258312 Preventing underage drinking through a community outreach pilot program

Monday, October 29, 2012

Tracy Elise Farmer, MBA , SAMHSA/CSAP/DSD, Rockville, MD
Underage drinking among adolescents is a national public health concern. An estimated 10 million people aged 12 to 20 in the United States drank alcohol in the past month (NSDUH, 2011). In response to this issue, the Substance Abuse and Mental Health Services Administration's (SAMHSA) Center for Substance Abuse and Prevention is developing an Underage Drinking Prevention National Media Campaign (“the Campaign”). Acknowledging that parents are the greatest influence on children, SAMHSA commissioned the Campaign to engage parents and caregivers of children ages 9 to 15 in the promotion of behavioral health and the prevention of underage drinking.

SAMHSA developed a Community Outreach Pilot Program to test and refine creative materials and achieve the Campaign's national objectives at the community level. A request for proposals resulted in 83 submissions from Community-Based Organizations across the country. Five pilot sites representing each of the National Prevention Network regions were awarded a sub-contract from March to July 2012 to implement and evaluate their proposed Campaign approach and materials.

This presentation will focus on the outcomes of the pilot sites' participatory research efforts, with a focus on partnership development and using formative research to tailor the Campaign materials. The pilot sites will employ evidence-based health education efforts and engage in outreach across their communities. They will assess the feasibility of the Campaign to generate positive changes in parents' attitudes and self-efficacy to engage in underage drinking prevention behaviors. Ultimately, the results of this community-based research approach will inform the overall Campaign strategy.

Learning Areas:
Communication and informatics
Conduct evaluation related to programs, research, and other areas of practice
Implementation of health education strategies, interventions and programs
Planning of health education strategies, interventions, and programs
Public health or related research

Learning Objectives:
1. Discover how community-based research can be used to inform the development of a national prevention media campaign. 2. Learn how to engage community partners in a national media campaign. 3. Understand how campaign prevention messages can be enhanced by education, outreach, and resources. 4. Learn best-practices for collaborating with community-based organizations to expand a campaign’s reach.

Keywords: Community Participation, Substance Abuse Prevention

Presenting author's disclosure statement:

Qualified on the content I am responsible for because: I have been the alternate project officer of the Underage Drinking Prevention National Media Campaign project for three years (2009-2012).
Any relevant financial relationships? No

I agree to comply with the American Public Health Association Conflict of Interest and Commercial Support Guidelines, and to disclose to the participants any off-label or experimental uses of a commercial product or service discussed in my presentation.

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