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Drinking. Where Are Your Choices Taking You?

Drinking. Where Are Your Choices Taking You?. A Provincial Media Campaign in Ontario Addressing Dangerous Drinking By Youth. Why Do It?. Ontario Student Drug Use Survey Mandatory Guidelines Central West - Southwest Substance Abuse Prevention Network campaign in 2000.

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Drinking. Where Are Your Choices Taking You?

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  1. Drinking. Where Are Your Choices Taking You? A Provincial Media Campaign in Ontario Addressing Dangerous Drinking By Youth

  2. Why Do It? • Ontario Student Drug Use Survey • Mandatory Guidelines • Central West - Southwest Substance Abuse Prevention Network campaign in 2000. • Australian resources • Focus of activity across the province

  3. Changes over time- percentage reporting Alcohol Use during the past 12 months

  4. Changes over time - Percentage of students reporting becoming drunk at least once in past 4 weeks

  5. Who Recognizes this problem? • The Ministry of Health • Mandatory Guidelines • Local Public Health • “Party” programming • Focus Communities and Drug Awareness Week Committees • “Party” programming • CAMH • Working with local communities across the province i.e. Virtual Party

  6. Proposed Mandatory Guidelines • To increase the proportion of the adult population who adhere to the Low-Risk Drinking Guidelines • To reduce the proportion of youth and young adults who binge drink • To increase the number of key influencers who promote compliance with the Low-Risk Drinking Guidelines. • To delay the age of first drinking.

  7. Public Health and Focus Communities • Party in the Right Spirit • Safe Grad • “Virtual Party” • Party Smart • Party Pack • Party Pact • Alcohol Liability • Parenting programs

  8. Local Public Health

  9. Alcohol Awareness Organizations Supportive of the Campaign • Association of Local Public Health Agencies • Ontario Pharmacy Association • Council on Drug Abuse • Alcohol and Drug Concerns • Royal Canadian Mounted Police • PAD Drug Education & Support Services • Centre for Addiction and Mental Health • Alcohol Policy Network - Ontario Public Health Association • Association to Reduce Alcohol Promotion in Ontario • MADD Can. & OCCID

  10. The VisionAn 8 - year strategy to aggressively address high risk drinking by Ont. youth • Build on strength of local programming • Raise profile of alcohol awareness activities across the province • Increase awareness of negative consequences of alcohol use beyond drinking and driving • Coordinate and focus the diverse efforts of alcohol awareness efforts across the province. • Develop messages to support reducing harm

  11. The Eight Year PlanYears 1-2 - Planning • Establish identifier and messages • Secure resources • Develop and test creative • Web-based tool infrastructure • Secure channels/vehicles for promotion • Secure youth involvement

  12. Years 2-5 and 5-7 Implementation • Launch of campaign in DAW of Year 2 • Release next OSDUS and initial evaluation results • Involvement of youth in contest to develop own messaging on web site Year 3 • Continue to focus on role of parents and role models in shaping the patterns of alcohol use • Roll-out of youth messaging Year 4 • Plan for normative approach (Year 4 & 5) with launch of normative creative in 5th and sixth year

  13. Years 7&8 • Evaluation of campaign • Results published

  14. Let’s look at the Australian Resources

  15. Australian Campaign Materials • Two Television Commercials • Two Magazine Ads for youth magazines • One Magazine Ad for parent magazine • One ad for parents in newspaper • One ad for doctors • Pamphlets for parents • Web site and youth card

  16. Youth Magazine Ads

  17. Newspaper Ads

  18. Strengths of Australian Resources • High Quality Mass Media products with good clear core message • Integrated materials with flexibility in shaping secondary messages • Translated into 14 languages (not French) • Respectful of youth - recognizes they have “choices” and focuses on negative consequences rather than numbers game

  19. Current Status of the Ontario Campaign? • Have a working title – YMCO • Have over 50 groups involved • Have developed a feasability plan, a logic model and a proposal for funding • Have an Advisory Committee and three sub-committees- 1. Youth & Partying, 2. Parents, and 3.Policy • Will launch a web-based tool for Drug Awareness Week linked with “Virtual Party” • Have 4 students working from two organizations

  20. Level of Commitment • Alcohol & Drug Concerns Inc. and the Association of Local Public Health Agencies are Co-Chairs and have committed time, money • AOD Cluster groups have committed time and resources • CAMH has committed time and money • Local PH agencies have committed time and resources • Other agencies (OCCID. MADD Can.) have committed time and resources

  21. YMCO Campaign Planning • Advisory meets every two months • Partnership meets biannually • Planning web site • http://www.concerns.ca/YMCO • Virtual Party web site • http://www.virtual-party.org/

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