Cayuga County Social Norming

Cayuga County Drug Free Community Coalition partnered with CACTC to develop a social-norming campaign

This campaign was focused on youth alcohol and marijuana prevention. Social norms interventions like this aim to provide accurate information about peer group behaviors to correct misconceptions about norms. For example, presenting teens with accurate information about teen alcohol use rates, which may be lower than they assume. This can help alleviate the assumed peer pressure of an idea that "everyone is doing it."

CACTC provided

• a youth-focused visual identity specific to the Cayuga County demographics

• social media campaign composed of 12 unique videos, optimized for story-based posting across Snapchat and Instagram

• social-norming messaging around alcohol and marijuana use

• alternate media designs, including posters, movie theatre and screen ads

• consultation in implementation