Building and Sustaining a Teen-Driven Prevention Campaign Dan Jordan, MA Zulynette Morales, MSW Amal Ali Zacharie Mega Manal Tanveer Kyle Exum Aquins Varghese Egyptia Daniels National Prevention Network Conference 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 partnerships • 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 Background/History • 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 prevention • Target audience: West Hartford teenagers Why Use Research in a Campaign? 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 issues 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 campaign: 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 awareness Primary Research with Peers to Create Materials LBE Film: No Prescription for Dating http://www.lbecampaign.org/portfolio/noprescription-for-dating/ 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: • https://www.youtube.com/watch?v=JoiJKO P4h3Q&feature=youtu.be LBE online quiz: http://www.lbecampaign.org/do-you-lbe/takeour-quiz/ Primary Research to Develop Campaign Messaging and Raise Awareness • Modeling and concept mapping • #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! • www.lbecampaign.org • www.facebook.com/leadbyexampleweha Presenter Contact Information Dan Jordan: [email protected] (860) 278-2044 x226 Zuly Morales: [email protected] Amal Ali: [email protected]