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Lansing School District Student Summit. Introductions. 3 Truths and a Lie Step 1 : On your index card write down 3 things about yourself that are true and 1 that is false. Step 2: Count off into groups. Why a Social Media Campaign?. Why a Social Media Campaign?. To educate people
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Introductions • 3 Truths and a Lie Step 1: On your index card write down 3 things about yourself that are true and 1 that is false. Step 2: Count off into groups
Why a Social Media Campaign? • To educate people • What don’t people ALREADY know about underage drinking? • Teach others what can be done about the problem • Clarify what people believe is “normal” • Social norms marketing • Advocate for change
Using Social Media for Education • What do YOU know about underage drinking?
Using Social Media for Education • Do your peers all know this? • Do your parents? • Do your teachers/school policy makers?
Some Things They May NOT Know… New Brain Research – According to an American Medical Association report: • “Our brains go through important transformations during adolescence.” • Studies show “that alcohol use during the adolescent years is associated with damage to memory and learning capabilities as well as to the decision-making and reasoning areas in the brain.“ • “Frontal lobe development and the refinement of pathways and connections continue until age 16, and a high rate of energy is used as the brain matures until age 20. Damage from alcohol at this time can be long-term and irreversible.” http://www.drugfree.org/teenbrain/science/index.html
Some Things They May NOT Know… The legal consequences for parents(not just youth) • For Parents: • It is illegal to provide alcohol to minors, even in their own home (*Fines are up to $1000 and/or up to 60 days in jail and possible community service) • It is illegal to provide a fake ID to anyone under 21 • They are legally responsible for anything that might happen to a minor who has been served alcohol in their home • They may be subject to criminal prosecution and fines • If they furnish alcohol to a minor, they may be liable for monetary damages caused by that individual
Do you know what the legal consequences are for underage drinking?
Do you know what the legal consequences are for underage drinking? • Fine $100 • If you are under 18, your parents will be notified • May receive court imposed requirements for education, screening, assessment, treatment, and/or community service • Upon successful completion of requirements, the court may declare “no conviction” so that there is not a misdemeanor record • Entered into a statewide tracking system with the Secretary of State
Some Things They May NOT Know… Newer alcohol products and marketing trends – Alcohol Energy Drinks A 2008 Wake Forest University School of Medicine study concluded energy drinks premixed with alcohol: Reduce participants’ perception of level of intoxication Is associated with increased heavy drinking and more episodes of weekly drunkenness Is associated with a significantly higher prevalence of negative alcohol-related consequences
Some Things They May NOT Know… Newer alcohol products and marketing trends – Alcohol Energy Drinks The industry’s three-point-plan for targeting youth: 1) create brand confusion with nonalcoholic versions 2) provide a cheap alternative to mixing energy drinks with alcohol 3) deploy youth-friendly grassroots and viral marketing
Clarifying Social Norms Definitions and information retrieved from The U.S. Department of Education’s Higher Education Center Social Norms are people’s beliefs, attitudes, and expectations about the behaviors that are considered normal or acceptable in a certain social environment. Students often have exaggerated views of how much their peers use alcohol and other drugs (AOD). These exaggerated views may increase students own AOD use to fit in with what they think is “normal.”
Social Norms Marketing Definitions and information retrieved from The U.S. Department of Education’s Higher Education Center • Social Norms Marketing (SNM) uses commercial advertising techniques to correct the misperceptions of social norms. THIS leads to decreases in the perceived pressure to use AOD. • Instead of identifying problems, SNM messages use statistics and nonjudgmental messages about the MAJORITY of students who do NOT use in order to encourage that behavior in others.
Did You Know… The MAJORITY of High School students in the Lansing area (Clinton, Eaton, and Ingham counties) have reported NOT drinking alcohol in the past month 2007-2008 data collected through the Michigan Profile for Healthy Youth (MIPHY) survey: www.michigan.gov/miphy
www.mostofus.org http://mostofus.org/tools.php
Advocating for change • Advocacy:
Advocating for change Ideas from others: • Facebook – Students against tobacco in movies • CAMY • Alcohol Energy Drinks • National Advocacy Efforts: The Attorneys General of 28 states, Guam, and the District of Columbia wrote to the Alcohol and Tobacco Tax and Trade Bureau requesting that they review the formulation and marketing of alcoholic beverages that contain caffeine and other stimulants. They said, “We believe that alcoholic energy drinks constitute a serious health and safety risk for America’s youth.” As a result of the national push to ban alcohol energy drinks, Anheuser-Busch and Miller-Coors have both agreed to stop adding caffeine and other stimulants to TILT, Bud Extra, and SPARKS. • State-Level Advocacy Efforts – MADD Michigan has taken the lead • Local Advocacy Efforts – What some school districts have done… …Are there any issues here in your school/the Lansing area that you would like to see changed?
What Audience Should YOU Target? The Four Guiding Questions: • Where do your peers get alcohol? • Where do your peers use alcohol? • How and why do your peers get away with using alcohol? • What makes your peers think they want to use alcohol?
What Social Media Are People Using? • Your Peers? • Parents? • Teachers/School Policy Makers? How do we get messages to where they already are… (no need to invent a new technology – use what they’re using!) • Does this mean we should use some “old school” media, too?
Creating Prevention Messages and Social Media We are trying to change rates… …not individuals
Developing Messages: What’s the problem? • It’s an adolescent thing… • We have made it way too easy for your friends to misbehave. • There is an assumption that EVERYBODY’S DOING IT!!
Developing Messages: What’s the problem? • Brain-iologically, what message will work for you and your peers… …scaring you, or focusing on long-term health consequences won’t work. • Many of us adults have made it way too easy for your friends to misbehave… …we let you have it, let you party upstairs, don’t hold you accountable, and don’t always recognize problems or enforce rules already in place. • There is an assumption that EVERYBODY’S DOING IT!! …they aren’t.
Keep in mind… Scaring your friends won’t get you too far Making them think about their decisions MIGHT work Adults need to get the message Everybody isn’t doing it You can say things that we can’t… and people will listen!
Guidelines for Using Social Media • (Main Points from Ken’s thing)
