Développement de campagnes de prévention basées sur l'Approche de la Norme Sociale en Province de Liège, dans le but de diminuer la consommation d'alcool et de cannabis chez les jeunes

Abstract

The consumption of alcohol and cannabis has been a public health problem worldwide for many years. Despite the prevention campaigns already in place, consumption data remains alarming, especially among young people. Belgium is no exception. It is for these reasons that a consortium of active partners within the EMR is keen to create a new prevention campaign within the Euregio. To do so, they want to improve the prevention offer already existing in the territory based on a theory that has already proven itself on the other side of the Atlantic: the social norm approach (SNA). This thesis aims to determine whether the SNA can be applied to young people in the province of Liège, aged 12 to 26. The method used in this thesis is a quantitative approach. This observational study aims to quantify the consumption and the estimation of the social norm of the target audience. To do this, two distinct types of approach were used. An online survey and a census of good practices in terms of prevention. The population studied is represented by young people between 12 and 26 years old from the province of Liège. The results revealed that the social norm of the young people surveyed was recognized as overestimated compared to the real social norm. A target audience to be targeted as a priority could be determined and the feeling of belonging to the social group showed that a campaign based on the SNA could have an impact on young people. In conclusion, the social norm approach is a prevention technique which shows promise and is applicable to young people in the province of Liège.