Drinking. Where Are Your Choices Taking You?

A Provincial Media Campaign in OntarioAddressing Dangerous Drinking By Youth

Why Do It?

Ontario Student Drug Use Survey Mandatory Guidelines Central West - Southwest Substance Abuse Prevention Network campaign in 2000. Australian resources Focus of activity across the province

Changes over time- percentage reporting Alcohol Use during the past 12 months

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10

20

30

40

50

60

70

80

1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001

Changes over time - Percentage of students reporting becoming drunk at least once in past 4 weeks

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5

10

15

20

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30

1981 1983 1985 1987 1989 1991 1993 1995 1997 1999 2001

Who Recognizes this problem?

The Ministry of Health Mandatory Guidelines

Local Public Health “Party” programming

Focus Communities and Drug Awareness Week Committees “Party” programming

CAMH Working with local communities across the

province i.e. Virtual Party

Proposed Mandatory Guidelines

To increase the proportion of the adult population who adhere to the Low-Risk Drinking Guidelines To reduce the proportion of youth and young adults who binge drink To increase the number of key influencers who promote compliance with the Low-Risk Drinking Guidelines. To delay the age of first drinking.

Public Health and Focus Communities

Party in the Right Spirit Safe Grad “Virtual Party” Party Smart Party Pack Party Pact Alcohol Liability Parenting programs

Local Public Health

Alcohol Awareness Organizations Supportive of the Campaign

Association of Local Public Health Agencies Ontario Pharmacy Association Council on Drug Abuse Alcohol and Drug Concerns Royal Canadian Mounted Police PAD Drug Education & Support Services Centre for Addiction and Mental Health Alcohol Policy Network - Ontario Public Health Association Association to Reduce Alcohol Promotion in Ontario MADD Can. & OCCID

The VisionAn 8 - year strategy to aggressively address high risk drinking by Ont. youth

Build on strength of local programming Raise profile of alcohol awareness activities across the province Increase awareness of negative consequences of alcohol use beyond drinking and driving Coordinate and focus the diverse efforts of alcohol awareness efforts across the province. Develop messages to support reducing harm

The Eight Year PlanYears 1-2 - Planning

Establish identifier and messages Secure resources Develop and test creative Web-based tool infrastructure Secure channels/vehicles for promotion Secure youth involvement

Years 2-5 and 5-7 Implementation

Launch of campaign in DAW of Year 2Release next OSDUS and initial evaluation results Involvement of youth in contest to develop own messaging on web site Year 3 Continue to focus on role of parents and role models in shaping the patterns of alcohol useRoll-out of youth messaging Year 4 Plan for normative approach (Year 4 & 5) with launch of normative creative in 5th and sixth year

Years 7&8

Evaluation of campaign Results published

Let’s look at the Australian Resources

Australian Campaign Materials

Two Television Commercials Two Magazine Ads for youth magazines One Magazine Ad for parent magazine One ad for parents in newspaper One ad for doctors Pamphlets for parents Web site and youth card

Youth Magazine Ads

Newspaper Ads

Strengths of Australian Resources

High Quality Mass Media products with good clear core message Integrated materials with flexibility in shaping secondary messages Translated into 14 languages (not French) Respectful of youth - recognizes they have “choices” and focuses on negative consequences rather than numbers game

Current Status of the Ontario Campaign?

Have a working title – YMCOHave over 50 groups involved Have developed a feasability plan, a logic model and a proposal for fundingHave an Advisory Committee and three sub-committees- 1. Youth & Partying, 2. Parents, and 3.PolicyWill launch a web-based tool for Drug Awareness Week linked with “Virtual Party”Have 4 students working from two organizations

Level of Commitment

Alcohol & Drug Concerns Inc. and the Association of Local Public Health Agencies are Co-Chairs and have committed time, moneyAOD Cluster groups have committed time and resourcesCAMH has committed time and moneyLocal PH agencies have committed time and resourcesOther agencies (OCCID. MADD Can.) have committed time and resources

YMCO Campaign Planning

Advisory meets every two monthsPartnership meets biannuallyPlanning web site http://www.concerns.ca/YMCO

Virtual Party web site http://www.virtual-party.org/