Using Social Norms to Reduce Bullying: A Research Intervention Among Adolescents in Five Middle Schools

Bullying attitudes and behaviors and perceptions of peers were assessed in a case study experiment
employing a social norms intervention in five diverse public middle schools in the State of New
Jersey (Grades 6 to 8). Data were collected using an anonymous online survey (baseline n = 2,589;
postintervention n = 3,024). In the baseline survey, students substantially misperceived peer norms
regarding bullying perpetration and support for probullying attitudes. As predicted by social norms
theory, they thought bullying perpetration, victimization, and probullying attitudes were far more
frequent than was the case. Also as predicted, variation in perceptions of the peer norm for bullying
was significantly associated with personal bullying perpetration and attitudes. Using print media posters as the primary communication strategy, an intervention displaying accurate norms from survey results was conducted at each of the five school sites. A pre-/postintervention comparison of results revealed significant reductions overall in perceptions of peer bullying and probullying attitudes while personal bullying of others and victimization were also reduced and support for reporting bullying to adults at school and in one’s family increased. The extent of reductions across school sites was associated with the prevalence and extent of recall of seeing poster messages reporting actual peer norms drawn from the initial survey data. Rates of change in bullying measures were highest (from around 17% to 35%) for the school with the highest message recall by students after a one-and-a-half-year intervention. Results suggest that a social norms intervention may be a promising strategy to help reduce bullying in secondary school populations.