Parent Media Campaigns. 2005-2010: Successes, Outcomes and Lessons Learned from 21 Reasons in Portland, Maine. Overview. Strategic Prevention Framework. A tool for campaign planning. Goals:. Strengthen collaboration in the community to prevent substance abuse Reduce substance abuse.
Parent Media Campaigns
2005-2010: Successes, Outcomes and Lessons Learned from 21 Reasons in Portland, Maine.
A tool for campaign planning
Parents have more influence over their child than:
Friends •Music • TV
Internet • Celebrities
Sources: Califano, J (2009); IOM (2004); Moore, G, H Rothwell and J Segrott (2010).
Source: Maine Integrated Youth Health Survey (2009).
Source: MIYHS (2009).
So many theories. . .
. . . so little time
Source on Transtheoretical/Stages of Change Model: Pochaska, J and C DiClemente (1983).
Can community-level media campaigns change attitudes and behaviors?
Literature suggests YES, modest effects.
Sources: Derzon, J, and Lipsey, M (2002); Noar, S (2006).
1.) Medium is the message
2.) Meet your audience
3.) Be culturally competent
4.) Pay attention to your tone
What is the extent of the problem in your community?
But Why? Why Here?
GOAL: To inform parents of the legal penalties for furnishing to minors.
GOAL: To provide parents with positive advice using youth voices.
GOAL: To reach parents with parental monitoring tips using youth voices in an innovative format.
GOAL: To change perceived social norms around youth alcohol use.
2009 & 2010: Wow, Times Have Changed!
GOAL: To increase the percentage of Portland parents counting and locking up their alcohol.
21 Reasons DFC Program
48 Free Street, Suite 208
Portland, ME 04101
207.773.7737 • [email protected]
Califano, J. (2009). How to Raise a Drug-Free Kid. Simon & Schuster: New York.
Derzon, J. and Lipsey, M. (2002). “A Meta-Analysis of the Effectiveness of Mass-Communication for Changing Substance-Use Knowledge, Attitudes and Behavior.” In W Crano and D Burgoon (Eds.), Mass Media and Drug Prevention: Classic and Contemporary Theories and Research (231-258). London and New Jersey: Lawrence Erlbaum Associates, Publishers.
Maine Integrated Youth Health Survey (MIYHS) (2009).
Moore, G., Rothwell, H., and Segrott, J. (2010). “An exploratory study of the relationship between parental attitudes and behaviour and young people's consumption of alcohol.” Substance Abuse Treatment, Prevention and Policy 5: 6.
Noar, S. (2006). “ A 10-Year Retrospective of Research in Health Mass Media Campaigns: Where Do We Go From Here?” Journal of Health Communication 11: 21-42.
National Research Council and Institute of Medicine (2004). Reducing Underage Drinking: A Collective Responsibility. Committee on Developing a Strategy to Reduce and Prevent Underage Drinking. Bonnie, R. and O’Connell, M.E., Eds. Washington, DC: The National Academies Press.
Prochaska and DiClemente (1983). “Stages and Processes of Self-Change of Smoking: Torward An Integrative Model of Change.” Journal of Consulting and Clinical Psychology 51 (3): 390-395.