Loading...
HomeMy WebLinkAboutMemo - Mail Packet - 8/25/2020 - Information From Darin Atteberry Regarding Csu Social Norming Task Force - Facial Coverings, Etc.From: Raza,Ali <Ali.Raza@colostate.edu> Sent: Thursday, August 6, 2020 9:41 AM Cc: Raza,Ali <Ali.Raza@colostate.edu>; Alvarado,Tyler <Tyler.Alvarado2@colostate.edu> Subject: Social Norming Task Force Follow-Up Dear Campus Partners,   We hope this message finds you well. Thank you for your patience as we navigate the best approach to disseminating information related to our social norming campaign. As a reminder, the charge of our Social Norming Task Force is to create a social norming campaign to help students’ transition and embrace the expectations of a “new normal” on campus. We are developing direct and indirect messaging and educational interactions that promote behavior change in alignment with guidelines from CSU Health Network, Larimer County Public Health, and CDC. The theme we are centering this campaign on is: Rams Take Care; Rams Take Action. Many of you have requested items to distribute in your respective areas. These items will include masks, hand sanitizer (1.8 oz), and 3” stickers supporting the campaign. If you are still interested, please let us know and we can discuss how best to get those items to you once they arrive. Additionally, we wanted to provide you a talking points summary (see attached) to review and an opportunity to gather with us to discuss what the social norming campaign messaging is, why we have decided on this messaging, and how you can train those students you are in regular, direct contact with in your areas. Currently, we are offering two opportunities to connect with us:  Monday, August 10 – 2:00 pm MT (Microsoft Teams)  Tuesday, August 11 – 3:00 pm MT (Microsoft Teams)   For a campaign of this magnitude to be effective, we would like as much participation as possible. Please review the talking points and come prepared with any questions that you may have.   Thank you for your support in advancing the social norming campaign to ensure a healthy campus environment for the CSU community. If you have any questions or thoughts, please do not hesitate to reach out.   Best,    Education and Program Implementation Subcommittee   Social Norming Task Force  ALI RAZA Pronouns: He / Him / His Assistant Director, Involvement STUDENT LEADERSHIP, INVOLVEMENT, & COMMUNITY ENGAGEMENT at the Lory Student Center Learner | Achiever | Developer | Includer | Positivity OFFICE 970-491-3946 August 20, 2020 TO: Mayor & City Council FROM: Darin Atteberry FYI /sek CELL 281-691-0066 EMAIL ali.raza@colostate.edu WEBSITE https://lsc.colostate.edu/slice/ Colorado State University Social Norming Task Force Summary Information Fall 2020 This memo serves as a summary of the work from the CSU Social Norming Task Force, a subcommittee of the CSU Student Life Continuity and Recovery Work Group. To support the reopening of campus and the start of in-person classes, the Social Norming Task Force developed a social marketing campaign to launch in August 2020. The purpose of the campaign is to encourage students to practice 5 preventative health behaviors to slow the spread of COVID -19 and for students to embrace these behaviors as the new normal on campus. These efforts were informed by the results of a survey sent to 5,000 current CSU students to gauge their behav iors, perceptions and motivations. This campaign is one strategy amongst many at CSU demonstrating public health guidance, marketing public health norms and addressing student behavior based on data specific to CSU. Information for faculty and staff is addressed through other venues and this student-focused campaign lays a foundation for faculty and staff. Charge: The amended charge from Dr. Blanche Hughes and Dr. Karen Estlund is below: • Create a social norming campaign to help students' transition and embrace the expectations of a “new normal” on campus. • Partner with Health Network and other offices to develop and maintain direct and indirect messaging and educational interactions that promote behavior change in alignment with guidelines from CSU Health Network, Larimer County Public Health, and CDC. • Develop and implement an intentional, structured, and scaffolded communication strategy attending to equity and psychological impacts of communication on institutionally underserved populations. Guiding Principles: • Commitment to Holistically Supporting Students • Commitment to Equity and Excellence • Basic Needs, Health and Well-Being Must be Addressed in a Learning Environment • Value Students and Empower them to have Direction over their Activities Social Norming Committee Members: • Katie Abrams: Journalism and Media Communication faculty • Tyler Alvarado: University Housing • Gaby Brown: Student - ASCSU • Craig Chesson: VPSA • Jeni Cross: Sociology faculty • Jody Donovan: VPSA • Jess Dyrdhal: SLiCE • Helena Gardner: University Housing • Laura Giles: Housing and Dining Services • Joe Giordano: Public Relations • Kate Hagdorn: Health Network • Tracy Hutton: Human Resources • Keith Lopez: Orientation and Transition Programs • Kim Mbadinga-Nzamba: Student Athlete Support Services • Dave McKelfresh: VPSA • Linds McKittrick: VPSA • Tonie Miyamoto: Housing and Dining Services/VPSA • Gina Mohr: Marketing faculty • Pamela Norris: SLiCE • Kyle Oldham: Housing and Dining Services • Eric Ray: Human Resources • Ali Raza: SLiCE • Nathaniel Riggs: Human Development and Family Studies faculty • Colleen Rodriguez: Creative Services • Lindsay Sell: Fraternity & Sorority Life • Kathy Sisneros: VPSA • Jasper Sloss: Student - RHA • Kerry Wenzler: Orientation and Transition Programs • Elizabeth Williams: Communication Studies faculty Brief Description of Social Norming: From a sociological perspective, social norms are informal understandings that govern the behavior of members of a society. According to the psychological definition of social norms' behavioral component, norms have two dimensions: how much a behavior is exhibited, and how much the group approves of that behavior. Social norms define behaviors we want students to do and are rooted in data from our specific university context. It is not policy or accountability, rather social norming has been demonstrated to produce behavior changes through peer influences. Key