Practitioner’s Tools
On this page, MOST of Us has posted some basic social norms tools as well as selected radio ads and television ads from the social norms campaigns we have run. We hope they inspire and assist other practitioners in their work.
Social Norms Tools
The Main Frame: Strategies for Generating Social Norms News provides advice on generating news coverage and shifting the public debate when it comes to issues of health and safety. This file is 46 pages long and may take some time to download.
The Social Norms Toolbox includes information on the 7-Step Montana Model of Social Norms Marketing and Tips for Getting Started on a social norms campaign.
The Parent Norms Executive Summary and Parent Norms Survey Full Report contain information on an innovative social norms research project completed by MOST of Us about parenting strategies and communications.
All Girls Garage
View All Girls GarageCounting
Dogs Know All
Eddie the Bartender
Honor Tradition
Keep It Up
Kids Care
Meth Free MT Grassroots Guide
Meth Free MT Grassroots GuideMeth Free MT brings Montana residents, law enforcement officers, and prevention and treatment professionals together in a network of grassroots community partnerships that prevent the use and production of methamphetamine. Meth Free MT is a community initiative started by the Montana Department of Justice, and that is run under the leadership of the Montana Attorney General’s office. Its goal is to raise awareness and to find innovative ways to stem the use and production of methamphetamine in our state. The purpose of this Grassroots Guide is to include you in the process. Every Montanan has a role to play.
Whether you are a teacher, a pharmacist, a parent, a farmer, or simply a concerned Montana citizen, this Grassroots Guide will show you how to recognize a methamphetamine user or spot a methamphetamine lab. It will teach you to be the eyes and ears of your community, and also how to use your voice to include other community members, politicians and local leaders in the effort to rid Montana of meth.
Specific information for health care providers, retailers, farmers, ranchers, Native Americans, landlords and real estate agents, law enforcement, first responders and retailers is available at methfreemt.org.
MOST of Us Services
A PDF presentation of some of the services most frequently used by our many clients.
Parent Norms Survey Executive Summary
Parent Norms Survey Full Report
Perfect Day
This ad was part of a series of three television commercials created by MOST of Us as part of the MOST of Us Prevent Drinking and Driving Campaign.
Real World
MOST of Us Are Tobacco Free Campaign television ad.
Ski Lodge
This ad was part of a series of three television commercials created by MOST of Us as part of the MOST of Us Prevent Drinking and Driving Campaign.
Ski Rack
MOST of Us Are Tobacco Free Campaign television ad
State Wide Survey
Street Talk
This ad, features an animated background in keeping with the three television commercials created before it. However, the main focus of the ad is live footage taken of brief interviews with Bozeman area residents, who fall within, the target population asking them how they choose their designated driver. The goal of the commercial is to show a wide range of Montana young adults honestly discussing various strategies for getting home safely.
Stroke – Female Physician
Stroke – Male Physician
The Main Frame
The social norms field recognizes the need to create a new frame for public health issues-i.e., one that is based upon sound social science, accuracy in reporting and positive messages. While there are many resources available that discuss how to generate news, there have been no guides to cultivating press coverage using the social norms approach. The Main Frame: Strategies for Generating Social Norms News is the first resource to provide social norms practitioners with advice on generating news coverage and shifting the public debate when it comes to issues of health and safety. The Main Frame is intended to be an ongoing collection of the efforts of social norms interventions to create press coverage. As projects receive more coverage, the guide will grow and undergo revisions to reflect the successes and challenges encountered. In this way, it can serve as a compendium of the experiences members of social norms projects have in creating press coverage.
Theater Snacks
MOST of Us Are Tobacco Free Campaign television ad.
Tool Box
The 7-Step Montana Model on Social Norms Marketing (Montana Model) was developed to expand the application of social normative theory to prevention practice. The Montana Model contains specific protocol for conducting social norms marketing in a variety of settings. The Montana Model of Social Norms Marketing recognizes the need for greater “systemic coordination” among inter-related health and social issues that intend to use media as a prevention strategy. Health issues such as teen pregnancy, alcohol use/abuse, and illicit drug use have traditionally been treated as singular issues. Each issue tends to have a separate Federal and/or State-funding source, and therefore promulgates the idea of singular and focused interventions. The Montana Model looks to break down some of these barriers that exist between certain health and social issues, while focusing on the common thread of target population.
Social normative campaigns are not general awareness campaigns that rely upon the donation of advertising space to reach a population. They are carefully crafted and placed media campaigns that have the power to create long-term attitudinal and behavior shifts among specific populations. No one said coordinating a social norms campaign would be easy, but the potential rewards are just what public health advocates need as they head into the 21st century