Student Social Norming Task Force

In an effort to motivate students to practice health behaviors so they don’t spread COVID-19, Colorado State University is taking an innovative approach utilizing social norms marketing. The strategy involves correcting the misperceptions that students may have about their peers and their attitudes and behaviors surrounding COVID-19 through data.

Campus signage and social media messages — promoting face coverings, hand washing, small gatherings, and staying at home while sick, among other public health behaviors — have featured critical data from three campus-wide surveys. According to the survey results, students are more motivated to practice health behaviors since the campaign has started.

The initiative is led by the Social Norming Task Force, created out of the Student Life Continuity and Recovery Working Group and comprised of more than 25 members, including students, faculty and staff from Division of Student Affairs, University Communications, Athletics and Human Resources.

The task force was charged with:

  • Creating a social norming campaign to help students’ transition and embrace the expectations of a “new normal” at CSU.
  • Partnering with CSU Health Network and other offices to develop and maintain direct and indirect messaging and educational interactions that promote behavior change in alignment with public health guidelines.
  • Attending to equity and psychological impacts of communication on institutionally underserved populations.

Communications Materials

Trace your steps - Cam the Ram

Trace your steps

 

Test, Trace, Isolate - Cam the Ram

Keep Screening, Rams

Test, Trace, Isolate - Cam the RamTest – Trace – Isolate

Test, Trace, Isolate - Cam the RamProtect your loved ones over break

Keep gatherings small - Cam the Ram

Keep gatherings small
(indoor version)

Wear a face covering - Cam the RamFace coverings

Keep gatherings small (outdoor version) - Cam the Ram

Keep 

gatherings

 small
(outdoor version)

Stay home when you're sick - Cam the RamStay home when you’re sick

Wash your hands - Cam the RamWash hands

Student Surveys

Data is at the heart of the Social Norming Task Force’s approach.

Since Summer 2020, CSU has conducted several student surveys to help the Social Norming Task Force understand how CSU students feel about behaviors to reduce the spread of COVID-19.

Vaccine and testing survey: Key results

Vaccines: 74% of CSU students responding to the survey indicated they would get a vaccine when it becomes available.

Testing: 90% of CSU students responding to the survey indicated that all students should be encouraged to get tested for COVID-19 if they suspect they have been exposed to the virus.

Contact tracing: 76% of CSU students responding to the survey agree or strongly agree that contact tracing helps protect the community from COVID-19.

Isolating: 98% of CSU students responding to the survey indicated that it is important or very important for a person to isolate if they have tested positive for COVID-19.

The CSU Student “Spring Semester CSU Social Norming Survey” was administered Dec. 1 through Dec. 14 to a random sample of 5,000 new and current CSU students.

Health behaviors surveys: Key Results

96.1% (October 2020) | 95.1% (July 2020) of students completely or mostly agree that “staying at home when you are sick can reduce the spread of COVID-19.”

86.8% (October) | 87.4% (July) of students completely or mostly agree that “hand washing can reduce the spread of COVID-19.”

82.2% (October) | 76.4% (July) of students completely or mostly agree that “physical distancing can reduce the spread of COVID-19.”

80.5% (October) | 72% (July) of students completely or mostly agree that “wearing a face covering can reduce the spread of COVID-19.”

74.4% (October) | 71.8% (July) of students completely or mostly agree that “using sanitizer can reduce the spread of COVID-19.”

81.7% (October) | 70.1% (July) of students completely or mostly agree that “avoiding gatherings can reduce the spread of COVID-19.”

October survey: The CSU Student Social Norming Mid-Semester Assessment was administered Oct. 5-19 to a random sample of 5,000 CSU students. A total of 489 students responded for a 9.8% response rate.

July survey: The CSU Student Social Norming Survey was administered July 2 through July 13 to a random sample of 5,000 new and current CSU students. A total of 1,569 responded for a 31% response rate.

Contact Information

CSU Student Social Norming Task Force
Laura Giles or Jody Donovan

Presentations, trainings and Public Health Ambassadors
Ali Raza or Tyler Alvarado

CSU student social norming survey
Elizabeth Williams or David McKelfresh

Communication materials
Colleen Rodriguez or Kate Hagdorn