Behaviors 1. Wear a mask or face covering over mouth and nose 2. Keep 6 feet of distance between yourself and others 3. Wash hands frequently with soap and water for at least 20 seconds, or use alcohol-based hand sanitizer 4. Stay home if you are experiencing flu-like symptoms, have a fever or if you know you have been exposed to someone who has COVID-19 5. Avoid large gatherings/do not congregate Data Collection: The CSU Student Social Norming Survey was administered July 2 through July 13, 2020 to a random sample of 5000 new and current CSU undergraduate and graduate students. A total of 1,569 students responded for a 31% response rate. The Social Norming Survey was designed by the Social Norming Data Gathering subgroup to help the CSU Social Norming Task Force understand how CSU students felt about five key behaviors to reduce the spread of COVID-19. Most CSU students are motivated to practice key behaviors to ensure the safety of the CSU community. Students completely or mostly agreed that they were motivated to practice key behaviors (physical distancing, wearing a face covering, hand washing, using hand sanitizer, staying home when sick, avoiding large gatherings) to ensure the safety of the CSU community (86.8%). Yet there are differences regarding how students feel about each key behavior • 95.1% of students completely or mostly agree that “staying at home when you are sick can reduce the spread of COVID-19.” • 87.4% of students completely or mostly agree that “hand washing can reduce the spread of COVID-19.” • 76.4% of students completely or mostly agree that “physical distancing can reduce the spread of COVID-19.” • 72% of students completely or mostly agree that “wearing a face covering can reduce the spread of COVID-19.” • 71.8% of students completely or mostly agree that “using sanitizer can reduce the spread of COVID-19.” • 70.1% of students completely or mostly agree that “avoiding gatherings can reduce the spread of COVID-19.” Practicing Behaviors • 83.3% of students indicate that they practice these behaviors so they don’t get COVID-19. • 90.7% of students indicate that they practice these behaviors so they don’t spread COVID-19. Student Worries • 54.9% of students are worried about spreading COVID-19 to members of the CSU community when they return to campus. • 58.9% of students are worried about getting COVID-19 when they return to campus. • 75.4% of students are worried about spreading COVID-19 to members of their family and loved ones. Behaviors Should Be Encouraged • 86.5% of students completely or somewhat agree that these behaviors should be encouraged by the CSU student community. • 82% of students completely or somewhat agree that these behaviors should be encouraged by the CSU administration. • 77.5% of students completely or somewhat agree that these behaviors should be encouraged by the CSU faculty. Motivations • 86.8% of students completely or somewhat agree that they are motivated to practice these behaviors to ensure the safety of the CSU community. • 83.2% of students completely or somewhat agree that they are motivated to practice these behaviors to allow for as many in-person classes/activities as possible. A brief marketing survey was sent to CSU students to test potential campaign messages. 249 responses were received across all class levels and students on and off campus. Based on survey data, including qualitative student feedback, the campaign message “Rams Take care; Rams Take Action” was selected over “Rams Take Care of Rams.” Students preferred “Rams Take Care; Rams Take Action” because it moves beyond the behavior to action-oriented steps to protect Rams and non-Rams, including family and community members. Note: Although “Together, we can slow the spread and remain on campus.” received the most student votes, the committee decided to move forward with the simpler and more direct version of “Together, we can slow the spread of COVID-19.” In the qualitative feedback, many students shared that remaining on campus was not their key motivation for practicing these health behaviors. Marketing Plan Summary: The campaign is structured as five phases of two-week runs, starting move-in week going to Fall Break. The message focus for phases 4 and 5 can be determined after the semester begins, which allows us to be adaptable to campus needs and priorities as they develop. Phase Dates Message Focus Phase 1: Move-In/Start of Classes Week of Aug. 17 Week of Aug. 24 Masks/Face Coverings Phase 2: Pre/Post Labor Day Week of Aug. 31 Week of Sept. 7 Avoid large gatherings Phase 3: Late Sept/early Oct (potentially start of colder weather/cold & flu season) Week of Sept. 28 Week of Oct. 5 Stay home if you are sick/TBD Phase 4: Late Oct. (leading up to Halloween) Week of Oct. 19 Week of Oct. 26 Avoid large gatherings/TBD Phase 5: 2 weeks prior to Fall Break travel Week of Nov. 9 Week of Nov. 16 TBD Communication Tactics: A variety of communication strategies will be employed including, posters, digital signs, Collegian advertising, social media, public relations, such as SOURCE, and schwag giveaways (branded masks and hand sanitizers). A web page about the campaign will be added to recovery.colostate.edu that will contain student survey results and more information about social norming. Based on feedback, Cam the Ram is used as the central figure in the design of campaign materials. Finalized design(s) will be shared once approved. Program Implementation: Our goal is to move beyond marketing and to engage students in the data and messaging. Our plan is to engage many student groups and organizations including, but not limited to, Presidential Ambassadors, CREWS, ASCSU, Admissions Ambassadors, Residence Hall Association, student councils in the colleges, student athletes, Fraternity and Sorority Life, SLiCE, and Ram Welcome. Student leaders will be educated and become peer health ambassadors to amplify the 5 key behaviors among their respective populations. Positive reinforcement/rewards will be used to recognize adoption of the 5 key behaviors. Trainings for student employees will take place prior to the semester beginning and throughout the first month of school. Program Evaluation: The Social Norming Data subcommittee is developing a multi-phase evaluation of the campaign, including surveys and focus groups.