.S. CONTEXT: STRATEGIES FOR REACHING AUDIENCES
Labeling, Recovery, and Authentic Voices
Recovery of People Affected by Addiction
11 PERSPECTIVES FROM OUTSIDE THE UNITED STATES
Evaluation of England’s National Time to Change Anti-Stigma Campaign: Results from Phase One
The Opening Minds Initiative of the Mental Health Commission of Canada
Changing Behavioral Health Social Norms: Interventions and Outcomes from Australia
This page intentionally left blank.