National Academies Committee on the Science of Changing Behavioral Health Social Norms

In October 2014 Vicky Rideout was appointed to a National Academies of Science committee on Changing Behavioral Health Social Norms.  The purpose of the Committee was to help the Substance Abuse and Mental Health Services Administration develop strategies to improve public attitudes and beliefs about mental health and substance abuse disorders.   Changing social norms is a challenging business; the Committee's task was to explore the scientific research that can help inform SAMHSA's efforts.  Watch the Committee's workshop "Lessons Learned from Diverse Efforts to Change Social Norms," held March 18, 2015 for insights from various academics and practitioners in the field, and to see Vicky Rideout's presentation on the impact of embedding messaging in entertainment programming. 

 

A study for Common Sense Media on media use among 8- to 18-year-olds. (Fall, 2015)

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A study for the Gates Foundation with Kevin Clark (George Mason University) and Kimberly Scott (Arizona State University) about access to, use of, and attitudes about digital technology among African-American youth. (2016)

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A study with the Joan Ganz Cooney Center and Vikki Katz (Rutgers), also for the Gates Foundation, about digital equity, focusing on use of technology among low- and moderate-income families.  (2016)


Since 2013, Vicky Rideout has served as editor of Reviews and Commentary for the Journal of Children and Media. Here are a few great pieces from the Journal you can access for free online:

A commentary by New America’s Lisa Guernsey about translating research to the public, with a case study about the American Academy of Pediatrics’ recommendations on “Facebook Depression.”

A review of danah boyd’s It’s Complicated and Howard Gardner and Katie Davis’s The App Generation, by June Ahn.

An article about the effects of background TV on child-directed speech by parents, by Tiffany Pempek, Heather Kirkorian, and Dan Anderson.   

 


March 2015:  Presentation to a National Academies of Science workshop on changing behavioral health social norms.  Presentation focused on evaluationing the effects of health content embedded in the popular entertainment television show show Grey's Anatomy. Watch the workshop here.

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October 2014:  Presentation about trends in digital media use among young children, and the ongoing importance of the digital divide, at the Digital Kids Summit. Watch a video of the presentation here 

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July 2014:  Panel presentation at the Casual Connect conference in San Francsico.  Read the article "Vicky Rideout Believes in the Power of Media," or watch the panel video here.
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June 2014:  Luncheon speaker at the Association of American Publishers conference Content in Context.  

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March 2013:  Participated in a panel discussion with Participant Media, The Ad Council, and others at SXSW Interactive in Austin. Topic: Content integration for social causes. Listen to Podcast >
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July 2012:  Spoke at The Aspen Institute Children’s Forum, on a panel about video games and health.
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May 2012:  Served on The Institute of Medicine’s Committee on Accelerating Progress in Obesity Prevention, in collaboration with HBO’s series The Weight of the NationRead the Committee’s reportwatch the HBO specials, or read the New England Journal of Medicine’s commentary on our Committee’s recommendations.
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September, 2012:  Panelist at the Department of Health and Human Services Symposium Technology and Human Services.


The NO MORE Project
In December 2009, a group of some of the country’s leading funders and activists in the domestic violence and sexual assault movement came together to talk about how to take their issues higher on the national agenda:  to raise the visibility of their cause, bring it out of the shadows and into the light.  They came up with an idea: to create a “brand” – a visual icon – for members of the public to use to express their concern about the issue.  Then they hired VJR Consulting to help make that vision a reality.   We organized “think tanks” with leaders from the worlds of branding, marketing, and media; developed criteria and goals for the new symbol; brought a leading brand design firm on board; established an organizational structure for the effort; conducted consumer research, and developed a strategic plan for implementation.  VJR COnsulting came back on board in 2014 to help negotiate media partnerships to place the newly-created PSAs on TV. 

During the 2015 NFL playoffs it was hard to miss the NO MORE PSAs featuring various players, several of whom had grown up in abusive homes themselves.  Check out this January 2015 New York Times article The Small Team Behind No More. For more about this project, read Ad Age’s article about the development of the No More project, see Vice President Biden wearing the No More symbol, browse  Tim Gunn's blog about No More, watch a clip from Law & Order: SVU featuring the NO MORE message, or visit the NO MORE website for more information.

And check out this incredible story about Christine Mau, brand design director for Kimberly-Clark group (Kleenex, Huggies) and one of Advertising Age’s “Women to Watch,” who was recruited by VJR Consulting to participate in the NO MORE project.

The NO MORE television PSAs were created by the Joyful Heart Foundation. Read the Huffington Post piece about the launch of the PSA campaign and watch Mariska Hargitay tell Katie Couric about making her directorial debut with this PSA campaign.  In addition to the NFL partnership, our other media efforts include a major new campaign from Viacom, featured on MTV, BET and other networks (read the press release and watch the PSAs here).  Another ground-breaking partnership was forged with USA television network, which has hosted NO MORE marathons featuring long-form programming on domestic violence and sexual assault, custom "wraps" on related topics such as sexual assault in the military or teen dating abuse, and the NO MORE PSAs.  Learn more about the USA partnership here.  And Fox News has been with us from the beginning, generously donating substantial amounts of prime air time.