Truth about Youth Truth about Youth Research Research

Project/ConferenceProject/ConferenceAndi Whitwham: PSHE ConsultantAndi Whitwham: PSHE Consultant

Bedford Borough CouncilBedford Borough Council

Background to social norms Background to social norms workwork

Initial pilot 2007Initial pilot 2007

Action research 2008/9Action research 2008/9

SEF Conference 2008SEF Conference 2008

Research project 2009/10Research project 2009/10

ProgrammeProgramme

DataData Research aimsResearch aims History of interventions according to History of interventions according to

Wes Perkins!Wes Perkins! Conference Conference FindingsFindings FeedbackFeedback

Attitude question towards AlcoholAttitude question towards Alcohol

Perception question on attitude to young people and Perception question on attitude to young people and alcoholalcohol

Comparison to CannabisComparison to Cannabis

Perception of Cannabis use of other studentsPerception of Cannabis use of other students

Comparison to Illegal drugsComparison to Illegal drugs

Perception of illegal drug use of other Perception of illegal drug use of other studentsstudents

Have you ever carried a weapon in Have you ever carried a weapon in school at any time?school at any time?

What action would you take?What action would you take?

Attitude towards sex and Attitude towards sex and relationshipsrelationships

Have you ever had sexual intercourse?Have you ever had sexual intercourse?

Research project aims Research project aims 2009/102009/10

Broaden the scope of the study:Broaden the scope of the study: Young People over estimated perceptions of their peers Young People over estimated perceptions of their peers

involvement in risky behaviours.involvement in risky behaviours.

The majority of Young People have a positive attitude and The majority of Young People have a positive attitude and do engage in sensible decision making.do engage in sensible decision making.

Are there any gender/age/socio economic differences Are there any gender/age/socio economic differences which may affect delivery and development of social which may affect delivery and development of social norms work?norms work?

How the approach can be used effectively in schools and How the approach can be used effectively in schools and communities.communities.

Native American WisdomNative American WisdomTribal wisdom of the Dakota Indians, Tribal wisdom of the Dakota Indians,

passed on from one generation to the passed on from one generation to the next:next:

““When you discover When you discover you are riding a you are riding a

dead horse, dead horse,

the best strategythe best strategy

is to dismount.”is to dismount.”

Because of much investment in ineffective Because of much investment in ineffective prevention strategies, often programs try a prevention strategies, often programs try a variety of ways to keep going with the dead variety of ways to keep going with the dead

horse:horse:

Because of much investment in ineffective Because of much investment in ineffective prevention strategies, often programs try a prevention strategies, often programs try a variety of ways to keep going with the dead variety of ways to keep going with the dead

horse:horse: Buying a stronger whip.  Changing riders.

Appointing a committee to study the horse.

Visiting other sites to see how they ride dead horses.

Appointing an intervention team to reanimate the dead horse.

Hiring outside contractors to ride the dead horse.

Providing additional funding to increase horse performance.

Harnessing several dead horses together for increased speed.

Research Shows MisperceivedResearch Shows MisperceivedYouth Risk Behaviour Norms ExistYouth Risk Behaviour Norms Exist

Across All School Age LevelsAcross All School Age Levels In All Countries Where InvestigatedIn All Countries Where Investigated Across Subpopulations of YouthAcross Subpopulations of Youth In Community Populations of In Community Populations of

Young AdultsYoung Adults For Attitudes, Risk Behaviors, and For Attitudes, Risk Behaviors, and

Protective BehaviorsProtective Behaviors

Findings from the projectFindings from the project

SchoolsSchools InterventionsInterventions FlexibilityFlexibility PotentialPotential Partnership workingPartnership working CommitmentCommitment ResilienceResilience FundingFunding

Feedback from the ConferenceFeedback from the Conference~~

Truly inspirational Thank you!Truly inspirational Thank you! Wes Perkins presentation was superbly Wes Perkins presentation was superbly

interesting and thought provoking. Will be interesting and thought provoking. Will be musing on it for some time!!!musing on it for some time!!!

The social norms approach presents a The social norms approach presents a rational way of dealing with the issues of rational way of dealing with the issues of risky behaviours of young people-it risky behaviours of young people-it obviously works and the challenge is how obviously works and the challenge is how we implement this on a large scale in the we implement this on a large scale in the UK.UK.

Excellent conference. I really enjoyed it and Excellent conference. I really enjoyed it and look forward to further developing this look forward to further developing this work.work.

Fantastic conference-useful in so many Fantastic conference-useful in so many aspects. Certainly food for thought and aim aspects. Certainly food for thought and aim to change my working practice to relate to to change my working practice to relate to social norms data.social norms data.

Excellent day. Lets hope future funding Excellent day. Lets hope future funding enables us to embrace this-lets make it work!enables us to embrace this-lets make it work!

Excellent day! Thoroughly enjoyed all Excellent day! Thoroughly enjoyed all presentations and workshops.presentations and workshops.

Professor Perkins was fascinating to listen to Professor Perkins was fascinating to listen to and opened my eyes to a whole new way of and opened my eyes to a whole new way of thinking. I was engaged by his stats which is thinking. I was engaged by his stats which is unusual for me and could have spent the unusual for me and could have spent the whole day listening to his theories.whole day listening to his theories.

Get Over It 85

In Swindon, 60 % of young people said that if one of

their friends ’came out’, they would be supportive

Condoms 90

In Swindon, 90% of young people think you should always use a condom even if the girl is on the pill.

Sex Can Wait 80

In Swindon, 80% of young people have never had sex.

Chlamydia 55

In Swindon, 90 % of young people think you should always use a condom to

protect against STIs.

Studies have shown that Studies have shown that social normssocial norms are much more important than policy are much more important than policy makers have traditionally assumed.makers have traditionally assumed.

People are deeply People are deeply influencedinfluenced by the by the behaviour of those around them - and behaviour of those around them - and public policy should reflect that.public policy should reflect that.

We need to be We need to be smartersmarter about how about how information is presented to ensure information is presented to ensure messages really hit home.messages really hit home.

Advertising Advertising social normssocial norms can can snapsnap people out of fantasy that their drinking, people out of fantasy that their drinking, smoking or eating habits are the same as smoking or eating habits are the same as everyone else’s.everyone else’s.

Working with Working with communities and schoolscommunities and schools to develop young people’s to develop young people’s confidence confidence and self-esteemand self-esteem..

EmpoweringEmpowering them to take better them to take better decisions when young, so that they enjoy decisions when young, so that they enjoy greater greater healthhealth and and well-beingwell-being through through life.life.

The The majoritymajority of young people who don’t of young people who don’t take illegal drugs and do not get blind take illegal drugs and do not get blind drunk on a Friday night are celebrated.drunk on a Friday night are celebrated.

Andrew Lansley Secretary of Andrew Lansley Secretary of State for Public Health, Faculty State for Public Health, Faculty of Public Health Conference of Public Health Conference June 2010June 2010

We have read that this approach We have read that this approach worksworks

We know that it worksWe know that it works

What now?What now?

Thank you for listeningThank you for listening