SNIPS

It’s a misperception that lots of young people smoke and that’s a great starting point for a social norms marketing campaign that aims to prevent young people from smoking. Take a closer look at the SNIPS project to find out more.

SNIPS is an in-depth study managed by a research team from the University of Leeds, funded by the NHS in Leeds and Wakefield and supported by two arts organisations, Space2 in Leeds and HQ Arts in Wakefield. Space2, supported by Leeds Metropolitan University Graphic Design Department, worked with Year 8 pupils in four Leeds schools.

Armed with this information, collected through confidential questionnaires completed by all Year 8 pupils, a small group of young people, set to work. Using the principles of Social Norms marketing, which uses positive messages to influence perceptions, campaigns were run in each of the schools and further research carried out to see if perceptions had changed.

The young people were very creative and came up with some truly inspirational campaigns.