Are You Really Doing Effective Prevention - from IADDA Conference 2014

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 aduran@leadingefforts.org !LEAD & SPEAKUP! http://www.leadingefforts.org http://www.speakupcoalition.org !f: fb.me/leadingefforts t: @LEADLFLB

www.leadingefforts.org/iadda