SONIC

(SOcial Norms In the Community)

Changing social perception

The social norms approach can be a cost effective way of reaching large numbers of people and having an impact on behaviour across a community.

It’s based on the theory that an individual can easily assume that certain behaviours such as smoking, drinking alcohol, illegal drug use or even attitudes such as prejudice are much more prevalent in their community than they actually are.

Armed with these false assumptions, individuals could be more likely to follow the crowd and make decisions to take up a particular behaviour simply because it appears to be socially normal (or the social norm) in their community.

For example, heavy drinkers may think that most others consume as much as they do, and may use this belief to justify their behaviour.

Taking a social norms approach means providing communities with the real facts, or the actual norms and using positive promotional techniques to challenge their thinking, benefiting both society and individuals.

 

If you are interested in finding out more about social norms or commissioning a social norms project email SONIC@leeds.ac.uk

 

Latest
Projects

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Wakefield:

Pinderfields Hospital

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Sheffield: Southey

Norm & Norma

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Scunthorpe: Westcliff

Nice One Wezzy

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Hull: Thornton

Nice One Thornton

Ice Cream van

Rotherham: Treeton

Norm & Norma

Norm and Norma masks

Leeds: Seacroft

No Tricks Only Treats

Giant present on the road

Calderdale: Elland

Elland

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Grimsby: East & West Marsh

EMU

EMU Teaser flag

Wakefield: Featherstone

Fev Truth

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Dewsbury: Dewsbury Moor

Nice One: True or False?

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Barnsley: Athersley North

Athersley North

Six out of ten people in Athersley dont smoke glowsticks

Leeds Universities

What The Flock?

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