PARTNERSHIP FOR DRUG FREE HAWAII: A TEEN PERSPECTIVE

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PARTNERSHIP FOR DRUG FREE HAWAII A TEEN
PERSPECTIVE

• PRESENTED BY
• SASSY AND G MAGAZINE

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SASSY AND G MAGAZINE OUR BACKGROUND

• A FREE, bi-monthly, teen publication that
  empowers youth.
• 50,000 distribution, public and private schools.
• Committed to obtaining the best results for
  Hawaii's students.

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SASSY AND G MAGAZINE OUR BACKGROUND

• Bridge together students, teachers, parents,
  administration, businesses and the community.
• Empowers students to recognize "potential" within
  themselves.
• Showcase teens uniqueness and enrich them.
• Committed to achieving excellence in Hawaii's
  educational system.

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SASSY AND G MAGAZINE OUR BACKGROUND

• Partnerships
• LGs office
• DEA
• Coalition for a Drug Free Hawaii
• National Guard
• DOH
• American Lung Association of Hawaii
• Blood Bank of Hawaii
• MADD
• Domestic Violence Clearinghouse

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PARTNERSHIP FOR A DRUG FREE AMERICA BACKGROUND

• Non-profit coalition of professionals from the
  communications industry.
• Founded in 1986 by ad executives.
• If they can sell cars, why not unsell drugs?
  

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PARTNERSHIP FOR A DRUG FREE AMERICA BACKGROUND

• 16 years of success in drug prevention through ad
  campaigns.
• Exists to help teens reject substance abuse by
  influencing attitudes through persuasive
  information.
• TV, radio and print commercials.

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CHANGE ATTITUDES!

• Attitudes drive behavior.
• If we want to prevent drug use, we must build
  strong anti-drug ATTITUDES among kids and teens.

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• THEY WORK!
• Teens who see/hear ads at least once a day
• are less likely to do drugs.
• 38 less likely to try Methamphetamine
• 29 less likely to use Ecstasy
• 14 less likely to smoke Marijuana

Source RoperASW 2002
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The New York Story

• Partnership for a Drug-Free
• Greater New York

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Average Media Dollars Per Month Exceeded Goal
The New York City Story
119
849,000
Goal 774,000
387,000
Pre-launch 10/91 - 9/92
1 year after campaign launch 10/92 - 9/93
Source Monitored New York City Media Monitored
local television and newspapers. (National media
excluded.)
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Attitudes Shifted DrasticallyAmong NYC Children,
1992-93
The New York City Story

• 2nd 3rd-Graders
• Drugs are scary 10
• Drugs are cool -17
• I might want to try -29
• 4th, 5th 6th-Graders
• I would tell others dont use 30
• Dealer is a good friend -22

Source Partnership for a Drug-Free America, New
York City Grade School Study, 1993.Proportional
changes given are statistically significant.
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NYC Sources of Information Learned A Lot About
Drugs From...
The New York City Story
Source Partnership for a Drug-Free America, New
York City Grade School Study, 1993. Proportional
changes given are statistically significant
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The Miami Story

• Miami Coalition for a Safe and Drug-Free Community

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Strongly Disapprove of Friends Using Marijuana
The Miami Story
Increase in Disapproval and Perceived Risk in
Marijuana Use/Decrease in Use
Great Risk of Harm for Friends that Use Marijuana
Past 30 Day Use of Marijuana
Source The Miami Coalition/University of Miami,
7th-12th-graders
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PDFA Message Exposure Correlateswith Increased
Parental Involvement
Talked to Child 4 Times in Past Year About Drugs
55
44
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THE IMPORTANCE OF PARENTS
Only 31 of teens learn a lot about the risk of
drugs from their parents.
Source 2002 Partnership Attitude Tracking Study
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NATIONAL STATS

• According to the 2002 Partnership Attitude
  Tracking Study, an estimated 23.6 million teens
  are in grades 7-12 in the US today.
• Of them
• 11.3 million (48 percent of the teen population)
  have tried illegal drugs.
• 8.5 million (37 percent) have used illegal drugs
  in the past year.
• 5.4 million (24 percent) - nearly one out of
  every four teens in the nation - have used
  illegal drugs in the past 30 days.

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HAWAII STATS

• In Hawaii, teens that have used illicit drugs in
  the past month
• 12 of 8th graders
• 21 of 10th graders
• 23 of 12th graders
• Department of Health and University of Hawaii
  Study

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Trends in Ecstasy Trial by Hawaii Youth

12th Graders
10th Graders
8th Graders
Source 2002 Hawaii Student Survey and 2002
Monitoring the Future Study
Partnership for a Drug-Free America
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Meth Trial by Hawaiian Youth vs. National
8th Grade
10th Grade
12th Grade
Significant difference at the .05 level
Source Hawaii Student Survey 2002,
Monitoring the Future 2002
Partnership for a Drug-Free America
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Trends in Marijuana Trial by Hawaii Youth

12th Graders
10th Graders
8th Graders
Source 2002 Hawaii Student Survey and 2002
Monitoring the Future Study
Partnership for a Drug-Free America
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The 3-E Process

• Educate
• Enlighten
• Empower

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EDUCATE

• Increase mass media coverage on substance abuse
  prevention and treatment.
• Utilize a cool message specifically designed to
  teens that educates, not preaches.
• Develop drug-free community activities for
  teens to participate in.

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ENLIGHTEN

• Change attitudes (make being drug-free cool).
• Show dangers and consequences of drug usage
  (physical and mental damage).
• Allow teens to believe they made the decision on
  their own.

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EMPOWER

• Encourage self-esteem and self-expression outlets
  (Athletics, Arts, etc.).
• Positive reinforcement (role models, peers,
  etc.).
• Reward positive vs. negative behavior (domino
  effect).

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Preventing Drug Use Among Hawaii Youth Will Also
Help Reduce

• Crime and violence
• HIV/AIDS
• School dropouts
• Teenage pregnancy
• Teenage suicide
• HealthCare costs

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If we can help our youth get through their
teenage years without trying drugs...
CONCLUSION

• they are likely tonever use drugs as an adult.

Source SAMHSA National Household Survey on Drug
Abuse
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The situation is not hopeless.We are not
helpless.
Partnership for a Drug-Free Hawaii
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