Peer Influence Used to Stop Anti-Social Behaviour

The University of Kentucky is taking a new approach to reduce the problem of violence against women on campus: Social proof.

Its The Violence Intervention and Prevention Center is no longer relying on traditional methods, such as one-time programming and awareness campaigns - which have been shown to be ineffective. Instead, they are focusing on teaching people how to take the initiative in group situations, and become more active in taking action, rather than relying on somebody else in the group to go first.

This is an application of the Social Proof principle: In a group situation, people naturally look to others for cues to take action. It takes a concerted effort to educate them to act differently.