Using Media to Shift Social Norms of Violence Among Youth

November 10, 2022 updated by: Monica L. Wendel, University of Louisville

Changing the Narrative: Using Media to Shift Social Norms of Violence Among Youth in West Louisville

The project will utilize a quasi-experimental design to examine the effectiveness of a community-level, three-year social norming campaign aimed at changing norms of violence among youth 10-24, with West Louisville (WL) as the intervention community and East Nashville, Tennessee as the control community. The project will address the following research questions (RQs):

RQ1: To what extent is a social norming campaign effective in changing the descriptive and injunctive norms of violence among youth in WL?

RQ2: To what extent are the descriptive and injunctive norms of violence among youth in WL related to violent behavior (by type)?

RQ3: To what extent is a social norming campaign effective in reducing population rates of youth violence in WL?

RQ4: Which forms of media are most effective in reaching youth of different ages with campaign messages?

RQ5: How is community readiness related to implementation of a community-level social norming campaign?

RQ6: How is community capacity related to implementation of a community-level social norming campaign?

RQ7: How does community capacity to address youth violence change over time with the implementation of a community-level social norming campaign?

RQ8: To what extent is a social norming campaign cost-effective in reducing incidents of serious violence among youth?

Study Overview

Status

Completed

Conditions

Intervention / Treatment

Detailed Description

The Center of Excellence in Youth Violence Prevention at the University of Louisville (UofL) School of Public Health & Information Sciences capitalizes on a specific window of opportunity-where there is currently alignment of a public consciousness of the issue of youth violence, the availability of expertise to implement a feasible intervention, and substantial political will across community sectors to address the issue. This provides an ideal context for the creation of the UofL Center for Youth Violence Prevention, allowing us to partner with residents and organizations in West Louisville (WL) to develop, implement, and evaluate a community-level intervention to reduce youth violence. To this end, we plan to achieve five specific aims:

AIM 1: Strengthen the infrastructure to support youth violence prevention research and practice at the University of Louisville.

AIM 2: Develop, implement and evaluate a community-level social norming campaign to change the norms of violence among youth in West Louisville using mass and social media.

AIM 3: Document the development and implementation of the social norming campaign to improve replication and scalability in other settings or communities.

AIM 4: Evaluate the relationship between community readiness, community capacity, and the implementation of the community-level social norming campaign.

AIM 5: Facilitate knowledge translation and dissemination initiatives to relevant audiences (i.e., community, local organizations and leaders, youth violence prevention researchers and practitioners, academic peers, and policy-makers) that produce actionable community- and policy-level approaches.

Study Type

Interventional

Enrollment (Actual)

8037

Phase

  • Not Applicable

Contacts and Locations

This section provides the contact details for those conducting the study, and information on where this study is being conducted.

Study Locations

  • United States
    • Kentucky
      • Louisville, Kentucky, United States, 40203
        • University of Louisville School of Public Health & Information Sciences
    • Tennessee
      • Nashville, Tennessee, United States, 37203
        • Vanderbilt University

Participation Criteria

Researchers look for people who fit a certain description, called eligibility criteria. Some examples of these criteria are a person's general health condition or prior treatments.

Eligibility Criteria

Ages Eligible for Study

10 years to 24 years (Child, Adult)

Accepts Healthy Volunteers

Yes

Genders Eligible for Study

All

Description

Inclusion Criteria:

  • youth between 10 and 24 years of age who reside in one of the nine neighborhoods of West Louisville or in the comparison site of East Nashville

Exclusion Criteria:

  • individuals outside the age range (i.e., younger than 10 or older than 24) or who do not live in the intervention or comparison communities

Study Plan

This section provides details of the study plan, including how the study is designed and what the study is measuring.

How is the study designed?

Design Details

  • Primary Purpose: Prevention
  • Allocation: Non-Randomized
  • Interventional Model: Parallel Assignment
  • Masking: None (Open Label)

Arms and Interventions

Participant Group / Arm
Intervention / Treatment
Experimental: Intervention Group (West Louisville)
This group will be exposed to the social norming campaign via traditional, mass, and social media over the three-year intervention period.
Other: Social norming campaign
community-level, three-year social norming campaign, using traditional and emerging media, aimed at changing norms of violence among youth 10-24
No Intervention: Control Group (East Nashville)
This group will serve as the control group, and measures of social norms and attitudes toward violence will be compared between this group and the intervention group.

What is the study measuring?

Primary Outcome Measures

Outcome Measure
Measure Description
Time Frame
Proportion of youth who report descriptive norms that promote violence as measured by our school survey
Time Frame: up to 60 months
Survey will assess population level changes in descriptive norms among youth in the intervention group related to violence compared to control group
up to 60 months
Proportion of youth who report injunctive norms that promote violence as measured by our school survey
Time Frame: up to 60 months
Survey will assess population level changes in injunctive norms among youth in the intervention group related to violence compared to youth in the control group
up to 60 months
Proportion of youth who engaged in violent behavior in the past 12 months as measured by our school survey
Time Frame: up to 60 months
Youth engagement in violent behavior (by type of violence)
up to 60 months
Community rates of violence involving youth 10-24 aggregated by police department, emergency department, and school district records
Time Frame: up to 60 months
Community-level rates of youth violence (by type of violence)
up to 60 months

Collaborators and Investigators

This is where you will find people and organizations involved with this study.

Sponsor

University of Louisville

Collaborators

Vanderbilt University
Centers for Disease Control and Prevention

Investigators

  • Principal Investigator: Monica L Wendel, DrPH, University of Louisville School of Public Health
  • Principal Investigator: Maury Nation, PhD, Vanderbilt University

Publications and helpful links

The person responsible for entering information about the study voluntarily provides these publications. These may be about anything related to the study.

General Publications

Helpful Links

Study record dates

These dates track the progress of study record and summary results submissions to ClinicalTrials.gov. Study records and reported results are reviewed by the National Library of Medicine (NLM) to make sure they meet specific quality control standards before being posted on the public website.

Study Major Dates

Study Start (Actual)

March 1, 2016

Primary Completion (Actual)

December 31, 2021

Study Completion (Actual)

December 31, 2021

Study Registration Dates

First Submitted

February 23, 2016

First Submitted That Met QC Criteria

March 7, 2016

First Posted (Estimate)

March 11, 2016

Study Record Updates

Last Update Posted (Actual)

November 14, 2022

Last Update Submitted That Met QC Criteria

November 10, 2022

Last Verified

November 1, 2022

More Information

Terms related to this study

Keywords

Other Study ID Numbers

  • 15.0910
  • 1U01CE002711 (U.S. NIH Grant/Contract)

Plan for Individual participant data (IPD)

Plan to Share Individual Participant Data (IPD)?

YES

IPD Plan Description

Will share data, but nothing with identifiers

This information was retrieved directly from the website clinicaltrials.gov without any changes. If you have any requests to change, remove or update your study details, please contact register@clinicaltrials.gov. As soon as a change is implemented on clinicaltrials.gov, this will be updated automatically on our website as well.

Clinical Trials on Violence

Clinical Trials on Social norming campaign

Search Similar Trials

Sponsors and Collaborators

Medical Conditions

Drug Interventions

CROs by country

CROs in Myanmar

Conditions

Rare Diseases

Drug Interventions

Dietary Supplements

Sponsor/Collaborators

Locations

Subscribe