Dream Makers Lead Social Norming Campaign at White Swan High School

May 13, 2025

A dedicated group of Dream Makers at White Swan High School is hard at work developing a youth-led social norming campaign aimed at reducing vaping among their peers. Social norming is a proven prevention strategy that seeks to change behavior by correcting common misperceptions about what’s “normal” within a group. In this case, students are using data to highlight the fact that most of their classmates are choosing to stay vape-free.

To get started, the team analyzed Healthy Youth Survey data, which revealed vaping as a key area of concern. They then designed and conducted a school-wide survey to gather baseline data, helping them identify both descriptive norms (what students are doing) and injunctive norms (what students think others should do). With that insight, they began crafting powerful, data-driven messages to include in their campaign.

Some of their social norming statements include:

• “Strong minds, strong choices: 69% of White Swan High School students say no to vaping.”
  and

• “Vaping isn’t the norm at White Swan High School — 76% of students think it’s wrong.

The Dream Makers have also drafted a series of posters to visually share these messages around campus. Their work is a great example of youth using leadership, data, and creativity to make a positive impact on their school community.

Stay tuned for their final posters and the launch of White Swan’s first youth-developed social norming campaign!