Status Update: Just Say KNOW
The Power of KNOW campaign in Revere, Massachusetts, has long engaged parents in the effort to prevent teen drinking. But a new effort launched this fall calls on the youth themselves to get involved.
Thirty high school students were trained in using social marketing strategies to promote positive behavior change. Ten participants from the workshop are now working with EDC and the Revere CARES (Community Awareness, Resources and Education to Sustain a healthier community) coalition as a creative team to develop the campaign aimed at 9th and 10th graders.
This student-led effort will include traditional methods, such as skits and posters, and possibly use social media like a Facebook page, mobile phone application or You Tube video contest. High school students will also train middle school students to create their own campaign about staying alcohol and drug free.
“The concept of social marketing builds from commercial advertising, but instead of selling a product, the goal is to change a behavior,” says EDC’s Diane Barry. “We are having the teens use the concept to develop a campaign to reach the kids not normally reached by prevention campaigns.”
Since 2002, the Power of KNOW campaign has engaged parents in the effort to keep teens from drinking. The program, funded by the Massachusetts General Hospital Center for Community Health Improvement, has high rates of awareness and credibility among Revere parents. The new campaign for teens builds on this earlier work.