Florida Community Anti-Drug Coalitions

1. Florida CommunityAnti-Drug Coalitions Environmental Strategies for Substance Abuse Prevention Senta Goudy, Coordinator Strategic Prevention Framework State Incentive Grant

3. Strategies Targeting Individualized Environments Socialize, Instruct, Guide, Counsel Strategies Targeting the Shared Environment Support, Thwart Family School Norms Regulations ALL INDIVIDUAL YOUTH Faith Community Health Care Providers Availability

4. Maximal Impact Strategies that address both the individual environment and the shared environment are important components of a comprehensive approach to prevention.

5. Environmental StrategiesDefined Strategies that seek to establish or change community standards, codes and attitudes, thereby influencing the incidence and prevalence of substance abuse in the general population.

6. Environmental Strategies Environmental strategies focus on changing 3 interrelated factors in the shared environment: • Availability and access • Regulations • Social and community norms

7. 5 Types of EnvironmentalStrategies • Policy • Enforcement • Education • Communication • Collaboration

8. POLICY REGULATIONS that restrict ACCESS or change COMMUNITY NORMS • Minimum age purchase laws • Limits on the location, density and hours of operation of liquor stores • Open container laws • Restrict substance advertising that targets youth • Zero tolerance laws (legal BAC to 0.00 – 0.002 for people under 21 • Promote community economic development

12. ENFORCEMENT Enforcement Effectiveness • Compliance checks and penalties/fines for merchants violating minimum-age purchase laws • Mandatory server training • Limit driving privileges for those who violate minimum-age purchase laws or zero tolerance laws • Strongly enforced school ATOD policies • Employ citizen surveillance and nuisance abatement programs • Increase potential violators’ perception that they will be caught and punished, thereby preventing undesirable or illegal behaviors

13. EDUCATION Strategies that educate the larger environment • Server training • Merchant education • Media literacy • Public education campaigns

14. COMMUNICATION • Public education campaigns attempt to increase knowledge of a particular health issue. • Social marketing campaigns try to convince the public to adopt a new behavior by showing its benefit. • Social norms marketing campaigns try to correct misperceptions about ATOD use in the community. • Media advocacy activities employ mass media to advance a public policy initiative or message. • Media literacy programs teach young people to analyze media messages and empower them to make decisions independent of media’s influence.

15. COLLABORATION Research shows that environmental strategies are most effective when done in collaboration with many sectors of the community. • Parents • Teachers and school administrators • Police and other municipal agencies • Business groups • Local policymakers • Community groups • Health and human services agencies

16. Multiple Strategies in MultipleSettings Common Goal Combine strategies to achieve a comprehensive approach to prevention • Policies are most effective when paired with enforcement and collaboration. • Education is more likely to be successful when paired with enforcement. • Communications is most likely effective when combined with more interactive strategies like policy and education.

17. Benefits of EnvironmentalStrategies • Broad reach • More rapid results • Enhanced effects • Enduring effects • Ease of maintenance and cost-effectiveness

18. BENEFITS – Broad Reach Strategies directed at the shared environment affect every member of a target population whereas strategies directed at the individual environment reach a finite group. Training convenience store clerks to check IDs reduces the availability of alcohol and tobacco for all neighborhood youth. versus One life skills program at the boys and girls club only reaches those youth involved.

19. BENEFITS – Rapid Results Strategies aimed at the shared environment often produce more rapid results than do strategies aimed at individual environments. Enforcement of the minimum alcohol purchase age can produce more or less immediate reductions in youth alcohol use. versus Programs that teach individual youth resiliency skills may take years to show results.

20. Alcohol-related Percentage of Youth Motor Vehicles Fatalities

21. BENEFITS - Others • Enhanced effects – reinforce prevention messages directed at individuals • Enduring effects – potential for long- term as well as short-term effectiveness • Cost-effectiveness – potential to reach many people at relatively low cost

22. How to use environmental strategies in your community

23. ISSUE – Lack of Awareness In your community, the belief exists among youth that drinking is very common among their peers. Strategy: Work to create a health-promoting environment through a social norms marketing campaign.

24. ISSUE – Unhealthy Community Norm In your community, parents believe that drinking is a normal part of the adolescent experience. Strategy Work to educate parents about the law against providing alcohol to minors and commit to enforcing it.

25. ISSUE – Weak or Non-Existent Policy Bars, restaurants and liquor outlets use aggressive promotions to target underage drinkers. Strategy Work to develop, implement and enforce policies that restrict marketing and promotion of alcoholic beverages.

26. ISSUE – Weak Enforcement Liquor stores in your community sell alcohol to minors. Strategy Work to strengthen law enforcement (compliance checks) or strengthen the law itself (increase fines, mandatory server/seller training).

27. Social Marketing 101

28. History of Social Marketing • Roots in “Public Service Ads” • 1942 "War Advertising Council“created • 1950’s “Public Service” Campaigns emerged and the disciplines of “Marketing” harnessed to influence public attitudes & behaviors: Loose Lips Sink Ships Rosie the Riveter Smokey the Bear

29. MarCom + PSAs = SOCIAL MARKETING 1971 Term “Social Marketing” is coined by NWU professors Kotler & Zaltman as “promoting the use of commercial marketing principles to sell ideas, viewpoints and behaviors”

30. Today Social Marketing is … “… A process for influencing human behavior on a large scale, using marketing principles for the purpose of societal benefit rather than commercial profit. (W. Smith, Academy for Educational Development) What differentiates Social Marketing from conventional prevention programs is the marketing expertise that goes into the development of the campaign.

31. Resources Community Alcohol Survey – The Face Project: www.faceproject.org SAMHSA Online Environmental Strategies Course: http://pathwayscourses.samhsa.gov/ev/ev_intro_pg1.htm Social Marketing http://www.social-marketing.org/sm.html Social Norm Campaign http://www.millikin.edu/student_programs/wellness/mostofus.asp

32. Medial Literacy

33. Who is the Target?

34. Who is the target?

35. Success with JC Penney Last Fall, JC Penney agreed to remove their back to school specials that included t-shirts with logos promoted alcohol consumption for just $9.99.

36. Policy Search Alcohol Policy System http://www.alcoholpolicy.niaaa.nih.gov/