Lessons Learned from Diverse Efforts to Change Social Norms and Opportunities and Strategies to Promote Behavior Change in Behavioral Health Proceedings of Two Workshops (2017) / Chapter Skim
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4 Big Picture Look at Social Change
4 Big Picture Look at Social Change
Pages 37-48
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From page 37... ...
He talked about the value of accurate information in changing social norms. The second panelist was Robin Koval, president and chief executive officer, American Legacy Foundation,1 who spoke about the truth® campaign to prevent youth smoking (also discussed by Donna Vallone during the second workshop panel; see Chapter 3)
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From page 38... ...
Wilson explained that the campaign started with black communities in the United States because data support that black communities are and have been the most impacted by the epidemic. Thus, to be successful in addressing HIV/AIDS in the United States, the campaign had to be successful in black communities.
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From page 39... ...
Wilson explained that the purpose of the study was to determine their level of basic knowledge, their knowledge of relevant terminology and treatment, and their clinical and biomedical knowledge, as well as their familiarity with and belief in the effectiveness of biomedical interventions. Wilson reported that the study found that the average knowledge level among the respondents was very low.
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From page 40... ...
Supplementing the mass media campaign in an experiential way, for example, large orange truth trucks go to amusement parks and various sporting events across the United States. Koval characterized this as a way to reach the grassroots level and deliver what some call a "one-to-one inoculation." As had been mentioned by Vallone, Koval reported that after the campaign's first 2 years, results showed a 22 percent decline in youth smoking from 2000 to 2002, and that during the first 4 years of the campaign, 450,000 young people were prevented from smoking.
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From page 41... ...
Changes in tobacco marketing and youth tobacco behavior and the digital social revolution were, she observed, changing the way young people interacted with messages. The campaign's research was revealing that the rebellious, antibrand attitude reflected in the initial campaign was not appropriate for the postmillennial generation, whom Koval characterized as more cautious, more accepting, less desirous of rebelling, and less likely to see themselves as loners.
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From page 42... ...
The counter was in real time, so one could see it clicking up every time one of those terms was used. The Ad Council partnered with various organizations to distribute it through channels including Fox Sports, AOL, Yelp, and TeenNick and worked with the National Basketball Association as well.
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From page 43... ...
Foleno concluded by saying that the Ad Council campaign was an example of a simple approach, a "don't do" something message that sheds light on a larger issue of prejudice and discrimination, makes people think, and can be an effective gateway message. He showed a new Ad Council public service announcement (PSA)
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From page 44... ...
But Foleno explained that those issues were too large scale to be used as an outcome, so posts and shares were analyzed, and the key measure became spreading the word digitally. Related to this topic, Palpant Shimkets commented that in "Love Has No Labels" and many other PSA campaigns on bias and diversity (e.g., the MTV bias campaign "You Can't Call Me a ___")
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From page 45... ...
In addition, a Spanish augmentation ensured that Spanish speakers were oversampled. Modeling of Problem Behavior Joe Cappella asked Foleno about the counter on the website of the Ad Council's campaign to prevent bullying of gay and lesbian teens, which provided a continuing update of the number of times antigay slurs occurred in social media, with the goal of getting the counter down to zero.
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From page 46... ...
Wilson commented that in the HIV/AIDS space, knowledge that mental illness is a medical disease helps in delivering the message that there is something one can do about it, as well as in addressing the stigma issue. Unpacking the negative judgments associated with HIV/AIDS, he said, has been critically important in the evolution of the Black AIDS Institute's campaigns.
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From page 47... ...
Vallone said the 15-year-old truth campaign has yielded both longterm lessons learned and specific data obtained with the real-time continuous monitoring tracker. She directed the audience to a National Cancer Institute monograph looking at the role of media in reducing tobacco use, which synthesizes all the evidence over 25 years on how both pro- and antimoking messages have been used to increase as well as decrease s smoking behavior.
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