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Public Information Campaigns to Reduce Teen Drinking in Camden County
Authors: Breanne Herrin
Using data collected in a spring 2014 service-learning project, students in the Public Communications class worked with Camden Community Alliance and Resources to develop youth and adult “social norms” campaigns. The youth social norms campaign focused on encouraging high school students not to drink. Students worked with two focus groups of students to present various campaign options. Using focus group feedback, the two campaigns selected were those developed by the students. The adult social norms campaign encouraged parents to talk to their children about drinking and to reduce the proportion of parents who believe that “social hosting” is acceptable. Students were asked to work with an adult focus group to select from a variety of campaign options, including a campaign developed by the students. The focus group preferred the student-created campaign. College of Coastal Georgia students prepared a strategic marketing plan and materials to carry out the youth social norms campaign plan including: the creation of campaigns to focus on both fear and positive activities without alcohol for area youth. Students created billboard and visual display designs, a website for posting “healthyselfie” photos, news releases, and public service announcements for radio. The project will be evaluated by the Georgia Department of Behavioral Health and Developmental Disabilities, which funded the project for CCAR. For the adult social norms campaign, CCGA students prepared a strategic marketing plan and material to carry out that plan including: a campaign theme, “Under YOUR Influence,” design of billboards and other materials for visual displays, news releases, a Power Point presentation for civic groups, and public service announcements for radio. The Georgia Department of Behavioral Health and Developmental Disabilities, which funded the project, will evaluate outcomes.