Social Norms Marketing Campaign
Implemented at Harwood Union Middle School & Twinfield Middle School
Creating Healthy Norms, Together
During the 2025–2026 school year, the Social Norms Marketing Campaign was implemented at both Harwood Union Middle School and Twinfield Union School.
Using data collected through student surveys, the campaign shared positive, student-centered messages that reflected the real experiences, attitudes, and behaviors of local youth. Throughout the year, posters, stickers, newsletters, and buttons displayed around each school highlighted social norms data, helping students see that many of their peers make healthy choices, value friendships, support one another, and participate in positive activities. We shared over 1,500 marketing materials between the two schools!
At Harwood, the campaign was further integrated into the school community through collaboration with a math teacher, who incorporated social norms data into classroom learning and discussion.
By sharing accurate information about what students are actually thinking, feeling, and doing, the campaign helps strengthen school connectedness and reduces misconceptions that can contribute to risky behaviors.
We're excited to expand the SNMC to Barre Middle School in the future.
Evaluation of this approach shows it works.
Misperceptions of peer substance use reduced by more than one-third (34%-46%).
Rates of substance use dropped across all substances (10%-38%)
Substance use was the lowest among students with high exposure to campaign messages.
Materials from the campaign:
Curious about how we’re implementing this campaign into the schools?
Learn how the Student Norms Messaging Campaign is helping students, families, and educators build stronger, healthier school communities across Central Vermont.