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Sometimes the best Preventionist struggle to answer the question, “What is prevention?” In the world of drug prevention, there is a gap between what we know works, and what actually happens in many prevention organizations. This high-energy workshop will challenge you to think differently and will help you to remember that information dissemination simply tries to change what people KNOW, while effective prevention works to change what people DO. Come find out if your organization knows how to tell the right story, how to be positive, how to message appropriately with youth, and how to harness information in appropriate and productive ways.
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lead
ARE YOU REALLY!DOING!
EFFECTIVE PREVENTION?Facilitated By: Andy Duran, Executive Director Linking Efforts Against Drugs (LEAD) SpeakUP! Prevention Coalition Lake Forest, IL
EG ADVIL
Do We Show Pictures of This?
“Think Differently
What is Prevention?
What is!Prevention?
What is Prevention?What is Prevention?
Everybody Clap Your Hands
Part of a Continuum
Prevention as an Ongoing Process
Individual Prevention vs. Environmental Prevention
! . Information dissemination - pushing out information to create awareness about a
community issue, problem or invitation to get involved is readily accomplished via social media
. Education - depending on how this is done it could be a push or a pull strategy. Social learning puts the individual in the center, making our ability to get noticed and engage people even more important than ever before
. Alternatives - this strategy is often focused on alternative activities in for specific populations e.g., youth. Social media provides an alternative enabling sharing our thoughts, ideas, experiences, products, artifacts and intentions so it becomes a kind of alternative.
. Problem ID & Referral - when we see a problem we have a unique opportunity to provide support helping people find what they need. A good many social media offer a way to get or give help.
. Community-based Process - coalitions and providers are often engaged in the process of helping community members engage to envision a better future and a path for getting there. Social media is a way to engage, learn, share, produce and create change.
. Environmental strategies - policy strategies and social media can play a role in influencing these strategies from documenting rallies in real time to sharing day-to-day conversations about these strategies as they develop.
6 CSAP Strategies
Individual Prevention vs. Environmental Prevention
Individual
Individual Prevention vs. Environmental Prevention
Environmental
Clear, No Use MessageClear, No Use Message
vs.
Promotes Healthy Lifestyle Choices
If we focus on the problem, the problem becomes bigger!
Teen in Recovery vs.
Teen Not in Recovery
If we focus on the solution, the solution becomes bigger!
Focus On the Upside
CHANGE
CHANGE Didn’t think you were serious Comfortable Didn’t want to! Know who I’m sitting with Didn’t want to leave stuff behind Didn’t know why or how
Beneficial vs. Powerful
Beneficial vs. Powerful
WE WANT !BEHAVIOR CHANGE
not short term impact
Beneficial vs. Powerful
Information Needs to be Relevant!
$3,650
All drug prevention efforts mean well, but not all of them do well!
Scare tactics can backfire, and they often do!
Why don’t
scare tactic
s work?
Reason #1: People are hardwired to defend against negative messaging
Why don’t
scare tactic
s work?
Reason #2: Youth filter information differently than adults.
Why don’t
scare tactic
s work?
Reason #3: High risk groups can be more attracted to risky behavior.
Why don’t
scare tactic
s work?
Reason #4: Strong warnings can send unintended messages.
Why don’t
scare tactic
s work?
Reason #5: Teens know that catastrophic consequences rarely happen.
INFORMATION HAS LIMITS
Information / Education
“
Information Needs to be Relevant!
Information Needs to be Accurate!
Dependency
Addiction
Effective Environmental Strategies
CAMP!!
Community Norms !
Access or availability !
Media !
Policies / enforcement
Golden Rule
Leave CAMP better than when you found it!
Effective Messaging with Youth
Effective Messaging with Youth
What’s cool NOW!!
vs.!!
What’s cool later
Sample Strategies
You ain’t NEVER going to find me on that
Interweb!” !
- Grandma, 2006
“
IT’S NOT ENOUGH JUST TO !BE PRESENT!
“It’s just now reached such a critical mass, it’s too hard to ignore. !You don’t want to be “that guy” or “that brand” who refused to adapt to change and loses touch with reality.” !Julia Roy Senior Manager, New Media Coach, Inc. http://juliaroy.com
Social media is the same today as it was yesterday.
80% of marketers incorrectly begin with tactics instead of mission.!!
