Transcript Massachusetts Department of Public Health Public Health Council Meeting April 11, 2012

Massachusetts Department of Public Health
Public Health Council Meeting
April 11, 2012
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“Be the Future U”
Youth Social Marketing Campaign
Presented to the Public Health Council
April 11, 2012
Michael Botticelli - Director
Stefano Keel - Director of Prevention
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First Use of Alcohol before
Age 13, a Comparison of MA
and National YRBS Results
50%
40%
30%
32%
31%
32%
31%
31%
30%
29%
28%
26%
28%
24%
21%
25%
22% *
20%
20%*
17%*•
10%
0%
1995
1997
1999
2001
Massachusetts
Source: CDC. YRBS (High School) 1995-2009
2003
2005
National
2007
2009
* Indicates significance 3
at the 95% level
*
Smoked Whole Cigarette
Before Age 13 Among High
School Students
30%
25%
23.9%
24.3%
23.4%
19.3%
20%
15.3%
15%
13.2%
12.2%
9.3%
10%
5%
0%
1995
1997
1999
2001
2003
2005
2007
2009
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Source: Massachusetts Department of Public Health. Middle School Youth Health Survey, 1995-2009
Lifetime and Current
Cigarette Use Among
Middle School Students
30%
27.0%
25%
21.0%
20%
15.5%
14.6%
4.8%
4.2%
2007
2009
15%
10%
7.1%
7.1%
5%
0%
2002
2004
Lifetime
Current
Source: Massachusetts Department of Public Health. Middle School Youth Health Survey, 2002-2009
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Past Month Use of Alcohol,
Binge Alcohol, and Marijuana
in Middle School Students
18.0%
16.1%
16.0%
14.0%
12.0%
10.8% 11.0%
10.0%
8.0%
6.0%
3.4%
4.0%
4.2%
5.1% 4.6%
3.6%
3.9%
2.0%
0.0%
Alcohol Use
Binge Alcohol Use
2004
2007
Marijuana Use
2009
Source: Massachusetts Department of Public Health. Middle School Youth Health Survey, 2004-2009
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Alcohol Use Rates and
Accessibility
Massachusetts Lifetime and Current Alcohol Use Rates for Middle
School with Different Accessibilities to Alcohol, 2009
100%
80%
60%
40%
53.5%
42.1%
33.7%
27.7%
19.6%
20%
0%
16.4%
11.8%
4.6%
Very Easy
Faily Easy
Lifetime
Fairly
Difficult
8.5%
0.6%
Very Difficult Impossible
Current
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Source: Massachusetts Department of Public Health. Middle School Youth Health Survey, 2009
Alcohol Access in
Massachusetts
Massachusetts Ease of Access to Alcohol
From 2004-2009 for High School Youth
84%
Very/Fairly Easy
100%
81%
71%
80%
60%
40%
20%
0%
Alcohol Use
2004
2007
2009
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Source: Massachusetts Department of Public Health. High School Youth Health Survey, 2004-2009
Racial/Ethnic Disparities
• Hispanic and Black middle school students have
higher lifetime rates of alcohol and cigarette use
than other ethnicities.
Hispanic Black non- White nonHispanic Hispanic
Alcohol
42%
37%
24%
Cigarettes
22%
20%
13%
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Source: Massachusetts Department of Public Health. Youth Health Survey, 2009
Racial/Ethnic Disparities
• Hispanic and Black middle school students are
more likely to think that their peers are using
alcohol, cigarettes, and marijuana.
Hispanic
Black nonHispanic
White nonHispanic
Alcohol
55%
55%
27%
Cigarettes
51%
49%
28%
Marijuana
50%
50%
24%
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Source: Massachusetts Department of Public Health. Youth Health Survey, 2009
The Goal
A Social Marketing Campaign to:
• Prevent substance abuse before it occurs
among Hispanic and Black middle school
youth and
• Increase the average age that youth first
use alcohol.
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The Campaign
• Primary Target: Black and Hispanic middle
school-aged youth
– Secondary: Caregivers and teachers
• Geography: 27 schools in cities/towns with
a high percentage of Hispanic and/or Black
population:
– Springfield, Worcester, Lynn, Brockton,
Randolph, Cambridge, Lawrence, Chelsea,
and New Bedford
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The Approach
• Create a “Circle of Support” for youth
– Parents, Schools and Community
• Reach youth where they are with positive
behavior modeling messages
– School & community posters, YouTube
channel, Facebook and YouTube ads
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The Approach to
Caregivers
• Prompt parent-child communication
– People Magazine Wrap with 3 pages of tips
on effective prevention; and
– Link to order Strengthening Families DVD,
based on a science-based program that is
done as a family
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Reaching the Caregivers
• People Magazine edition is delivered
at no charge for 8 weeks to:
– Hair salons
– Health centers
– Pediatricians’ offices in the 9
communities
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School Poster - English
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School Poster - Spanish
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YouTube Interactive Video
TBA:
http://www.youtube.com/bethefutureU18
Toolkit & Survey in Schools
• A Toolkit for Teachers is given to each 7th
and 8th grade teacher in the 9 communities
to support the message for youth.
• An expanded Youth Health Survey is given
once a year to assess the campaign and
provide insights for the coming school
year.
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Other Major BSAS
Prevention Initiatives
 Prevention programs – 31 programs focused
on evidence-based approaches to prevent
substance abuse, among all age groups, but
particularly among youth.
 Opioid Overdose Prevention Efforts -15
programs focused on implementing a variety of
evidence-based opioid overdose prevention
strategies.
 Town Hall Meeting Initiative – Together with
federal partners, BSAS is offering support for
over 50 Town Hall Meetings. See
www.stopalcoholabuse.gov/townhallmeetings for
locations.
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Comments and Questions
• Thoughts on the approach
• Possibilities for expansion
• Future goals
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Massachusetts Department of Public Health
Public Health Council Meeting
April 11, 2012
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