The Development of an Intervention Programme to Reduce the Effects of Social Norms on Young Peoples Engagement with Risky Behaviours. (Ravey, M and Lovett, G. 2015) University of Salford

1. ‘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)

2. 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

3. 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

4. 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

5. The Survey

6. 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!

7. The Survey
• All questions are clearly formatted
• The survey is simplicity itself to use and belies the power of the system behind the scenes

8. 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%

9. The Approach
• Development of Positive Statements

10. The Approach
Intervention Phase - “Promoting the Positive”
Tier 1
Internal Market
Active Interventions
• Classroom
activities
• keypad quizzes
• QR code posters
Tier 2
Internal+ market
Active Plus Passive
Interventions
signage around the
school including:
• Toilet stickers
• Digital screens
• Pop up banners
• Floor stickers
Tier 3
Local Market
Active Interventions Plus
Extended passive
Interventions:
• Billboards
• Bus shelter adshels

18. 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

20. 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

21. Contact
Michael Ravey
Senior Lecturer, School of Nursing,
Midwifery, Social Work & Social Studies,
The University of Salford,
t: +44 161 295 2712
e: m.ravey@salford.ac.uk