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The 130th Annual Meeting of APHA |
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The 130th Annual Meeting of APHA |
Linda E. Bass, MPH, Acting Chief, Prevention Education Branch, Center for Substance Abuse Prevention, 11426 Rockville Pike, Suite 100, Rockville, MD 20852 and Ruth A. Marshall, BS, CSAP Communications Team/University Research Corp., LLC, 7200 Wisconsin Avenue, Suite 500, Bethesda, MD 20814, 301.941.8505, lbass@samhsa.gov.
Abstract: A healthy, sustainable community is, in large part, a result of each of its members. CSAP acknowledges this by making community outreach an essential part of its new Underage Drinking Prevention Public Education Campaign. To start the community outreach process, CSAP provides training and resources and involves key statewide groups to serve as building blocks for outreach and dissemination. This workshop describes CSAP=s work with 10 communities to develop and implement locally tailored communication messages and activities to reach youth ages 9 to 13, before alcohol behavior is formed. It shows how success can be achieved by combining communication strategies and community outreach and by using other mass mobilization techniques. It also shares important lessons about communicating with 9- to 13-year-olds.
Summary: This presentation describes the biggest health threats facing tweens (children aged 9–13 years) and a national campaign that uses diverse marketing strategies to motivate tweens to make healthy choices. Marketing research data are summarized to help participants understand tweens and what influences them. Partners in the campaign describe lessons learned and marketing strategies used to influence tweens’ choices about positive activities, pro-social activities, food, physical activity, alcohol use, and bullying.
Learning Objectives:
Keywords: Substance Abuse, Youth
Presenting author's disclosure statement:
I do not have any significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.