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ECPA ENTRY from Latvia

This project aims to decrease drug usage and distribution among youth in Latvia by raising awareness, educating on legal liabilities, and engaging in innovative crime prevention strategies. Through simulations, social media campaigns, and public outreach, the project targets young people aged 14-19 to combat the rising drug-related crimes in the region. The use of digital solutions, role-playing games, and educational materials enhances the impact and effectiveness of the prevention efforts.

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ECPA ENTRY from Latvia

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  1. ECPA ENTRY from Latvia State Police of Latvia project “Youth against drugs“ Partner - Latvian Association of Addiction Psychologists (2010. – 2013.)

  2. Background Baltic countries joining EU and Schengen zone > crimes related to drug storage, transit, distribution went up tremendously > criminal cases involving drugs increased from 1432 cases to 2511 cases per year - risk for youth > Age 16 – 21 the highest rates of experimentingusage of psychotropic substance, every3rd has tried marihuana

  3. Foundation • The aim – to decrease drug usage and distribution among young people • Raise awareness of young people about legal liability of drug usage, storage and distribution, widen knowledge about institutions involved in the fight against drugs • Target group 14 – 19

  4. Budget and duration • Total - 599,946 EUR • EC financial support - 419,962 EUR • Duration - 24 months + dissemination of the results

  5. Activities • Public opinion pool (as the basic for further activities) • Social media campaign (3 steps) • Simulation role games as an innovative aproach to crime prevention • Handout materials • Publications • Guide book for simulation rolegame organizers

  6. Public opinion pool • 1255 respondents,14 – 19 old • The young people self – assesment is extremely high, but the real knowledge and possesion of information is comparatively low and faulty. • Only 57% of respondents know that administrative liabilty is from age 14 • Only 20% of respondents know that criminal liability is from age 14 • Identify faulty views > inform > change

  7. Social media campaign 1/5 • 3 steps (September 2010, January 2011, September 2011) • TV clips LV and RUS (30” un 60”) • Radio clips LV and RUS • Outdoors, flyers for public transport • Clips at cinema (Riga and 6 regional) • Internet activities (social media) • Activities at skate-parks, film about skater’s lifestyle without drugs

  8. Social media campaign 2/5 “If you use drugs, drugs actually use you”

  9. Outdoors

  10. Outdoors

  11. Outdoors

  12. Flyers in public transport

  13. Internet 3/5 The main media channel • 79% of target group uses every day • The most popular activity – communication in socilal site – www.draugiem.lv • Second popular activity – playing games in internet

  14. Digital internet solutions 4/5 • Integrated mechanism in www.draugiem.lv game “Ferma”, which encourage a player to come to www.sargi-sevi.lv • Virtual arest for thouse, who accepted “marihuana try” from “dealer” • To unblock profile, should find code www.sargi-sevi.lv

  15. www.draugiem.lv/sargisevi

  16. 56 000 warning e-mails about legal liability

  17. Digital internet solutions, results 5/5 draugiem.lv/sargisevi • At 2nd step more then 10 800 users saw a “marihuana dealer” • 5 532 went to www.sargi-sevi.lv • More then 50 000 pageviews • More then 12 000 fans (10x more then was preticted) • More then 600 questions to our experts • Several interactive polls/discussions proposed from our experts • 1st place at TOP100 from draugiem.lvsocial pages (20.,52.,53. place from all) • At 1st step more than 40 518 “virtual arests”

  18. Results • Up to 500%visitations www.sargi-sevi.lv • More then 60 000 uncial viewers

  19. www.twitter.com/sargisevi

  20. Simulation role games 1/3 • Chance to feel in one of 7 institutions’ role (police, border guard, school, self-government, hospital, journalists, NGO). • Chance to figure out specific function of governmental and non-governmental institutions, which are involved in faith against drugs. • Chance to think strategical and improvecommunication skills, choose future proffesion. • Working together with expert, who helps the team. • There is a game’s scenario, which all teams get before starting a game.

  21. Why simulation role game is succesful and effective approach to drug addiction prevention?2/3 • Alternative setting/surrounding • Belonging to the group • Role encourages to educe/find out subscouncious skills • Emotional learning instead of lectures (memorizes up to 85% information) • It doesn’t learn what good or bad is, but lets every participant think him/herself, get to personal opinion and make conclusions. • Information deliver forward in informal way (mouth-to-mouth)

  22. Simulation role games 3/3 • 96% of participants evaluated game with max points • ~ 200 young people and 35 teachers took part • More than 30 experts (local police officers, psihologists, represaentatives from LT and EST) • Multiplicator principle (guide book for organizars LV and RU 35000 copies)

  23. Handout materials Guide book about simulation role games

  24. Handout materials

  25. Handout materials

  26. Handout materials Games

  27. Handout materials • Thematic souvenirs

  28. Conclusion Efective • Use actual modern digital media solutions to achieve maximal target group/social media role • Traditional and innovative methods mixing • What happens after? Multiclipator principle/succesion

  29. Thank you for your attention!

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