Despite all the attention that Patricia Street vandalism receives the survey conducted for the Jasper social norms marketing campaign demonstrates that, from 400 people, 90 per cent have never vandalized or damaged property within the last 30 days and 88 per cent have never been in a fight.

Surveys were conducted “anywhere that young adults congregate” said social norms marketing coordinator Michael Quick, who was glad to see that 78 per cent of those surveyed were under 25.

The survey, which asked people 40 questions about their personal behaviours, such as safe sex, drinking and drug habits, also asks people for their opinion on the behaviour of others. That is, the perception of what they think people their own age, would do in the same situation.

Obviously conscious of safe sex practices, the survey also showed that most young adults are tested for HIV/STI’s once a year, or more frequently.

And, if you thought young adults in Jasper were out boozing every night, you might be glad to hear that 70 per cent have a drink three times a week or less with most drinking five or more drinks (male), or four or more drinks (female) once a week - or less. However, the perception was that young adults have five or more drinks at least two or three times a week.

For Quick, it’s crucial for Jasper - as a community - to start closing the gap between what’s really happening and the perception of reality.

Speaking about the results of his survey, Quick said “it’s always going to surprise you because we hold the same misperceptions as the young adults do, we tend to generalize and believe that young adults are drinking irresponsibly and are participating in high risk behaviours - that’s just what young adults do.”

“But when you get this kind of data, you realize ‘okay that’s not the reality’. The reality is that most young adults are acting responsibly and practising healthy behaviours,” he added. “So that’s always a surprise, mostly for the young adults when you show them.”

In order to show the statistics, and the reality, Quick will develop and implement a marketing campaign that targets young adults and will re-state the social norm of living in Jasper.
According to Quick, it’s not just about changing the attitudes of the audience but changing the environment around them.

“One focus I always make is that what we’re trying to do with this work, we’re not just trying to change an individual’s behaviour - we want to change the environment that young adults live in,” he said.

“We’re really trying to cause a change in the environment and everyone needs to give a shift in thinking - that is right from the young adults through the community: local business owners, bar owners, local media, everyone needs to experience this same shift.”

In order to promote a healthy lifestyle, the campaign will demonstrate what Jasperites are really doing. For example, 67 per cent of those surveyed do something physically active between three times a week and daily or that 80 per cent of young adults (who are not in a committed relationship) use a condom every time or most times they have sex.

Given the statistics show the reality of Jasper, you might end up seeing them splashed about town or quoted on the radio, as the media campaign rolls out at the end of this month.

“You use a statistic as the centre,” he said. “It’s just giving you a number that shows what the majority of people are doing. So, the stat. is really the main part. But then we’re going to have young adults create posters around that and the core of creating the posters is that they need to be clever, they need to be credible and they need to promote a healthy norm.

True to its roots, the campaign will continue to involve young adults by asking them to help make posters, messages and even a brand for the campaign. Thus far, young adult Jasperites have been involved in focus groups to develop the survey, take part in the survey and to help survey the community.

“Young adults are involved every step of the way, whether it’s just filling out a survey with friends - you’re starting a dialogue right there about their behaviours, if they’re coming to participate in the posters they’re getting involved in the community right there, which is something we’re trying to encourage,” he said.

Quick is looking for input from the community for a campaign name and there’s even a town bike (a Kona Africa, from Freewheel) up for grabs if you’re the most creative in town.

Moving forward, the campaign will be running focus groups to strategize messages, design posters and think of the most effective way to highlight what’s really happening in Jasper.

Quick said he was really happy to see how much support the community was giving the campaign, from the young adults participating in the survey, to the bars and hotels for letting them survey on their premises.

Anyone with ideas for the name of the campaign can email Quick at socialnormsjasper@gmail.com