Culture & Contagion: Using Youth Influence to Drive Positive Behavior Change
Youth vulnerability and risk behaviors do not spread randomly. They spread through networks. Suicide, bullying, and substance use often follow patterns of social contagion. But these same dynamics can also protect. Social norm theory can be used to design scalable interventions that drive measurable behavior change.
In this session, you’ll explore Fors Marsh’s adaptive behavior change system, built for how young people make decisions today. You’ll learn using a few case studies, for example, in n partnership with the CDC Division of Overdose Prevention, the Free Mind campaign reframed youth substance use within the broader mental health crisis using insights from youth caregivers and the Health Belief Model.
The campaign used bold, relatable messaging and strategies focused on shifting social norms — normalizing conversations about substance use and mental health through school assemblies and influencer partnerships.
You’ll learn how to design interventions that align with youth identity, activate trusted peers, and promote healthier behaviors as norms shift.
Through real-world case study, Leah Hoffman and Iwalani Camacho will share a practical framework for applying social contagion to drive positive behavior change and support youth wellbeing.
Learning Outcomes
- Explain how social contagion and social norm theory influence youth behaviors related to substance use and mental health.
- Analyze how messaging strategies and peer influence can be used to shift social norms and promote positive behavior change among youth.
- Apply a practical framework for designing behavior change interventions that leverage youth identity, peer networks, and social influence.