Positive Culture Framework 

A Foundation for Cultural Transformation

The Positive Culture Framework (PCF) is an approach based on our latest research about improving health and safety in our communities and organizations. PCF seeks to cultivate health and safety. We intentionally use the word cultivate, as the PCF builds on shared values, beliefs, and attitudes that already exist in a culture to promote health and safety. PCF builds on the recognition that the solutions are in the community.
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Download Positive Culture Framework Overview

Positive Community Norms and Social Norms Marketing

The Center refined and expanded its Positive Community Norms approach to improving health and safety by creating the PCF. Positive Community Norms was largely based on social norms marketing, which focuses on how people’s behavior is influenced by their perceptions of what is “normal” or “typical.” The problem is that we often severely misperceive the typical behaviors or attitudes of our peers. For example, if people believe that the majority of their peers smoke, then they are more likely to smoke. Using social norms marketing to inform people that the majority of their peers do not smoke can potentially lead them to avoid smoking. Thus, informing people that the majority of their peers are acting in a positive or healthy way can create an environment in which people actively strive to emulate what they believe is typical of their peers. While traditional social norms efforts focused on a single group or audience, Positive Community Norms focused on several audiences surrounding a specific issue. For example, in addressing underage drinking, campaigns might focus on youth, their parents, schools, and the general community. 
The PCF builds on lessons learned from our research on Positive Community Norms and includes more than just normative beliefs to take a comprehensive, cultural perspective. The PCF moves beyond only using social norms marketing campaigns to influence behavior. The PCF fosters a cultural approach by recognizing that many different layers in a community (e.g., individuals, families, schools, workplaces, etc.) or organization (e.g., executive leadership, managers, supervisors, etc.) impact its culture. It is not enough just to focus on one layer. Instead, we need to engage all layers of the social ecology of a community to address health and safety. When all layers share values, beliefs and attitudes, a healthier and safer culture emerges and is sustained over time.
Listen to an in-depth description of the Positive Culture Framework model by Principal Scientist, Jay Otto. 

[Description: This is a graphical representation of the Positive Culture Framework. The left describes what we’re going to do, where we’re going to do it, and how we’re going to do it. The right side describes our outcome. On the right, the symbol for our outcome is a large green arrow pointing upward. The top of the arrow is labelled “improved health and safety”. The middle of the arrow is labelled “increasing protective behaviors and decrease risky behaviors across the social ecology”. The bottom of the arrow is labelled “improve cultural factors across the social ecology”. On the left, the symbol for what we’re going to do, where we’re going to do it, and how we’re going to do it is a circle that focuses on process, skills and context. The process is capture by 7 components or steps that are arranged within the circle, like pieces of a pie. These steps are labeled 1. Plan and advocate, 2. Assess culture, 3. Establish common purpose and prioritize opportunities, 4. Develop portfolio of strategies, 5. Pilot and refine, 6. Implement strategies, 7. Evaluate effectiveness and needs. The skills that are required to implement the steps are represented outside of the circle and labelled Leadership, Communication and Integration. The context is shown at the center of the circle as concentric circles that demonstrate the social ecology. The social ecology is labelled from the outermost circle inward as Community, Schools and Workplace, Family and Peer, and Individual.]


Positive Culture Framework Skills

The PCF focuses on three critical skills needed in order to be effective at improving health and safety: leadership, communication, and integration. The PCF provides detailed steps and addresses the skills to successfully navigate these steps. Skills are needed in leadership, communication and the integration of multiple strategies. The steps are applied to many layers within a community or organization to improve health and safety. 
Improving health and safety is an act of leadership – we are leading people to make healthier and safer choices. Changing cultural factors can be challenging, as people often resist questioning their core assumptions. Developing leadership skills increases this effectiveness.
Virtually all efforts to improve health and safety involve communication. Often, communication efforts addressing health and safety have minimal results and sometimes have even made the problem(s) worse. It is very important to ground communication efforts in strong research and to recognize that even conversations are critical communication opportunities.
When we recognize the work of improving health and safety is about impacting many behaviors across the social ecology, we realize that there is no single strategy that will address these complex issues. Accepting that we need a portfolio of strategies means we must also accept the need to actively manage and align these strategies. This management and alignment of strategies is the work of integration. Integration is about making things whole. Developing skills in integration means we can foster better resource utilization, reduce competition and foster cooperation, align purpose, and increase the effectiveness of our efforts.
Positive Culture Framework Core Concepts



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