Social Norms Research in Europe

maintained at the University of Bradford

Text of Scottish Executive Press Release on the 21/11/07

21 November 2007

PRESS RELEASE

For Immediate Use

Member’s Debate Reveals Cross-Party Support for Social Norms Approach to Health.  University of Paisley Leads UK-Wide University/College Programme on Tobacco, Alcohol, Sexual Activity and Exercise.

Last Thursday Dr Bill Wilson, MSP for the West of Scotland, introduced his member’s debate on the social norms approach to tackling problem behaviour in young people.  During their contributions all speakers expressed enthusiasm and thanked him for raising the subject, and the Minister for Public Health, Shona Robison, announced that she had asked her officials to consider the approach in more detail, with a view to conducting a pilot study on alcohol.

Speaking afterwards, Dr Wilson said, The social norms approach is a relatively simple, evidence-based method that has been proven effective in numerous studies in North America.  I was delighted that the concept appears to have impressed other MSPs as much as it did me when I first learned of it from Prof. Wesley Perkins.  As I explained when I lodged the motion [see press release of 23 October, below], correcting youngsters’ exaggerated perceptions of what their peers do can have a huge positive impact on smoking, drinking and other problem behaviours.

Initial work at and by the University of Paisley regarding student’s alcohol intake suggests that this approach has as much potential in Scotland as elsewhere.  I was pleased to learn from William Jenkins of Youth Media, that Youth Media is now running a UK-wide social norms programme in conjunction with the University of Paisley, the former providing the IT platform for the survey and the latter the research know-how.  As I said in my speech, they expect to receive about 20,000 completed surveys from university and college students, of which at least 2,000 should be Scottish.  This programme hopes to impact on students’ physical fitness, alcohol consumption and smoking, as well as reduce the incidence of risky sexual behaviour.  I await the early results with anticipation and hope that this, and the parliamentary debate, will lead to similar programmes in schools.  The Minister’s comments certainly provide grounds for optimism.

The debate was witnessed by Douglas Meikle, the Scotch Whisky Association Alcohol Policy Manager, and Detective Superintendent Willie MacColl, National Drugs Co-ordinator of the Scottish Crime and Drug Enforcement Agency.  Det. Supt. MacColl commented afterwards, "We are seeking to develop a national educational programme to tackle tobacco, alcohol and drugs.  The social norms concept must be seriously examined as an underlying philosophy of this.  It could help define the types of messages that would be included in such a programme."

Bill Wilson concluded his remarks by saying, "The social norms concept is one that should receive widespread support as appears to have been demonstrated by this debate as it is both straightforward and evidence-based.  Furthermore, and most importantly, it emphasises the positive.  The media disproportionately air negative stories about our young people, according to Mori research undertaken for the magazine ‘Young People Now’, 71% of stories about young people are negative and one in three focused on crime.  This is unfair and counterproductive.  By contrast, the social norms approach, in essence, is about publicising the good news:  most young people are responsible members of society more deserving of praise than criticism.  I urge news editors to think carefully about the effects of the near-constant coverage of ‘feral youth’ and the like.  Would they dare to demonise racial groups, say, the way they attack young people?"