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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.

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parent media campaigns

Parent Media Campaigns

2005-2010: Successes, Outcomes and Lessons Learned from 21 Reasons in Portland, Maine.

strategic prevention framework
Strategic Prevention Framework

A tool for campaign planning

goals
Goals:
  • Strengthen collaboration in the community to prevent substance abuse
  • Reduce substance abuse
parents role in prevention
Parents’ role in prevention

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).

parents role in prevention1
Parents’ role in prevention
  • Don’t believe their parents think it’s wrong are 2.4 X’s as likely to drink.
  • Don’t think they will be caught are 3.3 X’s as likely to drink.

Source: Maine Integrated Youth Health Survey (2009).

local data marijuana
Local data: Marijuana
  • Don’t believe their parents think it’s wrong are 4 X’s as likely to use.

Source: MIYHS (2009).

we know we need to bring parents on board
We know we need to bring parents on board…
  • What do you want them to do?
  • How do you get them to do it?
  • Which communication method?
behavior change
BEHAVIOR CHANGE

So many theories. . .

. . . so little time

Source on Transtheoretical/Stages of Change Model: Pochaska, J and C DiClemente (1983).

moving along the continuum
Moving Along the Continuum
  • Effects of alcohol on developing brains
  • Link between UD and negative health outcomes, including addiction and dependence
  • European youth drinking rates
which communication method
Which Communication Method?

Can community-level media campaigns change attitudes and behaviors?

Literature suggests YES, modest effects.

Sources: Derzon, J, and Lipsey, M (2002); Noar, S (2006).

communication basics
Communication Basics

1.) Medium is the message

2.) Meet your audience

3.) Be culturally competent

4.) Pay attention to your tone

21 reasons parent media campaigns
21 Reasons’ Parent Media Campaigns

What is the extent of the problem in your community?

21 reasons parent media campaigns2
21 Reasons’ Parent Media Campaigns
  • 2005: “Parents, do you know?”
  • 2006 & 2007: 5 Tips from Youth
  • 2007 & 2008: What’s Your Reason?
  • 2009 & 2010: “Wow, times have changed!”
  • 2011: “PortlandPreventionTips.org”
2005 parents do you know
2005: “Parents, do you know?”

GOAL: To inform parents of the legal penalties for furnishing to minors.

2005 parents do you know2
2005: “Parents, do you know?”

LESSONS LEARNED:

  • Earned media is a powerful force – for better or for worse.
  • Cultural competency and tone matter.
  • Formative research with the target audience is key to success.
2006 2007 5 tips from youth
2006 & 2007: 5 Tips from Youth

GOAL: To provide parents with positive advice using youth voices.

2006 2007 5 tips from youth1
2006 & 2007: 5 Tips from Youth
  • New message based on new research: 21 Reasons’ Parent Phone Survey
2006 2007 5 tips from youth2
2006 & 2007: 5 Tips from Youth

LESSONS LEARNED:

  • Different media will provide different return on investment.
  • Choice of media should be informed by target audience.
  • Identify evaluation metrics early and track throughout.
2007 2008 what s your reason
2007 & 2008: What’s Your Reason?

GOAL: To reach parents with parental monitoring tips using youth voices in an innovative format.

2007 2008 what s your reason2
2007 & 2008: What’s Your Reason?

LESSONS LEARNED:

  • Successful partnerships with youth depend on early buy-in of key faculty and student groups, as well as a project which appeals to youth or meets their needs.
  • ROI can be very high, including earned media and attention from stakeholders.
2009 2010 wow times have changed
2009 & 2010: Wow, Times Have Changed!

GOAL: To change perceived social norms around youth alcohol use.

past 30 day alcohol use 1995 2008 data from maine youth drug and alcohol use survey mydaus
Past 30-Day Alcohol Use, 1995-2008Data from Maine Youth Drug and Alcohol Use Survey (MYDAUS)
2009 2010 wow times have changed2
2009 & 2010: Wow, Times Have Changed!

LESSONS LEARNED:

  • Though contest had mixed success, campaign media coverage led to strong results.
2011 portland prevention tips
2011: Portland Prevention Tips

GOAL: To increase the percentage of Portland parents counting and locking up their alcohol.

2011 portland prevention tips3
2011: Portland Prevention Tips

LESSONS LEARNED:

  • Pre-campaign assessment of target audience needs and culture pays off.
  • Focus on specific behavior and needs of our audience.
  • Evaluation tools allow us to measure outputs as well as outcomes.
contact information
Contact Information

Jo Morrissey

Project Manager

21 Reasons DFC Program

48 Free Street, Suite 208

Portland, ME 04101

207.773.7737 • [email protected]

www.21Reasons.org

sources cited
Sources Cited

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.

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