MAKING THE FRONT PAGEM NG ON G

Ni l D l MPHNicole Daley, MPHDirector, Start Strong Initiative

Boston Public Health Commission

Start Strong Initiativeg

Robert Wood Johnson Foundation Initiative in Robert Wood Johnson Foundation Initiative in collaboration with the Blue Shield of California Foundation

To promote development of healthy relationships and prevent adolescent dating abuse of 11- to 14-year-olds through

1. Educating youth in schools and in out-of-school settings. 2. Educating and engaging teen influencers to support these

youth 3. Changing policies and environmental factors 4. Implementing communications strategies and social

marketing

Start Strong Peer Leadersg

20 older teen influencers

Placed in community centers in Boston neighborhoods

Target Audience Youth ages 11 14 Target Audience: Youth ages 11-14

Workshops: healthy relationship promotion and teen dating violence prevention, mediap ,

“Pop culture” is real culturePop culture is real culture

Pop culture through the ages…p g g

Evolution

The “magic formula” is…g

A li d E lApplied Examples

Seizing an opportunity

Know what’s making newsg

Move at their speedp

News stories, particularly News stories, particularly on violence, cycle quickly so we moved quickly to q ycapture the data

Recognized our strengths g gas an organization.

Capitalized on the sensation to create a teachable moment.

Chris Brown and Rihanna Surveyy

In public health, information dissemination is not In public health, information dissemination is not sufficient.

What made Chris Brown/Rihanna survey matter What made Chris Brown/Rihanna survey matter Current Kids were talking about already Kids were talking about already Relevant to their lives Surprising to adults, who then talked to teensp g ,

Survey Findings

46% said 51% said Chris 52% said both 46% said Rihanna was

responsible for the incident

51% said Chris Brown was

responsible for the incident

52% said both individuals were to blame for the

incident

52% said the media were

35% said the media were

44% said fighting was amedia were

treating Chris Brown unfairly

media were treating Rihanna

unfairly

fighting was a normal part of a relationship

71% said arguing was a normal part of a relationship

Boston Teens Misguided, Blame Rihanna for her Attack NYTimes NYTimes

O’Reilly Factor O Reilly Factor

J d J d Judge Judy

Boston Globe

SunTimes (India)

A li d E lApplied Examples

Creating Media Opportunities

AAP ADVOCATES FOR SAFER MEDIA AND MUSIC LYRICS

“On average, American youth listen to music from 1.5 to 2.5 hours per day, and an analysis of at-risk youth revealed they listen up to 6.8 hours per day. Studies have y y y p 6 8 p y Sshown that a preference for certain types of music or music videos with explicit references to drugs, sex or violence can be associated with negative effects on schoolwork, behavior and emotions. Heavy metal and hard rock music have also been

i t d ith i d i id l i k d i d d li t b h i ”associated with increased suicidal risk, depression and delinquent behavior.”

It’s in the packagingp g g

Even if we know we have an important public health th di i ’t l i t t dmessage the media isn’t always interested.

Always need a hookAlways need a hook

Be a credible messengerg

Top 10 Healthy and Unhealthy Relationship SongTop 10 Healthy and Unhealthy Relationship Song List

Tool designed by teens and Start Strong staff

The message included quotes from teens aboutThe message included quotes from teens about the issue.

Message disseminated at a popular time ofMessage disseminated at a popular time of year

Grammy nomination announcement dayValentine’s Day

Top 10 Healthy Songs 2011Song Title Artist ScoreSong Title Artist ScoreI Won't Let Go Rascal Flatts 40God Gave Me You Blake Shelton 38Stereo Heart Gym Class Heroes feat. Adam Levine 35I Love You This Big Scotty McCreery 33You Make Me Feel Cobra Star Ship feat Sabi 31You Make Me Feel Cobra Star Ship feat. Sabi 31Sure Thing Miguel 30Honey Bee Blake Shelton 30Just a Kiss Lady Antebellum 30I Do Colbie Caillat 28Are You Gonna Kiss Me Or Not Thompson Square 26

Top 10 Unhealthy Songs 2011Song Title Artist ScoreMarvin's Room Drake 33What the Hell Avril Lavigne 30

Are You Gonna Kiss Me Or Not Thompson Square 26

Backseat New Boyz feat. The Cataracs and Dev 30Down on Me Jeremih feat. 50 Cent 28Moves Like Jagger Maroon 5 feat. Christina Aguilera 25Bow Chicka Wow Wow Mike Posner feat. Lil Wayne 24Nothing The Script 23Give Me Everything Pitbull feat. Ne-Yo, Afro Jack, & Nayer 22Workout J. Cole 19Judas Lady Gaga 18

A li d E lApplied Examples

Connect to a Salient Issue

The “Face-to-Face” breakupp

Be innovative (and take risks)( ) Brought together over 200 teens from all over the City of Boston tofrom all over the City of Boston to discuss engaging in healthy break ups.

D f W k hDay of Workshops

Designed as a summit and not a gtraining

Designed to encourage conflictDesigned to encourage conflict resolution

Thi ’ th i h tiThis year’s theme is on cheating. (new hook)

Public Health Message

It is possible to engage in p g grespectful break-ups

Important to useImportant to use communication and to think about the vehicle for communication

Face-to-face vs social networking g

U R Breaking-Up?!

Breakup Summit p

________ is no longer listed as “in a relationship”

Final Tipsp

Involve creative people Involve creative people

Recognize it is about luck Recognize it is about luck

B ild l i hi d b ll i l Build relationships and be collegial

Seek out opportunities while waiting for ones to arise

Media Hits

Boston Teens Release Top 10 Healthy/Unhealthy Relationship Songs for 2011P hPatch.comhttp://southend.patch.com/articles/boston-teens-release-top-10-healthy-unhealthy-relationship-songs-for-2011-3011d366

B Gl b PiBoston Globe Piecehttp://www.boston.com/lifestyle/health/gallery/healthy_unhealthy_songs/

Daily Callerh //d il ll /2012/02/15/ i i l 10 h l hihttp://dailycaller.com/2012/02/15/group-against-teen-violence-rates-top-10-unhealthiest-songs-in-2011/

Fox25 Coverageh // f b /d / i / h l h 20120213http://www.myfoxboston.com/dpp/morning/unhealthy-songs-20120213

The New York Times Magazine: “Teaching Kids How to Break Up Nicely” by Benoit Denizet-Lewis, August 3, 2011http://www.nytimes.com/2011/08/07/magazine/teaching-kids-how-to-break-up-nicely.html? r=2&smid=tw-nytmag&seid=auto

Th k Y !Thank You!ndaley@bphc orgndaley@bphc.org