It is about confirming or falsifying perceived social norms to achieve the intended behavior in the target group. The analysis of 89 studies that examined the effect of communicating social norms to promote beneficial health behavior in developed countries showed no statistically significant effect. "In order to design targeted social norm campaigns, you need to know in advance what individuals perceive as the norm and what they do not," says Flecke. "Our analysis suggests that when appropriately controlling for publication bias, social norms messages are not effective at improving health behaviors," says Flecke. policymakers and health communicators should be cautious about using social norm interventions and expecting them to work."