Clinical trial NCT02706145: Using Media to Shift Social Norms of Violence Among Youth
Official title: Changing the Narrative: Using Media to Shift Social Norms of Violence Among Youth in West Louisville
Study type: INTERVENTIONAL
Overall status: COMPLETED
Phase: NA
Conditions: Violence
Keywords: social norms
youth violence
media
Lead sponsor: University of Louisville
Sponsor class: OTHER
Collaborators: name: Centers for Disease Control and Prevention
name: Vanderbilt University
First posted: 2016-03-11
Enrollment: 8037
Sex: ALL
Minimum age (years): 10
Maximum age (years): 24
Standard ages: CHILD
ADULT
Accepts healthy volunteers: yes
Allocation: NON_RANDOMIZED
Intervention model: PARALLEL
Primary purpose: PREVENTION

Brief summary: 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?

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.

Eligibility criteria: 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

Primary outcomes:
measure: Proportion of youth who report descriptive norms that promote violence as measured by our school survey
timeFrame: up to 60 months
measure: Proportion of youth who report injunctive norms that promote violence as measured by our school survey
timeFrame: up to 60 months
measure: Proportion of youth who engaged in violent behavior in the past 12 months as measured by our school survey
timeFrame: up to 60 months
measure: Community rates of violence involving youth 10-24 aggregated by police department, emergency department, and school district records
timeFrame: up to 60 months
Secondary outcomes:
Other outcomes:
Locations:
city: Louisville
country: United States
facility: University of Louisville School of Public Health & Information Sciences
state: Kentucky
city: Nashville
country: United States
facility: Vanderbilt University
state: Tennessee
Study officials:
affiliation: University of Louisville School of Public Health
name: Monica L Wendel, DrPH
role: PRINCIPAL_INVESTIGATOR
affiliation: Vanderbilt University
name: Maury Nation, PhD
role: PRINCIPAL_INVESTIGATOR
References:
citation: Castle B, Wendel M, Kerr J, Brooms D, Rollins A. Public Health's Approach to Systemic Racism: a Systematic Literature Review. J Racial Ethn Health Disparities. 2019 Feb;6(1):27-36. doi: 10.1007/s40615-018-0494-x. Epub 2018 May 4.
citation: Wendel ML, Jones G Jr. Equity for Whom? The Example of Qualified Opportunity Zones. Am J Public Health. 2020 Mar;110(3):280-281. doi: 10.2105/AJPH.2019.305532. No abstract available.
citation: Wendel ML. Commentary: Racism is a Public Health Emergency. Fam Community Health. 2020 Oct/Dec;43(4):255-256. doi: 10.1097/FCH.0000000000000281. No abstract available.
citation: Castle B, Wendel M, Kelly Pryor BN, Ingram M. Assessing Community Leadership: Understanding Community Capacity for Health Improvement. J Public Health Manag Pract. 2017 Jul/Aug;23 Suppl 4 Suppl, Community Health Status Assessment:S47-S52. doi: 10.1097/PHH.0000000000000587.
citation: Golden TL, Wendel ML. Public Health's Next Step in Advancing Equity: Re-evaluating Epistemological Assumptions to Move Social Determinants From Theory to Practice. Front Public Health. 2020 May 7;8:131. doi: 10.3389/fpubh.2020.00131. eCollection 2020.