At this year’s National Conference on Tobacco or Health (NCTOH), SE2, ADAPT, and The Montana Institute shared how social norms campaigns are transforming youth prevention efforts across the country.
For decades, youth prevention campaigns have focused on warnings—“don’t smoke,” “just say no,” “avoid drugs.” While well-intentioned, these fear-based messages can backfire. They often reinforce the idea that risky behaviors are common, leaving teens with the impression that “everyone is doing it.”
The truth? Most young people make healthy choices. The challenge is that teens don’t always see it that way. They tend to overestimate how many of their peers use substances like tobacco, marijuana, or alcohol. These misperceptions influence behavior: if a student thinks most of their classmates are vaping, they’re more likely to try it themselves—and less likely to intervene when others do.
That’s where social norms campaigns come in.
By sharing accurate, hyperlocal data that highlights the positive choices most youth are already making, we can shift the narrative. Instead of focusing on what not to do, these campaigns reinforce what is happening: the majority of students are tobacco-free, avoid alcohol, and choose healthier paths.
This strengths-based approach—rooted in the Science of the Positive and Positive Community Norms frameworks—has been shown to reduce misperceptions, lower rates of use, and build a culture of wellness.
Key strategies for effective campaigns include:
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Using local survey data that students recognize and trust
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Keeping messages simple, fresh, and youth-friendly
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Empowering youth to design and deliver the messages
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Involving trusted adults to reinforce positive norms
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Measuring results to track real impact
When we correct the story, we change the outcome.
By shining a light on the healthy norms that already exist, we help young people feel confident in their choices and create communities where wellness grows.
About the Author:
Brandon Zelasko (he/him), a Principal at SE2, is a dynamic force passionate about innovation, education, and community engagement. Beyond his professional role, Brandon embraces diverse interests, from painting to exploring the outdoors with his husband and rescue dog, Burger. Dubbed “Brandopedia” for his insatiable curiosity and wealth of knowledge, Brandon champions education equity, advocating for alternative pathways beyond traditional college routes. At SE2, Brandon’s commitment to innovation and growth drives him to make a meaningful impact on people’s lives through creative problem-solving and community involvement.
