Date post: | 14-Aug-2015 |
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‘R U Different?’The Development of an Intervention Programme to Reduce the Effects of Social Norms on Young Peoples’ Engagement
with Risky Behaviours. (Ravey, M and Lovatt, G. 2015)
Aim
• To discuss the development of a working relationship between a Social Enterprise and the University of Salford
• Present the innovative and proactive approach we have developed to engaging with young people
• To provide an example of the approach in action, highlighting the 3 different levels of intervention and their impact on attitudes and perceptions
• To illuminate current developments and how we are moving forward
Background• Social Sense was developed by a marketing company called
Gencia in 2010 as its social enterprise arm.• Developed the R U Different? brand in 2011 for improving
healthy behaviours using Social Norms; techniques being increasingly embraced by public and private sector organisations
• Started working with the University of Salford in 2011• Originates from the work of Haines et al (2005)
– Reactive approaches were having little impact– Social norm approach proactive model significant impact.
• Increasing body of evidence of relationship between peer perception and behaviour
The Approach
Step 1- Identifying Objectives• Schools identify own; objectives, goals
and targets through SMART Approach:• Specific• Measurable• Achievable• Realistic• Time – focused
• Identify a Champion with the School
Step 2 – Baseline Survey• 25-30 minute computer based
anonymous survey• Conducted on campus• 15 – 30 students at a time• Short timescale provides best results.• Feedback delivered within 4 weeks
The Survey Logging-in to the survey:Using the survey is simplicity itself.
A web address is automatically sent out which is unique to each school taking part
The web address takes you to a home page specific to the school, displaying the schools’ branding
Each school is also supplied with a unique log-in code which provides students with access to the survey
Students enter the log-in code to start the survey and answer each of the clearly formatted questions in turn
That’s it!
The Survey
• All questions are clearly formatted• The survey is simplicity itself to use and belies the power of the system behind the scenes
Key Findings
FACT• Smoking
– 90% did not smoke
• Alcohol– 86% did drink or drank less than once a month– 7% reported being drunk
in last week
• Drugs– 95% never used Cannabis– 97% Never tried any other illegal drug
• Sex– 13% had, had sex
BELIEF• Smoking
– Thought 50% of peers smoked
• Alcohol– 3 times higher than actual figure– 26% drunk in last week
• Drug– 48% used Cannabis
• Sex– Believed 26%
The Approach
Intervention Phase - “Promoting the Positive”
Tier 1Internal Market
Active Interventions• Classroom
activities • keypad quizzes• QR code posters
Tier 2Internal+ market
Active Plus Passive Interventions
signage around the school including:
• Toilet stickers • Digital screens• Pop up banners • Floor stickers
Tier 3Local Market
Active Interventions Plus Extended passive
Interventions: • Billboards • Bus shelter adshels
Outcome
• Survey repeated 6 months after intervention• Positive perception changes and reductions or delays in
engagement with risky behaviours are consistently achieved in schools who received Interventions and the impact of these changes display a direct correlation with the depth / level of Intervention
• Interventions have been developed to: • include greater participation of young people• incorporate other aspects of young peoples lives
Future
• Knowledge Transfer Partnership (KTP) – Data mining on existing database to establish behaviour modelling, trend and mapping strategies for LA’s, Health and Police services
• App development for Greater Manchester Police (GMP) to enable engagement with young people
• Salford Royal NHS Trust project to increase adherence of young people with Type 1 diabetes
• 1.5 million Home Office project to work develop a multi-agency approach focusing on service development for young people in relation to Child Sexual Exploitation
Contact
Michael Ravey
Senior Lecturer, School of Nursing,
Midwifery, Social Work & Social Studies,
The University of Salford,
t: +44 161 295 2712