don’t be a friend. be a parent. carroll county, maryland social host awareness media campaign
TRANSCRIPT
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Don’t Be a Friend.Be a Parent.CARROLL COUNTY, MARYLANDSOCIAL HOST AWARENESS MEDIA CAMPAIGN
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Carroll County, Maryland• Rural/Suburban • Population of 71,714• 9 High Schools• 2 Colleges
• Home of the Maryland Wine Festival• Microbrew festivals • 31 alcohol retailers in
Westminster
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Contributing Factors of Underage Drinking in Carroll County
Retail availability Low perceived risk Social availability
SPF funded to reduce underage drinking in our community
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Social Availability
• 86% felt that adult hosting is at least somewhat a problem; • 23% felt that it is a serious problem. Source-MSPF Carroll County Needs Assessment
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“I have been to a house where alcohol was given to the teens by the parents. I was one of those teens. I didn’t mind it because the family was cool about it and that allowed me to relax and have a good time. As long as they didn’t drive and put their keys away, they could drink.” Carroll County Coalition Against Underage Drinking Blog Post 2012
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Social Availability
Easy or very easy for underage youth to obtain alcohol from:• Older siblings (88%), • Parents (75%), and • Friends (100%).
Source-MSPF Carroll County Needs Assessment
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“I think that now a days it is more important for a parent to be “cool” and try to be their child’s best friend instead of actually protecting them from something harmful.” Carroll County Coalition Against Underage Drinking Blog Post 2012
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Don’t be a Friend.
Be a Parent.
The Campaign
Our Vision,Supported by
SAMHSA
Campaign Goals• Parents aware of Maryland social
hosting laws and consequences. • Consequences of underage drinking:
Binge drinking, Alcohol poisoning, Sexual assault, DWI/DUI, and Alcohol dependence.
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Public Service Announcement
• SAMHSA produced the Maryland Underage Drinking Video, July 2013.
• Our coalition wanted to expand the use of the video and social host prevention message to a broader audience by creating PSAs from the original video.
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Print UsesUsing video stills from the original video to show underage drinking consequences.
• Bus• Newspaper• Billboards
• Posters• Coalition website • Social media
Don’t Be a Friend. Be a Parent.
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Connecting the Campaign to Our Environmental Strategies
Alcohol Retailer Compliance Checks
Underage Drinking Tips Line Project Sticker Shock
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Carol MullenCoalition Coordinator
www.carroll-coalition.org