Lesson 6: Social Norms

The power of social norms is big. And when you know about it you can use it to your advantage.

Studies have shown that people tend to change their behaviour in accordance with social conventions such as group behaviour or institutional signals. You can use it to your advantage when framing your words.

A few examples are: “The number of people supporting the COVID-19 vaccination is growing. Protect yourself as others do”.

“Other countries have started COVID-19 vaccination successfully. A lot of people in your community have already protected themselves as well. Don’t’ miss the opportunity to protect yourself and your family”.


Another tool is the power of simplification! Give the easiest choices. Explain to clients how to deal with the COVID-19 situation with 3 to 5 basic rules. When recommended behaviours are easy to undertake, messages are more effective.

The following statement is example: “Simple things save lives: stay at home if you feel sick, keep your distance from others in public places, wash your hands with soap under running water and get your COVID-19 vaccination”.


The next important point is the power of incentives. People do not like to lose. Cost-benefit analysis promotes the idea that it is cheaper to prevent a disease than it is to treat it. “If you get COVID-19 you won’t be able to go to work, and the infection could lead to further complications or even death”. “Getting vaccination and following other protocols is relatively easy. What is more difficult is to treat the consequences of the disease”. “Imagine how much you would regret it if your grandmother or grandfather gets sick knowing that it could have been prevented it with vaccination”


A few important things to remember:

1. People tend to change their behaviour in accordance with social conventions e.g. group behaviour or institutional signals
2. Use the power of simplifying your messages by giving easy choices
3. Use the power of incentives. This is a very powerful tool
4. Be aware of how and when to use which social norm.

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