ABOVE THE INFLUENCE- KENT COUNTY One Region’s Social Marketing Approach to Reducing Underage Substance Use
A Visual of our Learning Objectives
Learning Objectives Ideas for mobilizing youth to design and deliver social marketing messages and branding. Case study review from Kent County’s experience developing innovative approaches to delivering prevention messages and impacting community norms by localizing Above the Influence.
What is Social Marketing?? The application of commercial marketing techniques – uses same marketing process to sell ‘consumer goods’ to sell ideas, attitudes, beliefs, etc. Seeks to influence a key target audience by listening to their needs and desires and builds from ‘bottom - up’ For the good of society
What do you know about Generation Y? Passion… Interests… Experiences… Background… Work Ethic… Culture… Technology…
Understanding Generation Y Interesting Facts: • Born 1980 to 2000. • 80 million strong. • Grew up with school shootings, 9/11, Hurricane Katrina, Iraq. • Proficient with technology, often called “Digital Natives”. • Personality characteristics: confident, social, celebrate diversity, collaborative. • 93% of teens ages 12-17 go online. • 75% have created a profile on a social networking site. • 1 in every 5 have posted a video of themselves online • 41% of Millennials use only a cell phone and have no landline. • Over half of YouTube’s users are under 20 years old. • Most ethnically and diverse generation yet! http://www.rosettathurman.com http://www.youtube.com/watch?v=SEZM6nUhKW8
Casting a Collaborative Vision Schools/ Social Services Tribal/Ethnic Organizations Faith Communities Education Sector Government/ Health-based Elected entities Officials Community Law Wellness Enforcement Programs Youth-serving Media nonprofits OTHER YOUTH Parents Community Youth are impacted by all of us! The greater the synergy, the more dynamic the impact!
Social Marketing - WHY ATI? “New” Impacts both users and non-users Youth Involvement – Relating to Generation Y FUN! Evidence-based “Anybody” can do it!
Creating a Call to Action “If you come here to help me, then you are wasting your time. But if you come here because your liberation is bound up in mine, then let us begin. ” – Lily ly Walk lker, er, Austral tralia ian Acti tivist vist
Community Profile: A Look at Kent County Kent County Population of 600,000+ County seat, city of Grand Rapids – 2 nd largest city in Michigan after Detroit Demographically Diverse 20 School Districts High Unemployment Fastest growing poorest city Silos – Collaborative Competitors Institutional Barriers Lack of understanding of prevention Resource Rich -- Philanthropy Monthly Festivals / Celebration Urban / Suburban /Rural
Conducting a Coalition Analysis Strengths, Weaknesses, Opportunities, Threats What are our strengths? What are our barriers? Who is missing from the table? Who is at the table but in the wrong position? Who is on the fringe that we need actively engaged? How well do ‘Joe and Joanna’ Public understand the ATOD problems in the community? Are we effectively involving youth in decision-making roles?
Conducting a Coalition Analysis LET’S DISCUSS!
Conducting a Coalition Analysis Strengths, Weaknesses, Opportunities, Threats Agree that prevention is a shared responsibility. Understand ATOD problems in the community. Bring the power of individual citizens and institutions together. Limited Funding Must reach a large portion of audience to be effective Saturation rate Retention rate Solutions exists in our community Multiple People POWER!
Goal of ATI-Kent County FROM THIS… TO THIS… Embracing values of: Cultural Competence, Sustainability, Organizational Expertise, Partner Talents & Strengths, Braided Resources, Multiple Voices, and Personal networks
Why Collaborate Changing Norms • Creation of National Prevention, Health Promotion, and Public Health Council • National Prevention Strategy • Recovery Oriented Systems of Care • Affordable Care Act Braiding Resources/Reduce Duplication Shared Need Changing Professional Demands Expand Community Impact
ATI-Kent County: Our Charge Mission Promote Community Health by preventing and reducing underage alcohol use. Be Vocal Be Visible Be Valuable Vision: People, Partnerships, Passion, Performance
Developing the Plan Science of the Positive Model Spirit Science Action Dr. Jeff Linkenbach, Center for Health & Safety Culture, Montana Institute
Developing the Plan: ATI-Kent County “ Placing the blame for the problem of underage substance use solely on youth is like blaming a dead fish for living in a polluted stream.”
Localizing the ATI Toolkit for OUR Community ATI-Kent County Implementation Hear, Read, See Creation of Movie Trailer and Movie Posters and postcards Radio, newspaper, magazine, and TV Interviews Product (shirts, SWAG bags, and parent power packs) Youth focus groups/Flip cameras Key stakeholder meetings Call to ACTION -- Mobilization of new and existing partners Grassroots outreach Key stakeholder meetings Vision: Educate; Support; Empower!
ATI-Kent County Work Samples
ATI-Kent County Work Samples
ATI-Kent County Work Samples
ATI-Kent County Work Samples
ATI-Kent County Work Samples View ATI-Kent County Movie Trailer @: http://vimeo.com/20514900 3 minutes 40 seconds View ATI-Kent County Movie @: http://www.vimeo.com/21462454 30 minutes
ATI-Kent County Work Samples
ATI-Kent County Work Samples
ATI-Kent County Work Samples
ATI-Kent County Work Samples Program helps teens refuse drugs and alcohol, focus on dreams and ambitions Published: Tuesday, March 08, 2011, 5:27 AM By Paul R. Kopenkoskey | The Grand Rapids Press “We want the coalition to be something youth can own,” Cohen said. “We’ve found out that the things that are already established youth don’t buy into because they were established before they had their fingers in it. We want them to shape the vision and take the lead and take ownership of (the coalition). In order to do that, it means we to give them time to develop that.”
ATI-Kent County Work Samples
ATI-Kent County Work Samples Successes/Community Impact: • Won 2011 National S.A.D.D. Best Activity of the Year • ATI-Kent County movie on Comcast Cable • ATI-Kent County initiative enfolded into the Health Curriculum Grand Rapids Public Schools High Schools • Awarded 2011 ‘State of MI Coalition of the Year’ from the Michigan Coalition to Reduce Underage Drinking (MCRUD) • Unprecedented Media Attention • Community Report and ATI-KC work featured in White House Office of National Drug Control Policy Capitol Hill report
ATI-Kent County Work Samples
ATI-Kent County Work Samples
Lessons Learned Pt. 1 Establish “one voice” from the start. Generate short-term wins / celebrate successes. Practice shared decision making. Continuous emphasis on cultural sensitivity. Trust your youth’s input. Don’t be afraid– GET FEARLESS! Engage media EARLY and OFTEN!
Lessons Learned Pt. 2 Include faith communities and grassroots organizations – they can be your “secret weapon”. Relationship! Relationship! Relationship! Think beyond the social marketing project to overall community goals. Clearly define staff, youth, committee, and collaborator/stakeholder roles. Plan to follow-up with youth often (phone, facebook, texting).
Lessons Learned Pt. 3 Look for IT/technology partners who embody the heart of the work and not just the science. Keep the spirit of the work at the forefront. Make it easy: find natural ways for your ATI project to connect with existing partner activities. DREAM BIG!
Presenter Contact Information Shannon M. Cohen, M.P.A, C.P.S Kent County Prevention Coalition P.O. Box 7286 Grand Rapids, MI. 49510-7286 kcpreventioncoalition@gmail.com Shannon.m.cohen@gmail.com (616) 915.5109 The Kent County Prevention Coalition -- Improving the community by reducing the harmful use of alcohol, tobacco, and other drugs
Let’s View the Movie/ Q & A PLAY ABOVE THE INFLUENCE- KENT COUNTY MOVIE Thank you for your time!
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