- eMarketer Report
LET’S GET STARTED!MISSION
OVERALL GOALS
DEPARTMENT GOALS
SOCIAL MEDIA GOALS
SOCIAL MEDIA TACTICS
METRICS
Start Here
Not Here
SOCIAL MEDIA LOGIC MODEL
Mission
Why are we doing this?
Goal
Goal
Goal
What do we want to accomplish? Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
How will we achieve our goals?
SOCIAL MEDIA
IMPACTS!OUR YOUNG PEOPLE & OUR COMMUNITY.
At the President's urging and by his example, the entire Federal Government has bounded into the world of social-networking. Twenty-five agencies now have YouTube channels. The Library of Congress has begun posting thousands of historical photos on Flickr. In one week alone back in 2009, about thirty agencies, including the White House, have joined Facebook.!- Time, May 2009““ If you want a sense of where the world's media habits are
headed, it makes sense to watch what kids are doing." !!
Media in the Lives of 8-18 Year-Olds Kaiser Family Foundation
January 2010
P.S.MORE THAN HALF OF THE HUMAN RACE
IS UNDER THE AGE OF 30.
THEY’VE NEVER KNOWN LIFE WITHOUT
THE INTERNET.
95%Percentage of American teens that use the Internet.
74%Access on Mobile
78%Percent of American teens that own a cell phone.
47%Smartphones
Tablets & Smart Phones
0
12.5
25
37.5
50
Smart Phones Tablets
2013 2011
2013
2011 2013
201147% 23% 23% 11%
FacGrowing Rapidly Dominant but
Slowed
0
25
50
75
100
2011 2012
Twitter Instagram Facebook
Take a negative story
insert yourself into it
CHANGE THE STORY to make it your own
Take a negative story
insert yourself into it
CHANGE THE STORY to make it your own
Use THEIR WORDS to tell YOUR STORY!
Relevant & Accurate Information - Here’s An Example
2.5 oz. every 14 days 183 joints OR 13 / day
Restricted medical conditions chronic pain, headaches, eczema, writers cramp
A person shall not drive under the influence of...
no field testing mechanism, marijuana is the identified
drug in 14% of fatal crashes
18 year olds can receive a medical marijuana certification
you must be 21 to drink, but only 18 to smoke marijuana?
22 cultivation centers 60 dispensaries
do you want your home next to a dispensary?
Here’s What they Say Here’s What they Mean
Facebook Page Tips to Help
You !
Not Look Like A
Fool!
Know the Difference — Personal vs. Business
Business Page Benefits
Pages are Public Install Apps and Tabs Run Ads, Contests, Promotions Insights and Analytics Multiple Admins and Roles
PLUS - Facebook Says “No!”
Be Relevant!
Unnamed Company
Don’t go MIA
What?!
Not All Your Fans will See Your Posts!
80Posts with 80 characters
or less receive 23% higher engagement. Problem is 75% of Facebook posts
have more than 80 characters
48%The most effective calls to
action on Facebook include like, caption this, share, yes/no, etc. These
receive 48% more engagement.
7x
Posts that ask for shares have a share rate of 7x higher than those that
don’t.
WIN
Posts that use the words “winner” and “win” get a 68% higher engagement
rate.
+100%
Posts that have a question at the end have a 2x
higher comment rate.
“ LISTEN
CHANGE
ENGAGE
Know the Rules!
No Vegas hotel could be worth this wait. Over an hour to checkin at the Aria. #fail
Aria - Las Vegas
Sorry about your bad experience. Hope the rest of your stay in Vegas goes well.
Aria - Las Vegas
Mistake Almost!Everyone Makes!
on Twitter
@LEADLFLB is awesome! Check them out: http://www.leadingefforts.org #DrugPrevention #Truth
Mistake Almost!Everyone Makes!
on Twitter
@LEADLFLB is awesome! Check them out: http://www.leadingefforts.org #DrugPrevention #Truth
The Right Way to!Tweet for the!
Right Audience
“Start a
CONVERSATION...
... then change it!
Impact PlanWhat’s Next
IADDA 2014 !
ARE YOU REALLY DOING EFFECTIVE PREVENTION?
ANDY DURAN [email protected] !LEAD & SPEAKUP! http://www.leadingefforts.org http://www.speakupcoalition.org !f: fb.me/leadingefforts t: @LEADLFLB
