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Keep It Real: Involving Youth in a Community Effort to
Reduce Underage Drinkingwww.keep-it-real.us
Mike Kleinpeter Arthur Rouse♦
Jacqui Powell Laura Pait ♦
Courtney Cheatwood Ashley Dones♦
Keep It Real: Involving Youth in a Community Effort to Reduce
Underage Drinkingwww.keep-it-real.us
Mike KleinpeterB.A. Criminal Justice – Indiana University
B.S. Psychology – Indiana UniversityReceived C.P.P. Credentials in 2007Keep-It-Real Campaign Coordinator
State Chair for the KY Youth Empowerment SystemAssistant Director at Bluegrass Prevention Center
Keep It Real: Involving Youth in a Community Effort to Reduce
Underage Drinkingwww.keep-it-real.us
Arthur RouseB.A. Cinematography, Florida State University
M.A. Educational Technology, PepperdineFounder, Filmmaking Certificate Program, Bluegrass
Community and Technical CollegeManaging Director, The Kentucky Film LabOwner/Operator, The Media Collaboratory
Keep-It-Real
Funded by OJJDP through Kentucky State Police Enforcing Underage Drinking Laws Initiative
The campaign is currently in its fifth year and continues to grow
Learning Objectives
How to facilitate a creative approach for the prevention of underage drinking by youth
How to mobilize key business partners (civic engagement) as well as youth leadership.
How to have a comprehensive initiative that utilizes current youth markets.
Begin with one component: Video Contest
• Youth are more likely to hear the message when it is created by youth.
• Youth produce 30 second videos• All entries posted on our website
www.keep-it-real.us• Community members vote on the Internet
for their favorite videos
Collaboration
• Winning videos air on television
• Winning videos also air at cinemas during the trailers
• Campaign promoted through news coverage, talk shows, and school visits
• Awards ceremony to recognize students for their effort held at local theatre
A Leader With an Idea:
• Pepperdine Experience:
– Filmmaking: A collaborative Model for learning and leadership
Pepperdine Experience
• “Of course you learn by yourself. No one can learn something for you.”
Pepperdine Experience
• Learning needs to be authentic and relevant to the learner
Pepperdine Experience
• Filmmaking: An innovative approach for connecting classroom to community!
Connections
• Keep-It-Real allows participants to engage in peer-to-peer dialogue in a non threatening way, then allows them to attain leadership positions within their peer community through effective and relevant communication.
Recognition
Why Start?
Civic EngagementDevelop a Broad Base of Support
• A group of community members came together to do something about underage drinking because the statistics were alarming
• The 30 day use of alcohol as reported from students in the Kentucky Incentive for Prevention survey found that 22% of 10th graders report drinking in past 30 days along with 42% of 12th graders
Civic EngagementDevelop a Broad Base of Support
Start with established groups: CHAMPIONS
(Mayor’s Alliance on Substance Abuse)
LOCAL KY-ASAP BOARDS (Agency for Substance Abuse Policy)
Partner with youth organizations
Include elected officials and media representatives
Recognition
Don’t Drink, Just Think
Components
Education Youth Involvement Recognition Challenges/Barriers
Education/Awareness
• Video Editing services went into local high schools promoting contest and raising awareness about underage drinking
• Bluegrass Prevention Center presented at middle and high schools in 17 counties.
We presented all aspects on underage drinking including youth produced videos.
Education/Awareness
• Bluegrass Prevention Center distributed brochures and information at the KY State High School Football Championship.
Education
• We partnered with the University of Kentucky College of Nursing where 2 interns went into classrooms and presented to high school students on youth advocacy and underage drinking
• Bluegrass presented at alternative schools and any other youth venue we could identify.
Involve Youth In the Process:Our Poster Promoting the Video Contest
www.keep-it-real.us
Enter
by
Dec. 6,
2004
Winner On TV
Involve Youth In the Process:Our Poster Promoting the Video Contest
Involve Youth in the Process
• Press Conference held at the local Government Center, to build awareness and interest in the prevention of underage drinking.
