Opinion: Using social norms to drive positive changes in health

Well-intentioned efforts to help others often backfire, but we can learn from our mistakes.

Vaping has captured the nation’s attention with news that it can be deadly, but many Americans are still buying e-cigarettes. And despite large-scale public health campaigns advocating vaccination, the U.S. is experiencing outbreaks of vaccine-preventable diseases. Our country is trying to contain the growing use of methamphetamine, but without much luck.

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