Using Media to Shift Social Norms of Violence Among Youth

NCT02706145 | Completed

• 2 other identifiers: 15.09101U01CE002711
• Study Type: interventional
• Target: 8,037
• Locations: 1 country
• Sites: 2

Brief Summary

The project will utilize a quasi-experimental design to examine the effectiveness of a community-level, three-year social norming campaign aimed at changing norms of violence among youth 10-24, with West Louisville (WL) as the intervention community and East Nashville, Tennessee as the control community. The project will address the following research questions (RQs): RQ1: To what extent is a social norming campaign effective in changing the descriptive and injunctive norms of violence among youth in WL? RQ2: To what extent are the descriptive and injunctive norms of violence among youth in WL related to violent behavior (by type)? RQ3: To what extent is a social norming campaign effective in reducing population rates of youth violence in WL? RQ4: Which forms of media are most effective in reaching youth of different ages with campaign messages? RQ5: How is community readiness related to implementation of a community-level social norming campaign? RQ6: How is community capacity related to implementation of a community-level social norming campaign? RQ7: How does community capacity to address youth violence change over time with the implementation of a community-level social norming campaign? RQ8: To what extent is a social norming campaign cost-effective in reducing incidents of serious violence among youth?

Conditions

Violence

Keywords

social norms; youth violence; media

Outcome Measures

Primary Outcomes (4)

• Proportion of youth who report descriptive norms that promote violence as measured by our school survey

  Survey will assess population level changes in descriptive norms among youth in the intervention group related to violence compared to control group

  up to 60 months

• Proportion of youth who report injunctive norms that promote violence as measured by our school survey

  Survey will assess population level changes in injunctive norms among youth in the intervention group related to violence compared to youth in the control group

  up to 60 months

• Proportion of youth who engaged in violent behavior in the past 12 months as measured by our school survey

  Youth engagement in violent behavior (by type of violence)

  up to 60 months

• Community rates of violence involving youth 10-24 aggregated by police department, emergency department, and school district records

  Community-level rates of youth violence (by type of violence)

  up to 60 months

Study Arms (2)

Intervention Group (West Louisville)

EXPERIMENTAL

This group will be exposed to the social norming campaign via traditional, mass, and social media over the three-year intervention period.

Other: Social norming campaign

Control Group (East Nashville)

NO INTERVENTION

This group will serve as the control group, and measures of social norms and attitudes toward violence will be compared between this group and the intervention group.

Interventions

Social norming campaign OTHER

community-level, three-year social norming campaign, using traditional and emerging media, aimed at changing norms of violence among youth 10-24

Intervention Group (West Louisville)

Eligibility Criteria

• Age: 10 Years - 24 Years
• Sex: all
• Healthy Volunteers: Yes
• Age Groups: Child (0-17), Adult (18-64)

You may qualify if:

• youth between 10 and 24 years of age who reside in one of the nine neighborhoods of West Louisville or in the comparison site of East Nashville

You may not qualify if:

• individuals outside the age range (i.e., younger than 10 or older than 24) or who do not live in the intervention or comparison communities

Sponsors & Collaborators

• University of Louisville: lead
• Centers for Disease Control and Prevention: collaborator
• Vanderbilt University: collaborator

Study Sites (2)

University of Louisville School of Public Health & Information Sciences

Louisville, Kentucky, 40203, United States

Location

Vanderbilt University

Nashville, Tennessee, 37203, United States

Location

Related Publications (5)

• Castle B, Wendel M, Kerr J, Brooms D, Rollins A. Public Health's Approach to Systemic Racism: a Systematic Literature Review. J Racial Ethn Health Disparities. 2019 Feb;6(1):27-36. doi: 10.1007/s40615-018-0494-x. Epub 2018 May 4.

  PMID: 29729001 BACKGROUND

• Wendel ML, Jones G Jr. Equity for Whom? The Example of Qualified Opportunity Zones. Am J Public Health. 2020 Mar;110(3):280-281. doi: 10.2105/AJPH.2019.305532. No abstract available.

  PMID: 32023101 BACKGROUND

• Wendel ML. Commentary: Racism is a Public Health Emergency. Fam Community Health. 2020 Oct/Dec;43(4):255-256. doi: 10.1097/FCH.0000000000000281. No abstract available.

  PMID: 32826736 BACKGROUND

• Castle B, Wendel M, Kelly Pryor BN, Ingram M. Assessing Community Leadership: Understanding Community Capacity for Health Improvement. J Public Health Manag Pract. 2017 Jul/Aug;23 Suppl 4 Suppl, Community Health Status Assessment:S47-S52. doi: 10.1097/PHH.0000000000000587.

  PMID: 28542064 RESULT

• Golden TL, Wendel ML. Public Health's Next Step in Advancing Equity: Re-evaluating Epistemological Assumptions to Move Social Determinants From Theory to Practice. Front Public Health. 2020 May 7;8:131. doi: 10.3389/fpubh.2020.00131. eCollection 2020.

  PMID: 32457863 RESULT

Related Links

• Campaign Website

Study Officials

• Monica L Wendel, DrPH

  University of Louisville School of Public Health

  PRINCIPAL INVESTIGATOR

• Maury Nation, PhD

  Vanderbilt University

  PRINCIPAL INVESTIGATOR

Study Design

• Study Type: interventional
• Phase: not applicable
• Allocation: NON RANDOMIZED
• Masking: NONE
• Purpose: PREVENTION
• Intervention Model: PARALLEL
• Sponsor Type: OTHER
• Responsible Party: PRINCIPAL INVESTIGATOR
• PI Title: Associate Professor

Study Record Dates

• First Submitted: February 23, 2016
• First Posted: March 11, 2016
• Study Start: March 1, 2016
• Primary Completion: December 31, 2021
• Study Completion: December 31, 2021
• Last Updated: November 14, 2022

Record last verified: 2022-11

Data Sharing

• IPD Sharing: Will share

Locations

US (2)