Education
How teachers use Keep-It-Real in the classroom
Health Teachers: Use In lessons about dangers of underage drinking
STLP Teachers: Part of the course work to make public service announcements
Information and videos played during morning announcements
Education• Bombarded with “facts”
Facts alone won’t change their thinking
• Peer influence strong
What they hear from other youth makes a strong impact
• Need consistent, community-wide message
The message must get their attention and be repeated frequently
• Reinforced at home Any effective program must include parents
Parent Education
Parent Education
• Lexington Family Magazine runs bi-monthly articles in local newspaper to educate families about underage drinking
• Lexington Family Magazine has interviewed and done feature stories on the winners for the past 5 years
Youth Involvement
• Showing statistics alone doesn’t make an impact
• Using creativity and visual images helps to make an impact!
Jacqui & Laura Video
She’s Always Watching
Jacqui & Laura Youth Involvement
• How did you come up with the idea to make your video?
• Why did you enter?
• Do you think your video has made a difference at school or in your community?
Jacqui & Laura Youth Involvement
• What do other students think about your video?
• Did you have family or friends help make the video or go online and vote?
• Have many people seen your video? How do people in the community respond to your video?
Courtney & Ashley Video
Live Life Through Your Dreams
Courtney & Ashley Youth Involvement
• How did you come up with the idea to make your video?
• Where and how did you recruit participants to be in your video?
• What do other students think about your video?
Courtney & Ashley Youth Involvement
• Has making this video caused you to think differently or change your attitude regarding underage drinking?
• What components make this contest so effective?– Recognition– Support– Leadership
Continuum in Message
• Videos impact elementary and middle school students, not just high school students
• To increase involvement we sponsored a middle school poster contest
Participation in Poster Contest
• First year: 2005-2006 for Poster Contest
• 9 participating middle schools
• Over 700 posters
• Recognition event held at Mall Theatre
Winners of Poster Contest
• Second year: 2006-2007
• 13 participating middle schools
• Over 1000 posters
• Recognition event held in conjunction with video awards ceremony
2nd Runner-upDestry HawkinsFranklin County
People’s ChoiceKristina SchulmanWoodford County
Judges Pick/Grand PrizeHolly Carter
Madison County
Challenges of the Poster Contest
• Middle school students loved contest
• It was labor intensive to collect, coordinate, and promote poster contest
• Lack of funding and manpower caused us to discontinue contest
Keep-It-Real Video
Have A Reason Not To
Recognition
Recognition
• Awards ceremony at historic Kentucky Theatre in downtown Lexington
• Civic engagement – Many community leaders involved
• Sponsors presented awards – “May I have the envelope, please?”
• 300 participants and their families attend yearly
• Youth performed their original song on stage
Recognition
• Community volunteers man the tables and pass out soda, popcorn, and candy
• Truly is like going to the Oscars: “The winner for best art direction is…“
• The winning video plays on screen, the winners come up, receive their awards and have their picture taken in front of the Oscar statues
Mayor Newberry and Henry Clay Winners
Youth Led the Way
2004 Emcee & Bluegrass RPC Director
Joe Elswick has been our Emcee for the event since 2005
Kentucky Theatre Oscar Night Theme
Bryan Station Students Entertained
Keep-It-Real Video
Think Don’t Drink
Media Coverage
Meet with local media in advance
Be available to comment on news stories
Keep it Real has had extensive publicity Articles in Herald-Leader and other county
newspapers Monthly coverage in Lexington Family
Magazine Extensive TV coverage Numerous talk show appearances Winning video aired on local cable and network
affiliate along with cinema
Youth Leadership Youth assist with Media
Youth have been interviewed with articles appearing in the Lexington Herald Leader, Central Record, Lexington Family Magazine, WKYT-TV, WTVQ-TV, and WEKU Radio, Fayette County Public Schools, and GTV3
Articles have appeared also in Champions Chatter, Stu’s News, ASAP Connection, and the News Enterprise
Recognition
Winners
Smile
Interview with Media
Winners
Recognition• Grand Prize Winner• People’s Choice• Best Acting• Best Comedy • Best Direction• Best Picture• Best Drama• Best Depiction
of Message
• Best Cinematography• Best Use of Music• Best Art Direction• Best Editing• Most Original• Best Foreign
Language
Grand Prize Winners! Grand Prize winners recognized in front of
minor league baseball crowd.
Winning video put on jumbo-tron
Keep-It-Real @ Legends
Celebrate Your Success!
• Photos here
Keep-It-Real Video
Cooking with Katie
What are the Outcomes?
• Increased youth and community involvement
• Expansion of youth recognition
• Increase in Underage Drinking prevention messages
What are the Outcomes?
Cinema airtime
• Fayette County: PSA will air 4800 times this year
• Garrard County: PSA has aired 2400 times
What are the Outcomes?
