Project euPrevent Social Norms Approach

‘Together we are working in a cross-border setting to ensure good public health in the Euregio Meuse-Rhine. We give people information so they gain insights and get inspired to make healthier choices.’

Research shows that harmful consumption behaviour among young people and seniors in the Euregio Meuse-Rhine (EMR) is worrying. The ultimate goal of this Euroregional project is to limit harmful consumption behaviour such as alcohol, drugs and medicines use among the target groups; young people and people aged over 55.

Focus of the project

The ‘Social Norms Approach’ is a promising approach when it comes to behavioural change, in combination with other prevention measures. Research shows that people with harmful behaviour will use considerably less when they adjust their standards. In this project, this science is used to develop information messages for young people and people aged over 55.

What is ‘Social Norms Approach’?

Individuals believe that their behaviour corresponds to the behaviour of the majority of people in their social environment. For example, a heavy drinker often thinks that people in his social environment also drink a lot. The Social Norms Approach uses positive message(s) to correct unhealthy misconceptions, messages based on the actual social norms of the environment. These insights inspire and stimulate a healthy lifestyle.

Inventory

In this project, the current social standards of the target groups young people (12-26 years) and the over-55, with regard to behaviour that is harmful to health, are mapped out. Data on use and abuse are inventoried.

Euroregional prevention campaign

Based on the inventory results, a Euroregional prevention campaign will be developed for both target groups. A positive prevention campaign to provide people with correct insights on topics such as alcohol, drugs and drug use. This aims to inspire and motivate people to make healthier choices.

Collaboration

The euPrevent Social Norms Approach project is a collaboration between 11 project partners from the Euregio Meuse-Rhine, who have been working together for more than 15 years on various projects within the ‘euPrevent Addiction’ programme. Mondriaan is the lead partner of this project.

After this project, the ‘Social Norms Approach’ remains applicable and can be used to prevent other health problems in the Euregio Meuse-Rhine.

The euPrevent Social Norms Approach project is being carried out within the context of Interreg V-A Euregio Maas-Rhine, with € 1.065.840,- from the European Regional Development Fund. The project also receives co-financing and project partners pay their own contribution.