Social Norms Marketing searches for the gap between reality and perception. It is based on four basic principles:

1. Our behaviour is influenced by incorrect perceptions of how other members of our social group think and act.

2. Overestimations of problem behaviours will increase problem behaviours.

3. Underestimations of healthy behaviours will discourage individuals from engaging in healthy behaviours.

4. Correcting misperceptions is likely to result is decreased problem behaviour and increased prevalence of healthy behaviours.


Creating Change through Collaboration:
Social Norms recognizes that Young Adults live in a cultural context beyond the individual. This means that if we hope to change behaviour we must focus on the environment Young Adults live in. In this campaign we will use accurate information about social context to make changes in their environment. To achieve these kinds of changes it is not enough to focus on Young Adults but the community as a whole.


Our Positive Community Norms in Jasper