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.
| To create and sustain changes in student beliefs regarding appropriate behavior,
school-based efforts to promote positive norms must be supported and reinforced
by the larger community. This can only happen when the community understands the
nature and seriousness of the problem and is ready to make changes. Media and
public education campaigns can increase community awareness about specific problems
facing local youth, garner community support for prevention efforts, reinforce
school-based programs, and alter community norms. |
Schools can promote positive norms using
a variety of strategies:
Classroom discussion
Newsletters
Bulletin Boards
Posters
Ceremonies
Contests
Other creative options |
School and community campaigns are more likely to achieve success when they do the following:
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
|
Communication Strategies
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 |
