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The Main Frame: Strategies for Social Norms Newsmaking

The purpose of this guide is to provide practitioners who are implementing social norms projects with resources and advice on generating news coverage and shifting the public debate on issues of health and safety.

Contents include:

  • What is social norms theory?
  • How can social norms practitioners use the press?
  • Key concepts of social norms.
  • Talking points.
  • Writing a social norms press release.
  • Writing social norms op-eds.
  • Ten tips for getting a social norms perspective into press coverage.