KENT COUNTY One Regions Social Marketing Approach to Reducing - - PowerPoint PPT Presentation

One Region’s Social Marketing Approach to Reducing Underage Substance Use

ABOVE THE INFLUENCE- KENT COUNTY

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

http://www.youtube.com/watch?v=SEZM6nUhKW8

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

Community Youth are impacted by all of us! The greater the synergy, the more dynamic the impact!

Faith Communities Schools/ Education Sector Social Services Tribal/Ethnic Organizations Health-based entities Community Wellness Programs Media Government/ Elected Officials Law Enforcement Parents Youth-serving nonprofits OTHER YOUTH

Casting a Collaborative Vision

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 –

2nd 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

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!

Conducting a Coalition Analysis

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

Science of the Positive Model

Developing the Plan 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

 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

ATI-Kent County Implementation

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

View ATI-Kent County Movie @: http://www.vimeo.com/21462454

3 minutes 40 seconds 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

• wnership 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

• rganizations – they can be your “secret

weapon”.

Relationship! Relationship! Relationship! Think beyond the social marketing project to

• verall 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!