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Transcript of 1 Parent Media Campaigns 2005-2010: Successes, Outcomes and Lessons Learned from 21 Reasons in...
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Parent Media Campaigns2005-2010: Successes, Outcomes and Lessons Learned
from 21 Reasons in Portland, Maine.
Overview
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Strategic Prevention FrameworkA tool for campaign planning
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Goals:
• Strengthen collaboration in the community to prevent substance abuse• Reduce substance abuse
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Parents’ role in prevention
Parents have more influence over their child than:
Friends •Music • TVInternet • Celebrities
Sources: Califano, J (2009); IOM (2004); Moore, G, H Rothwell and J Segrott (2010).
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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).
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Local data: Marijuana
• Don’t believe their parents think it’s wrong are 4 X’s as likely to use.
Source: MIYHS (2009).
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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?
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BEHAVIOR CHANGE
So many theories. . . . . . so little time
Source on Transtheoretical/Stages of Change Model: Pochaska, J and C DiClemente (1983).
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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
What do we want them to do?
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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).
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Communication Basics
1.) Medium is the message2.) Meet your audience 3.) Be culturally competent4.) Pay attention to your tone
What does this look
like?
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21 Reasons’ Parent Media Campaigns
What is the extent of the problem in your community?
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21 Reasons’ Parent Media Campaigns
But Why? Why Here?
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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”
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2005: “Parents, do you know?”
GOAL: To inform parents of the legal penalties for furnishing to minors.
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2005: “Parents, do you know?”
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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.
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21 Reasons Parent Phone Survey
2006 2008 20100%
10%20%30%40%50%60%70%80%90%
100%
73% 76%
90%82%
91% 95%
Is it ever okay for your teen to drink alcohol? NO
Agree with the statement: "I feel that it is very impor-tant for parents to try ev-erything possible to pre-vent their teens from drink-ing alcohol."
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2006 & 2007: 5 Tips from Youth
GOAL: To provide parents with positive advice using youth voices.
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2006 & 2007: 5 Tips from Youth
• New message based on new research: 21 Reasons’ Parent Phone Survey
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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.
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2007 & 2008: What’s Your Reason?
GOAL: To reach parents with parental monitoring tips using youth voices in an innovative format.
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2007 & 2008: What’s Your Reason?
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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.
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2009 & 2010: Wow, Times Have Changed!
GOAL: To change perceived social norms around youth alcohol use.
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Past 30-Day Alcohol Use, 1995-2008Data from Maine Youth Drug and Alcohol Use Survey (MYDAUS)
1995 1996 1998/9 2000 2002 2004 2006 20080%
10%20%30%40%50%60%70%80%90%
100%
38% 36%31% 31% 30% 30% 29% 25%
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2009 & 2010: Wow, Times Have Changed!
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2006 2008 20100%
10%20%30%40%50%60%70%80%90%
100%
41%36%
21%
51%59%
30%
Parents believe teen drinking is inevitableAgree with the statement: "I sometimes feel helpless when it comes to prevent-ing underage drinking."
2009 & 2010: Wow, Times Have Changed!
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2009 & 2010: Wow, Times Have Changed!
LESSONS LEARNED:• Though contest had mixed success, campaign media
coverage led to strong results.
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2011: Portland Prevention Tips
GOAL: To increase the percentage of Portland parents counting and locking up their alcohol.
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2011: Portland Prevention Tips
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2011: Portland Prevention Tips
2006 2008 2010 20110%
10%20%30%40%50%60%70%80%90%
100%
3%9% 5%
14%
RESULTS
Count or mark bottles of alcohol in the home*
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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.
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Contact Information
Jo MorrisseyProject Manager
21 Reasons DFC Program48 Free Street, Suite 208
Portland, ME 04101207.773.7737 • [email protected]
www.21Reasons.org
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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.