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This qualitative study applies an elaborated version of the diffusion of innovation model (Greenhalgh et al., 2004) to understand the adoption and implementation of a SEL program in one urban district based on deep examination of six schools over two years. From interviews focus groups, and observations, we identified facilitators and barriers corresponding to the four main determinants of diffusion: characteristics of the innovation itself, aspects of the individual adopter, channels of communication, and features of the organizational system. Preliminary results suggest that the program was perceived as easy to implement, but the messaging about what implementation involved may have been problematic, resulting in superficial adoption. System student-conduct policies may need to be re-examined to support program principles.