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?
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Proportion of youth who report descriptive norms that promote violence as measured by our school survey
Timeframe: up to 60 months
Proportion of youth who report injunctive norms that promote violence as measured by our school survey
Timeframe: up to 60 months
Proportion of youth who engaged in violent behavior in the past 12 months as measured by our school survey
Timeframe: up to 60 months
Community rates of violence involving youth 10-24 aggregated by police department, emergency department, and school district records
Timeframe: up to 60 months