What is encompassed by denormalization?
Traditionally, anti-smoking social marketing efforts have been directed at making smoking a less socially acceptable behaviour without blaming the victim. Denormalization, in the context of social behaviour, aims to change attitudes toward what is generally regarded as normal or acceptable behaviour, including through social marketing. When attitudes change, behaviour will also change because humans generally want to act in ways that are acceptable to others. There are many examples of how social behaviour has been “denormalized”, for example: • Failure to use safety belts and child restraints; • Drinking and driving; • Poop and scoop laws for dogs; and • The shift away from corporal punishment for children. There is clearly scope to consider further behavioural denormalization, particularly where it focuses on the consequences for others, rather than just the person smoking: • Working to discourage smoking in enclosed public or private spaces where others could be affected by second-h
