Trailblazing Through Innovation


R U Different? is now the largest and most comprehensive Social Norms programme in the world for young people, with a dataset of over four million responses from over 100,000   13-18 year olds.


It has been long established that teenagers are influenced by what their peers think and do. However, through asking young people, we know that they often misperceive how their friends and others behave. This misperception can lead to an over estimation of engagement in risky behaviours such as smoking, drinking and taking illegal drugs.

The R U Different? programme first assesses current attitudes, perceptions and behaviours through an online baseline survey then aims to correct those misperceptions through a suite of fun, engaging and digital-focussed interventions.

Since conception we have achieved consistent changes in perception and behaviour in the main focus areas of alcohol and tobacco use. Our most recent evaluations can be found here.




The survey proved eye-opening for our students who were very surprised at the low levels of negative behaviours that were, in reality, going on.

Mike Winkworth (on R U Different?)
Harewood college, bournemouth

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