Cable airtime
• Fayette County Airtime: commercials aired 540 times this year
• Elizabethtown Airtime: PSA has aired 256 times
What are the Outcomes?2004-2005 2005-2006 2006-2007 2007-2008
Entries 36 48 65 62
Students Involved
175 150 180 240
Website Hits
6,000 (1 month) 26,000 (500 different people)
685,000 hits (Hacking suspected)
234,000 hits
Votes 3,000 votes 206,000 points 202,415 points
158,549 votes
TV Coverage
MTV, Comedy Central, ESPN
MTV, Comedy Central, ESPN
MTV, Comedy Central, ESPN
MTV, BET, ESPN, ESPN 2, ABC Family, Cartoon Network, SOAP network , VH1
2002 2004 20060
5
10
15
20
25
30
35
40
45
6th 8th 10th 12th
Pe
rce
nt
Fayette County
2002 2004 2006
6th 4.0 3.0 3.0
8th 14.0 15.0 14.0
10th 32.0 30.0 29.0
12th 42.0 40.0 40.0
Trend data for self-reported 30 day use of alcohol.
Source: KIP Data
2002 2004 20060
5
10
15
20
25
30
6th 8th 10th 12th
Pe
rce
nt
Fayette County 2002 2004 2006
6th 3.0 2.0 2.0
8th 8.0 7.0 8.0
10th 20.0 16.0 15.0
12th 28.0 23.0 24.0
Trend data for self-reported binge drinking.
Source: KIP Data
Keep-It-Real Video
Prevention Starts With You
Community Engagement
Keep-It-Real Quarterly Talk show
Youth talk about issues such as underage drinking. These talk shows air repeatedly on the government channel where youth ideas and opinions are shared
Engagement
Underage Drinking Town Hall Forum
Youth and adults were brought together to discuss issues in our community around underage drinking
Local elected officials and over 100 participants attended
Youth Leadership
Youth serve as keynote speakers
Joe Elswick was the keynote speaker at the statewide Champions/KY-ASAP
Annual Conference
Youth Leadership
Youth assist with presentations
Youth have played a role in community education at Bluegrass
They have presented outside of Fayette County at FACES forums in Woodford County
Youth also work with local law enforcement in doing presentations in the community
Connections Past three years youth have attended
EUDL Conferences
Many youth who have attended the EUDL training now
serve on local ASAP and Champions boards as youth representatives!
Part of the Solution
Former Keep-It-Real participants have been contracted to make PSAs around marijuana prevention
Already have received 2 PSAs and 3 more are currently in production
Have submitted both marijuana PSAs and KIR PSAs to abovetheinfluence.org website
Keep-It-Real Video
Be an Influence
Challenges
• Moving the youth past the drinking and driving message! Early in the contest it seemed like that is all the videos were!
• The message we want to convey is Don’t Drink Underage!
• Need the right “Public Relations” person to bring all the necessary partners to the table
Challenges
• Getting to Outcomes!
• Having all the pieces of the puzzle to create a new vision– Education– Media Activity– Youth Leadership– Recognition
Challenges
• Recognizing everyone for all their efforts. Do it step by step, grabbing partners along the way.
• Start small, do that well, then add another piece.
Challenges
• Finding ways to utilize youth ideas and components
• Time commitment!
– Getting to all schools with education
– Coordinating all aspects and not leaving anyone out
• Always coming across as new and fresh!
• Encouraging participation even when not winning a big prize.
Conclusion
• In the beginning we could have written commercials and PSAs by thirty, forty, or fifty year olds.
• By allowing youth to directly impact their peers through creating their own PSAs and then recognizing these efforts becomes a win for all.
Conclusion• We found that for every person involved in
making a video, at least ten other people had some involvement in the video as well
• Think about all the students that have been involved in making videos or any of the other youth leadership activities in Keep-It-Real and think about how many people we have actually reached.
Absolute Outcome“Example is not the main thing in influencing
others, it is the only thing”
Albert Schweitzer
Thank You• Kentucky State Police• Central Baptist Hospital• Video Editing Services• Fusioncorp Design Mediahouse• Jordan-Chiles Advertising• Lexington Legends• Lexington Family Magazine• Lexington Fayette Urban County Government• Bluegrass Prevention Center• Lynn Imaging• Mayor’s Alliance on Substance Abuse• Fayette County Local ASAP Board
