Lansing School District Student Summit

LANSING SCHOOL DISTRICT STUDENT SUMMIT

Introductions

3 Truths and a LieStep 1:On your index card write down 3 things about

yourself that are true and 1 that is false.

Step 2: Count off into groups

Why a Social Media Campaign?

Why a Social Media Campaign? To educate people

What don’t people ALREADY know about underage drinking?

Teach others what can be done about the problem

Clarify what people believe is “normal” Social norms marketing

Advocate for change

Using Social Media for Education

What do YOU know about underage drinking?

What Everyone Probably Already Knows…











Using Social Media for Education

Do your peers all know this? Do your parents? Do your teachers/school policy makers?

Some Things They May NOT Know…

New Brain Research – According to an American Medical Association report:

“Our brains go through important transformations during adolescence.”

Studies show “that alcohol use during the adolescent years is associated with damage to memory and learning capabilities as well as to the decision-making and reasoning areas in the brain.“

“Frontal lobe development and the refinement of pathways and connections continue until age 16, and a high rate of energy is used as the brain matures until age 20. Damage from alcohol at this time can be long-term and irreversible.”

http://www.drugfree.org/teenbrain/science/index.html

Some Things They May NOT Know…The legal consequences for parents (not just

youth) For Parents:

It is illegal to provide alcohol to minors, even in their own home (*Fines are up to $1000 and/or up to 60 days in jail and possible community service)

It is illegal to provide a fake ID to anyone under 21 They are legally responsible for anything that might

happen to a minor who has been served alcohol in their home

They may be subject to criminal prosecution and fines If they furnish alcohol to a minor, they may be liable

for monetary damages caused by that individual

http://www.drugfreeactionalliance.org/pwh.php

Do you know what the legal consequences are for underage drinking?

Do you know what the legal consequences are for underage drinking? Fine $100 If you are under 18, your parents will be

notified May receive court imposed requirements for

education, screening, assessment, treatment, and/or community service

Upon successful completion of requirements, the court may declare “no conviction” so that there is not a misdemeanor record

Entered into a statewide tracking system with the Secretary of State


Newer alcohol products and marketing trends – Alcohol Energy Drinks

A 2008 Wake Forest University School of Medicine study concluded energy drinks premixed with alcohol: Reduce participants’ perception of level of

intoxication Is associated with increased heavy drinking and

more episodes of weekly drunkenness Is associated with a significantly higher

prevalence of negative alcohol-related consequences


Newer alcohol products and marketing trends – Alcohol Energy Drinks

The industry’s three-point-plan for targeting youth:

1) create brand confusion with nonalcoholic versions

2) provide a cheap alternative to mixing energy drinks with alcohol

3) deploy youth-friendly grassroots and viral marketing

Brand Confusion Which Contain Alcohol?

Brand Confusion Which Contain Alcohol?

Clarifying Social Norms

Social Norms are people’s beliefs, attitudes, and expectations about the behaviors that are considered normal or acceptable in a certain social environment.

Students often have exaggerated views of how much their peers use alcohol and other drugs (AOD).

These exaggerated views may increase students own AOD use to fit in with what they think is “normal.” Definitions and information retrieved from The U.S.

Department of Education’s Higher Education Center

Social Norms Marketing

Social Norms Marketing (SNM) uses commercial advertising techniques to correct the misperceptions of social norms. THIS leads to decreases in the perceived pressure to use AOD.

Instead of identifying problems, SNM messages use statistics and nonjudgmental messages about the MAJORITY of students who do NOT use in order to encourage that behavior in others.

Definitions and information retrieved from The U.S. Department of Education’s Higher Education Center

Did You Know…

The MAJORITY of High School students in the Lansing area (Clinton, Eaton, and Ingham counties) have reported NOT drinking alcohol in the past month

Clinton Eaton Ingham

% NOT drinking in

past 30 days

70.8% 66.9% 75.7%

2007-2008 data collected through the Michigan Profile for Healthy Youth (MIPHY) survey: www.michigan.gov/miphy

What do YOUR peers say?

www.mostofus.org

http://mostofus.org/tools.php

Advocating for change

Advocacy:

Advocating for change

Ideas from others: Facebook – Students against tobacco in movies CAMY Alcohol Energy Drinks

National Advocacy Efforts: The Attorneys General of 28 states, Guam, and the District of Columbia wrote to the Alcohol and Tobacco Tax and Trade Bureau requesting that they review the formulation and marketing of alcoholic beverages that contain caffeine and other stimulants. They said, “We believe that alcoholic energy drinks constitute a serious health and safety risk for America’s youth.” As a result of the national push to ban alcohol energy drinks, Anheuser-Busch and Miller-Coors have both agreed to stop adding caffeine and other stimulants to TILT, Bud Extra, and SPARKS.

State-Level Advocacy Efforts – MADD Michigan has taken the lead

Local Advocacy Efforts – What some school districts have done…

…Are there any issues here in your school/the Lansing area that you would like to see changed?

What Audience Should YOU Target?

The Four Guiding Questions: Where do your peers get alcohol? Where do your peers use alcohol? How and why do your peers get

away with using alcohol? What makes your peers think they

want to use alcohol?

What Social Media Are People Using?

Your Peers?

Parents?

Teachers/School Policy Makers?

How do we get messages to where they already are… (no need to invent a new technology – use what they’re using!) Does this mean we should use some “old

school” media, too?

LUNCH!

We are trying to change rates…

…not individuals

Creating Prevention Messages and Social Media

Developing Messages: What’s the problem?

1. It’s an adolescent thing…

2. We have made it way too easy for your friends to misbehave.

3. There is an assumption that EVERYBODY’S DOING IT!!

Developing Messages: What’s the problem?

1. Brain-iologically, what message will work for you and your peers…

…scaring you, or focusing on long-term health consequences won’t work.

2. Many of us adults have made it way too easy for your friends to misbehave…

…we let you have it, let you party upstairs, don’t hold you accountable, and don’t always recognize problems or enforce rules already in place.

3. There is an assumption that EVERYBODY’S DOING IT!!

…they aren’t.

Keep in mind…

Scaring your friends won’t get you too far

Making them think about their decisions MIGHT work

Adults need to get the message Everybody isn’t doing it You can say things that we can’t… and

people will listen!

Guidelines for Using Social Media (Main Points from Ken’s thing)

Documents

Lansing School District Student Summit