Present messages that appeal to young people's motives for using substances or behaving violently
Correct students' misperceptions about the pervasiveness of drug- and violence-related behaviors
Tailor messages to the specific target audience and put them where young people are likely to see and hear them
Avoid the use of authority figures, admonishments, and scare tactics
Publicize your program at school board meetings, parent/teacher nights, town meetings, workshops, etc.
Send letters to the editor, press releases, and stories to school and local newspapers
Conduct interviews on radio and local cable stations (making sure not to overlook your in-school cable station!)
Distribute appealing media (e.g., videos, posters) to publicize issues
Sponsor alcohol-free events, such as school dances and family picnics
| • | Strategy 5: Influencing School and Community Norms Related to Substance Use and Violence | ||||
A critical part of any prevention initiative is the creation and reinforcement of a set of anti-drug and anti-violence messages within the school setting. One way to do this is through establishing, communicating, and reinforcing positive norms -- clear and consistent social messages that substance use and violence are harmful, unacceptable, and illegal. The most effective communication campaigns are those that correct students' beliefs about the prevalence of substance use and violence among young people. For example, research indicates that many students overestimate the number of young people who use drugs, and are surprised to learn that most of their peers do not actually engage in such behaviors.
School and community campaigns are more likely to achieve success when they do the following:
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