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Be the Future U" Youth Social Marketing Campaign

Presentation on the "Be the Future U" campaign aimed at preventing substance abuse among Hispanic and Black middle school youth and increasing the average age of first alcohol use. The campaign targets youth, caregivers, and teachers in nine communities with high Hispanic and/or Black populations. The approach includes a "Circle of Support" for youth, parent-child communication prompts, school and community posters, YouTube and Facebook ads, and a toolkit for teachers. The campaign also includes prevention programs and opioid overdose prevention efforts.

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Be the Future U" Youth Social Marketing Campaign

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  1. Massachusetts Department of Public Health Public Health Council Meeting April 11, 2012

  2. “Be the Future U” Youth Social Marketing Campaign Presented to the Public Health Council April 11, 2012 Michael Botticelli - Director Stefano Keel - Director of Prevention

  3. * * * First Use of Alcohol before Age 13, a Comparison of MA and National YRBS Results • * * Indicates significance at the 95% level Source: CDC. YRBS (High School) 1995-2009

  4. Smoked Whole Cigarette Before Age 13 Among High School Students Source: Massachusetts Department of Public Health. Middle School Youth Health Survey, 1995-2009

  5. Lifetime and Current Cigarette Use Among Middle School Students Source: Massachusetts Department of Public Health. Middle School Youth Health Survey, 2002-2009

  6. Past Month Use of Alcohol, Binge Alcohol, and Marijuana in Middle School Students Source: Massachusetts Department of Public Health. Middle School Youth Health Survey, 2004-2009

  7. Massachusetts Lifetime and Current Alcohol Use Ratesfor Middle School with Different Accessibilities to Alcohol, 2009 Alcohol Use Rates and Accessibility Source: Massachusetts Department of Public Health. Middle School Youth Health Survey, 2009

  8. Massachusetts Ease of Access to AlcoholFrom 2004-2009 for High School Youth Alcohol Access in Massachusetts Source: Massachusetts Department of Public Health. High School Youth Health Survey, 2004-2009

  9. Racial/Ethnic Disparities • Hispanic and Blackmiddle school students have higher lifetime rates of alcohol and cigarette use than other ethnicities. Source: Massachusetts Department of Public Health. Youth Health Survey, 2009

  10. Racial/Ethnic Disparities • Hispanic and Black middle school students are more likely to think that their peers are using alcohol, cigarettes, and marijuana. Source: Massachusetts Department of Public Health. Youth Health Survey, 2009

  11. The Goal A Social Marketing Campaign to: • Prevent substance abuse before it occurs among Hispanic and Black middle school youth and • Increase the average age that youth first use alcohol.

  12. The Campaign • Primary Target: Black and Hispanic middle school-aged youth • Secondary: Caregivers and teachers • Geography: 27 schools in cities/towns with a high percentage of Hispanic and/or Black population: • Springfield, Worcester, Lynn, Brockton, Randolph, Cambridge, Lawrence, Chelsea, and New Bedford

  13. The Approach • Create a “Circle of Support” for youth • Parents, Schools and Community • Reach youth where they are with positive behavior modeling messages • School & community posters, YouTube channel, Facebook and YouTube ads

  14. The Approach to Caregivers • Prompt parent-child communication • People Magazine Wrap with 3 pages of tips on effective prevention; and • Link to order Strengthening Families DVD, based on a science-based program that is done as a family

  15. Reaching the Caregivers • People Magazine edition is delivered at no charge for 8 weeks to: • Hair salons • Health centers • Pediatricians’ offices in the 9 communities

  16. School Poster - English

  17. School Poster - Spanish

  18. YouTube Interactive Video TBA:http://www.youtube.com/bethefutureU

  19. Toolkit & Survey in Schools • A Toolkit for Teachers is given to each 7th and 8th grade teacher in the 9 communities to support the message for youth. • An expanded Youth Health Survey is given once a year to assess the campaign and provide insights for the coming school year.

  20. Other Major BSAS Prevention Initiatives • Prevention programs – 31 programs focused on evidence-based approaches to prevent substance abuse, among all age groups, but particularly among youth. • Opioid Overdose Prevention Efforts -15 programs focused on implementing a variety of evidence-based opioid overdose prevention strategies. • Town Hall Meeting Initiative – Together with federal partners, BSAS is offering support for over 50 Town Hall Meetings. Seewww.stopalcoholabuse.gov/townhallmeetings for locations.

  21. Comments and Questions • Thoughts on the approach • Possibilities for expansion • Future goals

  22. Massachusetts Department of Public Health Public Health Council Meeting April 11, 2012

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