When it comes to preventing underage drinking, social marketing can play an important role.
The Power of KNOW campaign in Revere, Massachusetts, has long engaged parents in the effort to prevent teen drinking. A new campaign to be launched this fall calls on the youth themselves to get involved. This summer, 30 high school students were trained in using social marketing strategies to promote positive behavior change.
Five participants from the social marketing training workshop will work with EDC and the Revere CARES (Community Awareness, Resources, and Education to Prevent Substance Abuse) coalition to bring the youths’ creative marketing ideas to fruition. A student-led campaign may include traditional methods (such as information sessions for students and parents or posters) and social media (such as a Facebook page or a mobile phone application). High school students will also train middle school students on creating social media-based campaigns about staying alcohol and drug free.
“The concept of social marketing builds from commercial advertising, but instead of selling a product, the goal is to change a behavior,” says EDC’s Diane Barry. “We are having the teens use the concept to develop a campaign to reach the kids not normally reached by prevention campaigns.”
Since 2002, the Power of KNOW program has engaged parents in the effort to keep teens from drinking. The program is funded by Massachusetts General Hospital and Partners HealthCare Community Benefit Programs.
Originally published on October 18, 2010