Master marketers have been using mascots to influence children for decades, and now schools are learning how to use the same techniques to engage students with their PBIS (Positive Behavior Interventions and Supports) programs. More than just a tool for promoting school spirit, mascots are now being used as a role model to demonstrate what good behavior looks like in a school setting.
It's a smart move - a catalyst that can accelerate data driven results. Beyond providing an endearing character that students gravitate towards, a well-crafted mascot campaign can help children form their self-image, and consequently, their decisions and behavior. There is a science to it.
For example, the moment a child says the words "I am a tiger," they are stating an affirmation that makes the tiger part of their self-image; and it's human nature to act consistent with one's self-image. They ARE a tiger! If they know how a tiger acts, they will tend to choose tiger-like actions, and make tiger-like decisions. Control the tiger, and you control an incredibly powerful part of the child's mind.
Being a tiger means they are also part of a community of tigers; and belonging to any group comes with intrinsic benefits, and rules. They can enjoy relationships and camaraderie when they operate within the group's social rules. Setting up the Tiger Rules is at the heart of PBIS programs, and helps you leverage the social incentives associated with being a group member. Following "Tiger Rules" is so much more enticing that following "School Rules."
One of the primary goals of PBIS programs is to create a new culture, and creating a culture is like creating a new brand. It's a classic marketing challenge, so it's best to use a classic marketing tool that is proven successful - a mascot. Doubt it? - Just walk down the cereal isle of any grocery store.
Professional marketers are very clever and know how to reach children. For example, did you know that Captain Crunch's eyes point slightly downward? That's so, when a box is high on the shelf, he can make eye contact with the little people who so often drive the purchase decision. What does that mean to you? Simple - make sure your mascot is rendered with larger, engaging eyes and a bright, friendly smile. So many school mascots get this terribly wrong - featuring angry, snarling expressions on muscled-up monster-like creatures. Go with a kid-friendly design.
Marketers also know that some type of struggle makes a character more endearing and relatable. That's why the Trix Rabbit is always frustrated by not being able to get his hands on Trix. It's why Sonny the Cuckoo Bird always goes nuts for Coco Puffs. It's also why Lucky the Leprechaun is always being chased for his Lucky Charms. We all like to pull for the underdog. We can relate! Again - it's human nature.
So how can you give your mascot an endearing struggle? Use the Crystal Tears story published by PBIS Teaching Tools. It's an uplifting story that delivers a good message about bullying. Simply change the mascot to whatever your school uses, and you'll have the kids on the edge of their seat, pulling for their mascot, three minutes into story time.
There are a lot of facets involved in building a vibrant culture. Consistency is critical. From an implementation standpoint, every team member must be on the same page, using the same tools, and applying the same rules. From a brand-building perspective, consistency is also critical, and that is why it's wise to use your school mascot as the common thread running through all PBIS messaging.
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