Community Norms & What Can be Done

Community norms-the greatest obstacle to safe and drug-free schools

Drinking is a rite of passage and something expected of teenagers
Drug use is glamorous, sexy, and fun
Entertainment is violent, and violence is entertaining

World Health Organization

Cultural and social norms are highly influential in shaping individuals behavior, including the use of violence. Norms can protect against violence, but they can also support and encourage the use of it.

Mass media campaigns have been successfully employed to address a wide range of health attitudes and behavior:
- eating healthy and exercising
- stopping smoking
- practicing safe sex
- reducing alcohol consumption
- reducing drunk-driving
A meta-analysis of 48 health behavior campaigns reported that on average 9% more people exhibited a healthy form of behavior following a campaign than before
Raise public awareness of the need for prevention
Build support for institutional and/or policy change
Use the media to advocate prevention
Involve young people-being valued by the community is a protective factor; communities are stronger when their youth is regarded as a resource and not a problem
Mass media campaigns have been successfully employed to address a wide range of health attitudes and behavior:
- eating healthy and exercising
- stopping smoking
- practicing safe sex
- reducing alcohol consumption
- reducing drunk-driving
A meta-analysis of 48 health behavior campaigns reported that on average 9% more people exhibited a healthy form of behavior following a campaign that before

What Can Be Done

Shaping New Community Norms

Raise public awareness of the need for prevention
- Community programs that include media campaigns and policy changes, such as new regulations that restrict access to alcohol, tobacco, or other drugs, are more effective when they are accompanied by school or family interventions. Community programs need to strengthen norms against drug use in all drug abuse prevention settings, including the family and the school.
- Use the media to advocate prevention
Address specific needs nature of drug problem in your community
- Build support for institutional and/or policy change

Involve young people-being valued by the community is a protective factor; communities are stronger when their youth is regarded as a resource and not a problem