Building and Sustaining
a Teen-Driven Prevention
Dan Jordan, MA
Zulynette Morales, MSW
Amal Ali
Zacharie Mega
Manal Tanveer
Kyle Exum
Aquins Varghese
Egyptia Daniels
National Prevention Network
September 16, 2014
Our Focus for Today
1. Incorporating research into a campaign
Different ways to integrate research into a campaign
Strategies for collecting and disseminating research in
user-friendly ways
Examples from our Lead by Example (LBE) campaign
2. Authentic youth involvement in a prevention campaign
• How can you involve youth in the process?
• Youth as partners, not just figureheads
The Institute for Community
Research (ICR)
• Private, nonprofit research institute based in Hartford, CT
• Founded in 1987
• Committed to building healthy communities through research
• Engages in community-based research partnerships to reverse
inequities, promote positive changes in public health and education,
and foster cultural conservation and development
• Over two decades of work in participatory action research with youth
and adults: topics have included substance use, racism, food justice,
teen pregnancy, teen hustling, among others
• Partnership between the Institute for Community
Research (ICR) and the West Hartford Substance
Abuse Prevention Commission (SAPC) began in 2010
• Focus is on two risk factors that influence underage
drinking: peer norms and perception of risk/harm
• Strategy is a social marketing campaign that is teendriven and based on research
• Products include a forum theater script with multiple
endings; three teen-produced films depicting scenarios
involving substance abuse (based on teen research
among their peers); a teen-designed campaign
website and merchandise
• Lead by Example is a
teen-led research-driven
substance abuse
prevention campaign to
promote healthy decision
making and leadership
• Environmental approach
to substance abuse
• Target audience: West
Hartford teenagers
Why Use Research in a
The goals of conducting
research are three-fold:
1. collecting data that will be
useful to your campaign helps shape the actions you
want to take, strengthens
your case
2. using the process of
asking questions, modeling,
and conducting research as
a path to youth leadership,
critical thinking, and deeper
understanding of campaign
3. using research as a way
to build allies and
strengthen networks
How we incorporated research into
our campaign
Three ways we have
incorporated research into
the Lead by Example
1. Primary research with
peers to create
campaign materials
2. Analyzing existing data
and creating
dissemination strategy
3. Primary research to
develop campaign
messaging and raise
Primary Research with Peers to
Create Materials
LBE Film: No Prescription for
Analyzing Existing Data and
Creating Dissemination Strategy
• 2013 high school drug and alcohol survey
- Taken by all students at the two public high schools
in West Hartford
- Who had access to the results? How could
students learn the results?
• Created a video to share the results of the survey
and address peer norms: did students know the
real facts about substance use among their peers?
Lead by Example Conard homeroom video:
LBE online quiz:
Primary Research to Develop Campaign
Messaging and Raise Awareness
• Modeling and concept
• #HWLBE: Humans
Who Lead by Example
• Did interviews and
analyzed them by
themes to do the
HWLBE project
• Share results on social
media: facebook,
twitter, instagram
Partnering with Teens on a
Prevention Campaign
Everything was done in partnership with teens
- all the research, analyzing data, creating
materials, creating the website
youth present at conferences, panels,
commission meetings
sustainability and youth involvement: we
are incorporating LBE into the schools, it’s
now an official club - good support from
teachers and administration
Celebrate West Hartford - broaden our
reach in the community
ICR hires youth as interns over the
summers to continue the campaign work
Formed a youth committee to help us with
planning and facilitating the LBE clubs in
the schools
Check Out the Campaign!
Presenter Contact Information
Dan Jordan:
[email protected]
(860) 278-2044 x226
Zuly Morales:
[email protected]
Amal Ali:
[email protected]