Dr. Wesley Perkins, one of the foremost practitioners of social norming in the U.S., has broken down social norming into a basic four-step plan:

1.Collect data and stats. Find out what positive behaviors are true norms on your campus, as well as any misperceptions that may exist about those norms.

2. Publish the data. In as many ways as possible, get the word out on what is really happening on campus. Promote the fact that most students are healthy when it comes to their choices about tobacco.

3. Advertise the truth. Use the techniques of social marketing to promote the truth about positive social norms. This can help lower many of the misperceptions that exist.

4. Document results. Once the misperceptions are erased, or at least, decreased, document behavior change among the students. Tell everybody and anybody who will listen about the progress.

Social Norming—What is it?

Where Do the Misperceptions Come From?

How Tobacco Prevention and Control and Social Norms Work as a Team