1 / 21

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.

lee
Download Presentation

Drinking. Where Are Your Choices Taking You?

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  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/

More Related