| Program Goal |
Goal 1
Long term: Decrease the community culture that supports alcohol consumption by underage youth
Short term: Increase base support and opportunities for youth and adult participation in community-wide strategies
Goal 2
Long term: Decrease youth access to alcohol
a. decrease number of older youth providing alcohol
b. decrease number of parents/guardians providing alcohol
c. address availability of alcohol with supermarket home delivery service |
| Communications Goal |
CHANGE THE PARENTING NORM AROUND DRINKING by:
Increasing parent awareness of underage drinking;
Enhancing parent strengths in communicating and involvement with their children
Strengthening parents skills in preventing/responding to youth alcohol use |
Situation Analysis
(challenges and opportunities) |
Parents feel isolated, perplexed, embarrassed, and conflicted – they need the tools and skills to be able to have conversations with their kids about this topic. |
Resources Available
(staff, consultants, budget) |
XYZ Youth Coalition, Peer Leaders, Communications consultant, Communications company, CMCA funding |
Target Audience(s) (primary and secondary) |
Primary: Parents of middle schoolers in XYZ town
Secondary: Parents of high schoolers in XYZ town |
Messages |
- You are not alone in your concern about underage drinking.
- What you do and say can prevent your teen from drinking.
- Talk with your teen. Set rules. Monitor your teen. Stay involved.
|
| Channels |
- Forum for parents on underage drinking (spring 2004)
- Pledge card/mass-mailing with tips for parents, to hang on fridge (January 2005)
- Alcohol-free events list (once a month beginning February 2005)
- Public service announcement (March 2005)
- Banner in town Square (April 2005)
- Posters in businesses (May 2005)
|
| Evaluation Measurements |
Decreased acceptability and tolerance of underage drinking in XYZ town, as measured by a community survey.
Decreased youth access to alcohol, as measured by the Youth Risk Behavior Survey |
