Transcript Florida Community Anti

Charlie Crist, Governor
Robert A. Butterworth, Secretary
Florida Community
Anti-Drug Coalitions
Environmental Strategies for
Substance Abuse Prevention
Senta Goudy, Coordinator
Strategic Prevention Framework State Incentive Grant
Mission: Protect the Vulnerable, Promote Strong and Economically Self- Sufficient Families,
and Advance Personal and Family Recovery and Resiliency.
Strategies Targeting
Individualized
Environments
Socialize, Instruct, Guide,
Counsel
Family
School
Strategies
Targeting the
Shared
Environment
Support, Thwart
Norms
Regulations
ALL
INDIVIDUAL
YOUTH
Faith
Community
Health
Care
Providers
Availability
Maximal Impact
Strategies that address both the
individual environment and the shared
environment are important components
of a comprehensive approach to
prevention.
Environmental Strategies
Defined
Strategies that seek to establish or
change community standards, codes
and attitudes, thereby influencing the
incidence and prevalence of substance
abuse in the general population.
Environmental Strategies
Environmental strategies focus on
changing 3 interrelated factors in the
shared environment:
 Availability and access
 Regulations
 Social and community norms
5 Types of Environmental
Strategies





Policy
Enforcement
Education
Communication
Collaboration
POLICY
REGULATIONS that restrict ACCESS or
change COMMUNITY NORMS
•
•
•
•
•
•
Minimum age purchase laws
Limits on the location, density and hours of operation of liquor
stores
Open container laws
Restrict substance advertising that targets youth
Zero tolerance laws (legal BAC to 0.00 – 0.002 for people
under 21
Promote community economic development
02-0 0
PIRE NATL ALC POL TRAINING
02-0 0
PIRE NATL ALC POL TRAINING
ENFORCEMENT
Enforcement
1.
2.
3.
4.
5.
6.
Effectiveness
Compliance checks and penalties/fines for
merchants violating minimum-age purchase laws
Mandatory server training
Limit driving privileges for those who violate
minimum-age purchase laws or zero tolerance laws
Strongly enforced school ATOD policies
Employ citizen surveillance and nuisance
abatement programs
Increase potential violators’ perception that they will
be caught and punished, thereby preventing
undesirable or illegal behaviors
EDUCATION
Strategies that educate the larger
environment
1.
2.
3.
4.
Server training
Merchant education
Media literacy
Public education campaigns
COMMUNICATION
1.
2.
3.
4.
5.
Public education campaigns attempt to increase knowledge
of a particular health issue.
Social marketing campaigns try to convince the public to
adopt a new behavior by showing its benefit.
Social norms marketing campaigns try to correct
misperceptions about ATOD use in the community.
Media advocacy activities employ mass media to advance a
public policy initiative or message.
Media literacy programs teach young people to analyze
media messages and empower them to make decisions
independent of media’s influence.
COLLABORATION
Research shows that environmental strategies
are most effective when done in collaboration
with many sectors of the community.
1.
2.
3.
4.
5.
6.
7.
Parents
Teachers and school administrators
Police and other municipal agencies
Business groups
Local policymakers
Community groups
Health and human services agencies
Multiple Strategies in Multiple
Settings
Common Goal
Combine strategies to achieve a
comprehensive approach to prevention
1. Policies are most effective when paired with
enforcement and collaboration.
2. Education is more likely to be successful when
paired with enforcement.
3. Communications is most likely effective when
combined with more interactive strategies like
policy and education.
Benefits of Environmental
Strategies
 Broad reach




More rapid results
Enhanced effects
Enduring effects
Ease of maintenance and cost-effectiveness
BENEFITS – Broad Reach
Strategies directed at the shared environment affect
every member of a target population whereas
strategies directed at the individual environment
reach a finite group.
Training convenience store clerks to check IDs reduces the
availability of alcohol and tobacco for all neighborhood
youth.
versus
One life skills program at the boys and girls club only
reaches those youth involved.
BENEFITS – Rapid Results
Strategies aimed at the shared environment often
produce more rapid results than do strategies
aimed at individual environments.
Enforcement of the minimum alcohol purchase age can
produce more or less immediate reductions in youth
alcohol use.
versus
Programs that teach individual youth resiliency skills may
take years to show results.
Alcohol-related Percentage of
Youth Motor Vehicles Fatalities
BENEFITS - Others
 Enhanced effects – reinforce
prevention messages directed at
individuals
 Enduring effects – potential for longterm as well as short-term effectiveness
 Cost-effectiveness – potential to reach
many people at relatively low cost
How to use environmental
strategies in your
community
ISSUE – Lack of Awareness
In your community, the belief exists
among youth that drinking is very
common among their peers.
Strategy:
Work to create a health-promoting environment
through a social norms marketing campaign.
ISSUE – Unhealthy Community Norm
In your community, parents believe that
drinking is a normal part of the adolescent
experience.
Strategy
Work to educate parents about the law
against providing alcohol to minors and
commit to enforcing it.
ISSUE – Weak or Non-Existent Policy
Bars, restaurants and liquor outlets use
aggressive promotions to target
underage drinkers.
Strategy
Work to develop, implement and
enforce policies that restrict marketing
and promotion of alcoholic beverages.
ISSUE – Weak Enforcement
Liquor stores in your community sell
alcohol to minors.
Strategy
Work to strengthen law enforcement
(compliance checks) or strengthen the
law itself (increase fines, mandatory
server/seller training).
Social Marketing 101
History of Social Marketing
• Roots in “Public Service Ads”
• 1942
"War Advertising Council“created
• 1950’s
“Public Service” Campaigns emerged and the
disciplines of “Marketing” harnessed to
influence public attitudes & behaviors:
Loose Lips Sink Ships
Rosie the Riveter
Smokey the Bear
MarCom + PSAs
= SOCIAL MARKETING
1971
Term “Social Marketing” is coined by NWU
professors Kotler & Zaltman as “promoting
the use of commercial marketing principles to
sell ideas, viewpoints and behaviors”
Today Social Marketing is …
“… A process for influencing human
behavior on a large scale, using
marketing principles for the purpose of
societal benefit rather than commercial
profit.
(W. Smith, Academy for Educational Development)
What differentiates Social Marketing from conventional
prevention programs is the marketing expertise that
goes into the development of the campaign.
Resources
Community Alcohol Survey – The Face Project:
www.faceproject.org
SAMHSA Online Environmental Strategies Course:
http://pathwayscourses.samhsa.gov/ev/ev_intro_pg1.htm
Social Marketing
http://www.social-marketing.org/sm.html
Social Norm Campaign
http://www.millikin.edu/student_programs/wellness/mostofus.asp
Medial Literacy
Who is the Target?
Who is the target?
Success with JC Penney
Last Fall, JC
Penney agreed to
remove their back
to school specials
that included tshirts with logos
promoted alcohol
consumption for
just $9.99.
Policy Search
Alcohol Policy System
http://www.alcoholpolicy.niaaa.nih.gov/