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Meeting Information

Project Title: The Science of Changing Behavioral Health Social Norms

PIN: DBASSE-BBCSS-15-01         

Major Unit:
Division of Behavioral and Social Sciences and Education
Institute of Medicine

Sub Unit:
Committee on National Statistics
Board on Health Sciences Policy
Board on Behavioral, Cognitive, and Sensory Sciences

Vandemark, Lisa

Subject/Focus Area:
Behavioral and Social Sciences; Education; Health and Medicine

Workshop: Lessons Learned from Diverse Efforts to Change Social Norms
March 18, 2015 - March 18, 2015
Keck Center
500 5th Street, NW
Washington D.C. 20001

If you would like to attend the sessions of this meeting that are open
to the public or need more information please contact:

Contact Name: Renee L. Wilson Gaines
Phone: 202-334-2145
Fax: 202-334-2210



Workshop: Lessons Learned from Diverse Efforts to Change Social Norms
March 18, 2015

The National Academies’ Keck Center ? Room 100
500 5th Street NW ? Washington, DC 20001


DAY ONE - Wednesday, March 18, 2015

8:30 am Workshop Check-in

9:00 Welcome From the National Research Council
Barbara Wanchisen, Director, Board on Behavioral, Cognitive, and Sensory Sciences

9:10 Workshop Overview And Goals
David Wegman, Committee Chair
Lisa Vandemark, Study Director

9:30 PANEL I ? Messaging

Panel Synopsis: Lessons learned about messaging (“What you say”) from previous efforts in relevant fields, about the importance of messaging in efforts to change social norms, including relevant elements of messaging such as dimensionality, concept, definition, and structure.

Moderator: Joanne Silberner
Discussant: Vicky Rideout, Committee Member

• Key Principles in the Design of Effective Persuasive Messages: Engagement and Acceptance: Joseph Cappella. Annenberg School for Communication
• Making the Most of Your Message: How message structure and content influence attention, cognition, emotion, and intentions: Annie Lang, Indiana University
• Behavioral Economics & Social Marketing: Tony Foleno, The Ad Council
• The Context and National Testing of PSAs: The “Schizo” Project: Bernice Pescosolido, Indiana University


11:00 Remarks from SAMHSA: Kana Enomoto, Deputy Administrator, SAMHSA.

11:15 PANEL II ? Methods

Panel Synopsis: This session would focus on exploring evidence-based platforms (“How you say it”) that can be used for media/communications efforts, and the strengths and weaknesses of the various media types in the context of the social norms targeted for change.

Moderator: Joanne Silberner
Discussant: Bernice Pescosolido, Committee Member

• Using entertainment media to deliver public health messages: A case study of Grey’s Anatomy: Vicky Rideout, VJR Consulting
• Reporting Mental Health Issues in a Rapidly Changing Media Landscape: Resources, New Developments, and Future Directions: Rebecca Palpant Shimkets, The Carter Center
• National Advertising to Reduce Youth Tobacco Use The truth campaign: Donna Vallone, American Legacy Foundation

12:30 LUNCH

1:15 PANEL III ? Big Picture Look at Social Change

Panel Synopsis: How did social norms on those issues change? What role did mass media campaigns play? What roles did other elements, such as public policy, regulatory changes, or grass-roots campaigns play in influencing change in social norms?

Moderator: Joanne Silberner
Discussant: Rebecca Palpant-Shimkets, Committee Member

• The designated driver campaign: Jay A. Winsten, Harvard University
• When You Know Better You Do Better: Phill Wilson, Black AIDS Institute
• Legacy 2: Youth Smoking: Robin Koval, American Legacy Foundation
• Gay & Lesbian Bullying Prevention: Tony Foleno, Ad Council

2:30 PANEL IV ? Case Studies in Changing Social Norms

Panel Synopsis: Media and communications campaigns/strategies used to improve social norms, beliefs, and attitudes in health-related arenas in which negative social norms, chronicity, and behavior change are relevant (e.g., epilepsy, HIV/AIDS, cancer.).

Moderator: Joanne Silberner
Discussant: William Holzemer, Committee Member

• Epilepsy: Sources of Stigma and Campaign Efforts: Joan Austin, Indiana University
• Reducing HIV-Related Stigma in Healthcare Settings: From Africa to Alabama: Janet Turan, UAB Birmingham
• Deserve to Die: A campaign that uprooted long held beliefs: Kay Cofrancesco, Lung Cancer Alliance

3:30 BREAK

3:45 Reflections on Lessons Learned and Open Discussion

Panel Synopsis: Discussants will reflect on panel presentations in the context of what we know about the effectiveness of different types of media and communications campaigns/strategies used to improve social norms, beliefs, and attitudes regarding mental and substance use disorder and access to treatment.

Moderator: David Wegman

• Vicky Rideout, Committee Member
• Bernice Pescosolido, Committee Member
• Beth Angell, Committee Member
• William Holzemer, Committee Member

• David Wegman, Committee Chair


Meetings and activities of BBCSS are sponsored by:
Alfred P. Sloan Foundation; American Psychological Association; Bill & Melinda Gates Foundation; Elsevier; National Aeronautics and Space Administration; National Cancer Institute; National Institute on Aging; National Science Foundation; U.S. Army Research Institute for the Behavioral Sciences; William and Flora Hewlett Foundation; The U.S. Department of Health and Human Services; Office of the Assistant Secretary for Planning and Evaluation (ASPE); Substance Abuse and Mental Health Services Administration (SAMHSA)