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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 ToolsThe 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.
Counting |
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Counting -
MOST of Us Wear Seatbelts Radio Ad
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Eddie the Bar Tender |
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Eddie the Bartender -
MOST of Us Prevent Drinking and Driving Campaign Radio Ad
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Eddie the Bartender |
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Eddie the Bartender -
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.
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Keep It Up |
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Keep It Up -
MOST of Us Wear Seatbelts Radio Ad
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Meth Free MT Grassroots Guide |
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Meth Free MT Grassroots Guide -
Meth 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.
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MOST of Us Services |
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MOST of Us Services -
A movie presentation of some of the services most frequently used by our many clients.
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MOST of Us Services |
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MOST of Services -
A movie presentation of some of the services most frequently used by our many clients.
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Perfect Day |
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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.
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Perfect Day |
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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.
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Real World |
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Real World -
MOST of Us Are Tobacco Free Campaign television ad.
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Ski Lodge-Flash |
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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.
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Ski Lodge-QuickTime |
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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.
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Ski Rack |
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Ski Rack -
MOST of Us Are Tobacco Free Campaign television ad
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Social Norms Network Community |
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One of the most exciting and rewarding aspects of the 2003 Montana Summer Institute for Social Norms Practitioners was the opportunity for peers involved in implementing social norms programs to share their ideas and experiences. All of the participants felt that it would be valuable to find a way continue that level of idea and resource sharing.
MOST of Us® invites you to join a free "virtual community" that will allow practitioners to interact with one another, to view and comment on campaign materials, and to foster a unified community that benefits health promotion and the entire field of social norms. Better communication will help us all improve the ways we use social norms to keep people healthy and safe. To join the Social Norms Network Community, go online to communities.mostofus.org.
The Network is:
• Straightforward to learn and simple to use
• Unintimidating and does not include unregistered people
• Secure and well protected
• Accessible at any time
• Designed to keep your email free of unwanted messages
Joining will allow you to:
• Engage with colleagues who can help troubleshoot problems and provide you with technical assistance
• Improve networking capabilities and share innovative ideas
• Solicit and generate input on campaign efforts by allowing you to comment and vote on posters, promotional items, and radio and television commercials, and to post your own materials for review
• Exchange ideas and work together over distance in ways that would be much more difficult -- or impossible – if you were limited to other media
• Empower you to create your own content
• Implement community-wide announcements, event notification, or dynamic news sharing in our online community
• Access the Network’s home on the Web from any computer, anywhere
• Post announcements, view photos, have discussions, make recommendations, share thoughts, and meet others with similar interests or questions
Here’s how to become part of the Social Norms Network Community:
• Go online to communities.mostofus.org
• Click the "Register" icon in the menu at the top of the page. This will take you to the Most of Us Communities—Registration Agreement Terms.
• At the bottom of this section, click on "I Agree to these terms and am over or exactly 13 years of age." This will take you to "Registration Information."
• Enter your Username (your name), E-mail address, and Password. Make a note of your entered choices.
• Further down the page, fill in the section called "Profile Information." Enter your Website Location, Occupation, and Interests.
• Under Preferences, check “Yes” for “Always show my e-mail address” if you want other members of the community to be able to contact you.
• Click "Submit" at the very bottom of the page.
• You are now officially registered.
Below are some tips to help you get the most out of your Network membership.
Creating a message:
• Once you have registered, click the “Log in” icon in the menu at the top of the page.
• Enter your user name and password
• Choose the Forum called "Social Norms Network Community."
• Click on whatever topic you wish to read or respond to.
• If you would like to add a new topic, click on the “New Topic” box. Title your topic, write your message, and then click "Submit."
Creating an online poll:
• If you want to create a poll for your colleagues to respond to, click on "New Topic."
• Enter both a subject and a message for your poll. These fields cannot be left empty. For example, if you wanted to poll your colleagues’ preferences for soda, you would type "Soda" at the "Subject" heading and then write a brief message in the message box.
• Write your question in the "Poll Question" box. ("Do you like soda?")
• Click "Poll Option," and enter "Yes." Click "Poll Option" again and enter "No."
• Click "Submit."
• If you want to ask an open-ended question such as "What is your favorite brand of soda?" you must create option boxes for each of the brands you want as a possible choice. For example, click "Poll Option" and write "Coke," then click "Poll Option" again and write "Pepsi". For each subsequent option you would like to give voters, you will have to click the "Poll Option" button and write in each choice separately.
Click "Submit."
Adding a picture to your user profile:
• If at you would like to or change your user profile or add a picture of yourself that will show up in all your postings, click the "Profile" icon in the menu at the top of the page.
• To add your picture, scroll down to the "Avatar Control Panel" at the bottom of the page. You will need to have a digital picture of yourself that is no larger than 80 x 80 pixels.
• Click the "Browse" button. This will allow you to find the picture file on your computer.
• If you would like to have your picture attached to your messages, but are not sure how to complete the above steps, please send a digital or a hard copy of yourself to MOST of Us and we will upload it for you.
• If you encounter any problems or have any questions about the Social Norms Network Community, please do not hesitate to contact Gary Lande at 406-994-3373 or glande@montana.edu.
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Street Talk |
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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.
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Street Talk |
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Street Talk -
MOST of Us Wear Seatbelts Radio Ad
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Street Talk-Flash |
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Street Talk -
his 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.
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The Main Frame |
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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.
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Theater Snacks-Flash |
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Theater Snacks -
MOST of Us Are Tobacco Free Campaign television ad.
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Theater Snacks-QuickTime |
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Theater Snacks -
MOST of Us Are Tobacco Free Campaign television ad.
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Tool Box |
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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.
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Who We Are-Flash |
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Who We Are -
MOST of Us Are Tobacco Free Campaign television ad.
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Who We Are-QuickTime |
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Who We Are -
MOST of Us Are Tobacco Free Campaign television ad.
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