To cut through the confusion we utilized two types of Social Norm marketing to influence positive behavior change.

1. “Static norms” – These are the types of actions we believe our community and family and friends are all doing. In practice, it’s best to use static norms to show that a majority of a group are performing the same action.
   
2. “Dynamic norms” – A dynamic norm displays a shift in actions: how a behavior is becoming increasingly common. When we are seeing shifts but still not at a place where we can point to a static norm or majority, we utilized encouraging messaging to illuminate those shifts.