Changing Behavior Through
Norm Change


Some people continue an unhealthy behavior even when they understand the risks. Changing norms can motivate these higher risk audiences to change, but norm change requires a different kind of public health campaign.

Social Branding is Rescue’s proprietary behavior change marketing strategy that uses targeted Social Brands which associate healthy behaviors with audience values and lifestyles through interactive and highly stylized marketing tactics. We deploy Social Branding® when the norms of our audience promote unhealthy behaviors, despite high levels of risk awareness.

A STRATEGY TO COMBAT UNHEALTHY PEER NORMS


High-risk youth and young adults often participate in unhealthy behaviors to reinforce their social identity. For these audiences, interventions must sound, look, and act like the high-risk segments’ own culture. To achieve this, we begin with psychographic segmentation to understand the norms and values of high-risk audiences.

Rescue’s team then identifies the audience segment at the highest risk, and develops a tailored intervention that reflects their identity, values, and influencers. Health messaging is woven into culturally appropriate communications to enable successful reception among these hard-to-reach audiences.

Rescue’s team then identifies the audience segment at the highest risk, and develops a tailored intervention that reflects their identity, values, and influencers. Health messaging is woven into culturally appropriate communications to enable successful reception among these hard-to-reach audiences.

An Evidence-Based Strategy


Social Branding® combines multiple behavior change theories, including the theory of reasoned action, social identity theory, and the diffusion of innovations theory, to create an evidence-based intervention. By presenting new attitudes and beliefs through influencers and culturally relevant values, Social Branding® changes perceived social benefits of behaviors.

Evaluations of our Social Branding® strategy have been published in numerous peer-reviewed journals, documenting its effectiveness with both youth and young adults.

LEARN MORE


To learn more about how we can use Social Branding to change behaviors in your community, please contact:

KRYSTEN ISAAC PEAIRS
Account Director
kisaac@RescueAgency.com

Learn More About Our Behavior Change Strategies: