MAI New Grantee Meeting December 8-10, 2015 Bethesda, MD

Transcription

1 Strategic Prevention Framework Environmental Strategies MSI CBOFY2015 Tracy Johnson Director for Training & Technical Assistance SheRay s & Associates, LLC MAI New Grantee Meeting December 8-10, 2015 Bethesda, MD 1

2 Environmental Strategies SP F 2

3 Environmental Strategies Defined Establishes or changes campus or community standards, codes, and attitudes and thus influences incidence and prevalence of substance abuse, HIV testing, and hepatitis screening. Approaches can center on legal and regulatory issues or can relate to service and action-oriented initiatives. 3 3

4 Environmental Factors Assisting with policy changes on campus such as the dry campus policy influencing change on the number of alcoholic advertisements available to students on campus providing TA to communities to maximize information on positive effects of condom use modification of practices of advertising alcohol, tobacco abuse and safe sex 4 4

5 Types of Environmental Strategies Policy Enforcement Education Communication Collaboration Advocacy 5

6 Examples of MSI CBO Environmental Strategies Taxes Keg registrations Restrictions on happy hours Minimum purchase age Social norms campaigns Bans on use in certain places Restrictions on advertising BAC limits Warning labels Compliance checks 6

7 Benefits of Environmental Strategies Broader reach and efficiency Once achieved, changes tend to be sustained Process yields external benefits, builds capacity Favorable evaluation/research results Ease of maintenance and costeffectiveness 7

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10 Community Norms 10

11 What are Norms? Informal rules that groups adopt to regulate group members behavior Sanctions exist to punish those who do not comply We can identify norms when they are violated: Wait for your turn Remain quiet on the bus Maintain interpersonal distance Assume a somber demeanor during a funeral How do norms form and what happens when these norms are broken? 11

12 NORMS and VALUES Culture has strong norms and values as a foundation Norms of Improvement Norms of Collegiality Norms of Caring Norms of group and individual trust 12

13 Know your Target Audience Cultural Norms Underlying Motivation Aspirations Group Dynamics Joined Goals 13

14 Alternative Activities to Norm Races/Competitions Sporting Events Parties/Social Events Holiday Events and Celebrations 14

15 Access & Availability 15

16 Strategies for Issues of Access Public Condom distribution targeting HIV-- positive persons and persons at highest risk HIV testing in non-- clinical settings to identify undiagnosed HIV Infection Compliance Checks Banning Home Delivery Minimum Age of Seller Institutional Condoms avail in non traditional locations Safe Sex education training Server Training Incentives for utilizing safe sex strategies Posting Warning Signs 16

17 Strategies for Issues of Access Alter access to substance abuse and HIV related health systems or services including: parent or family education, court services, after school or workplace programs, etc. Changing the physical design or structure of the environment to reduce risk or enhance protection such as regulating sales or restricting consumption in public places or events, placement of drug related products, paraphernalia, sexually transmitted disease protective products, etc. 17

18 Access Outcomes STI decrease Increase in condom distribution Fewer outlets selling to underage Fewer 18 to 20 year-olds providing for younger teens Drinking trends down among yearolds DUI and disorderly conduct arrests down 18

19 Media and Social Norms

20 Media and Communication Media and other communication strategies help change and/or reinforce community norms 20

21 Prevention Strategies of Media Media Literacy Media Advocacy Social Marketing Social Media Campaign 21

22 Media Literacy Instills in audience what to look for, what to ask, and how to question the media Instructs on how to be selective, critical viewers who make informed choices, and evaluate media s impact 22

23 Breaking down Media Messages Who is the author and what is the purpose of the message? What techniques are used to attract your attention? What lifestyles, values, and points of view are represented? How might different people interpret the message differently? What is omitted from this message? 23

24 Media Advocacy Strategic use of media as a resource for advancing a social or public policy initiative Specific tools exist for advocating for social initiatives using media 24

25 Social Marketing Applying (commercial) marketing techniques to social issues in order to create behavior change Consumer-driven: The targeted group is the focus for all steps of a social marketing campaign 25

26 Effective Media Messages Are based on fact Focus on immediate consequences Clearly state the desired behavior and its benefits Use positive emotional appeals and/or humor Appeal to logic and reason Show desired behavior 26

27 Who is the Focus Audience for these ads? Product (goal)? Promotion (Message)? Price (cost)? Place (Channel)? Source- 27

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29 Scare Tactics: Do They Really Work? What: Using fear/or disgust for the purpose of improved welfare Why: Try to scare the health into them Rationale: Making people see the negative effects will cause a positive change in behavior Reality Check: Good intentions don t always equal good science. (Research on the impact and outcomes are often lacking, or some show negative effects.) 29

30 Perceived vs. Actual Norm We are frequently influenced by what we think our peers believe or do (the perceived norm) rather than their real beliefs or actions (the actual norm) Misguided perceptions lead to misguided reality By presenting correct information about peer group norms, individuals are given permission to act consistently with their underlying values and beliefs 30

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32 The Social Media Campaigns Using social media to improve reach of health messages; increase access to your content; further participation with audiences; and advance transparency to improve health communication efforts

33 Social Media Tools Buttons and Badges Image Sharing Content Syndication RSS Feeds Podcasts Online Video Sharing Widgets ecards Electronic Games Mobile Health Micro blogs Blogs Social Networking Sites Virtual Worlds 33

34 Media and Social Norms

35 Policy/Regulations Rules that govern behavior: They may be instituted by governments, public agencies (e.g., school systems) or private organizations (e.g., HMOs, convenience stores) Am I allowed to do this? They control availability, support norms, and specify sanctions for violations 35

36 Factors Influencing Policy Enactment Public opinion Media coverage Leadership support Grassroots support 36

37 Community based Policy Examples Disincentives such as citations, fines, penalties, loss of privileges, random drug testing Modify or change policies including formal changes in written procedures, proclamations, rules or laws such as drug free zones, prescription drug monitoring, criminal penalties or sanctions, appropriate and consistent law enforcement and judicial actions, workplace policies, etc. Taxes Underage drinking laws Driving while intoxicated (DWI) laws Restrictions on advertising and billboard placement Restrictions on smoking in public places or private entities Open container laws 37

38 College & University Policy Examples Establish/strengthen penalties for possession or intoxication on campus property or at school-related events Establish/strengthen policies related to alcohol use and possession on campus property and at campus-sponsored events Revise/strengthen penalties for violation of campus alcohol policies, including: - Disciplinary sanctions on campus (such as participation in an alcohol education program, impact on student record, contacting of parents/guardians) - Contacting law enforcement for violations that are illegal Require ID checks at all campus events where alcohol is available 38

39 Enforcement Policies without enforcement = no change Sobriety checkpoints Compliance checks Steps detailed in policy for noncompliance Publicize laws and penalties Increase building inspections Post signs to notify about surveillance (in stores on roadways, etc) Citizen patrols 39

40 COLLABORATION Research shows that environmental strategies are most effective when done in collaboration with many sectors of the community: 1. Parents 2. Teachers and school administrators 3. Police and other municipal agencies 4. Business groups 5. Local policymakers 6. Colleges 7. Community based organizations/groups 8. Health and human services agencies 40

41 PIRE NATL ALC POL TRAINING 41

42 How to use environmental strategies in your community 42

43 ISSUE: Lack of Awareness In your community, the belief exists among youth that unprotected sex and drinking is very common among their peers Strategy: Work to create a health-promoting environment through a social norms marketing campaign 43

44 ISSUE: Unhealthy Community Norm In your community, parents believe that drinking is a normal part of the adolescent experience Strategy: Work to educate parents about the law against providing alcohol to minors and commit to enforcing it. 44

45 ISSUE: Weak or Non-Existent Policy Bars, restaurants and liquor outlets use aggressive promotions to target underage drinkers Strategy: Work to develop, implement and enforce policies that restrict marketing and promotion of alcoholic beverages 45

46 ISSUE: Weak Enforcement Liquor stores in your community sell alcohol to minors Strategy: Work to strengthen law enforcement (compliance checks) or strengthen the law itself (increase fines, mandatory server/seller training) 46

47 Why Use the SPF? Effective capacity building process Required by SAMHSA and used by many others Gives a roadmap based on research, data, and evidence Decisions can be evaluated through data-driven measurement 47

48 Resources Community Alcohol Survey The Face Project: SAMHSA Online Environmental Strategies Course: m Social Marketing Social Norm Campaign ofus.asp 48

49 Questions & Discussion 49