Norm and Norma

Treeton, Rotherham

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Norm and Norma launched across the Treeton community in Rotherham between September and October 2012. It was co-produced with local residents to dispel any myths and misconceptions surrounding smoking in the area through collected data that concluded most people in Treeton don’t smoke.

 

The preferred branding direction was similar to that adopted by a community in Sheffield which is located just 15 minutes from Treeton. We found that the sense of humour, language and ideas were similar across the two locations.

 

With the help of community members, a website, ambient media, a prize draw and brand awareness marketing messages were distributed to as many people in the community as possible to make the social norms intervention memorable. This also included a door drop advert taken out in the church magazine which was distributed to 1500 households.

 

The realistic aim of the website was to provide a one-time user experience for as many people as possible in order to digest the norms messages. It was also a platform from which each user could invite new users to take part in that experience. The site had just short of 3000 visits during the campaign period.

 

The idea for Norm and Norma came from developing ideas amongst community members at the local community centre. The characters were developed because the group felt typical northern witty nosey neighbours would be best suited to deliver the campaign messages. The characters were introduced gradually through various marketing deliverables and randomly in some places to arouse suspicion. The deliverables included  information scratch cards, an online quiz, lifesize cutouts, face masks, lamp post signs, flash mobs, banners, posters, balloons, stickers, beer mats, printed adverts, plasma screen adverts, website

 

Key Messages:

 

  • 3 out of 4 people around here don’t smoke
  • 4 out of 5 people think smoking should not be allowed in areas where children play
  • 8 out of 10 people don’t allow smoking inside their homes
  • 9 out of 10 people don’t allow smoking in their cars when children are present

 

Interestingly, the people of Treeton thought that ‘8 out of 10’ and ‘9 out of 10’ as a message were stronger when talking about smoking in homes and cars but 4 out of 5 was stronger for messages around children’s play areas. This decision came from the fact that they thought there was always an average of around 5 people in a park at anytime and therefore, it was easier to observe and believe this fact in the physical space.

 

If you are interested in hearing more about this project or commissioning a similar project email SONIC@leeds.ac.uk