Example of public education

,,Closer each other – further

from drugs”

B. Bukowska, P. JablonskiBelgrad, 23-24 April 2013

Parents and child

- good relationships-communication

problems

• Authorities are broken down• Teenagers are looking for

something new (drugs can be a novelty)

• Parents haven't got enough good intentions to talk with their child because the lack of time, basic knowledge how to join good relationships or they minimize the problem (illusion of safety)

• Parents are unconscious of their importance as protective factors

problem

child parent

PROBLEM SOLUTIONS: good and constant

relationship.

• Authorities are broken

down, looking for

something new, but

should always rely on

their parents!!!

• Parents who understand problems and threats of an adolescent time have more willingness to talk to their children and tend to have a deeper relations with them

• Parents are conscious of possible communication problems in the family

child parent

Ideal situation

Target population

 Parents or children protectors – mainly in

the transition time(14 – 19 years old)

Age between 35-50 Traditional family

2+1, 2+2

Profiled of target population• Style of life, habits (the chanel of distribution, when),

the system of values• Educational level (language of communication)• How the target population see the nature of the

problem ( for instance we do not speak because we do not how, because it is not important, because it is normal behaviour – most of people behave in this way)

OBJECTIVES• Increasing of parents self conscious - they should take care of stability, frequency and quality of family relations to protect their child from an inadequate reaction in a confrontation with drugs

•Persuading parents to conduct deeper conversations with their children, to spend more time with their children

•Persuading parents to broaden their knowledge about the drug phenomena (it is not limited to marginalized groups).

MAIN CAMPAIGN IDEA

• If You support Your child he/ she will have no will to indulge in drugs

... real, sensible, deep relations are needed for

that

DESIRED REACTIONSParents must realize that:• drug-addiction it’s not just the OTHERS problem,• communication quality really matters in relationship with a

child,• must find more about their parential competences, • drug problem really exists and panic is not an answer,• should be open-minded and talk free about risky

behaviour, including drug phenomena,• could not be only mentors but alliances for their children.

.

DESIRED REACTIONSChildren must realize that:• more frequently talking with their parents

could be ok and it helps solve their problems.

Communication climate

• To avoid in campaign such the elements like needles and syringes

• Using drugs does not mean drug addiction• Drugs does not mean ,,death”• Users of drugs or drug addicted people do not mean

marginalized people• Campaign should not provoke suspicious towards

parents as well as children and antagonism between them

The phases of campaign 1. The initiation of two year campaign – press

conference and pre-test for evaluation (2005)

2. The main media campaign (2005, 2006)

4. Summary of campaign – post test for evaluation

3. The tactic campaign –education, workshops for parents, local activity – family sport events, family picnics, radio and TV broadcast (2005, 2006)

Spot on public TV at national and local level

• Spots 30” i 15”

Campaign in Radio

• Campaign in national and local radio: special radio spot, discussion with well – known people ab. relationship between parents and children, the responsibility of parents; dissccussion with youth about their relationship with parents.

Cinemas

• Spots 30”• Spot was emitted in 350 cinemas

Newspapers

BILLBOARDS

• 100 copies

City – lights on beach changing rooms

• In 56 resorts

• 600 copies

Brochure for parents, insert in Saturday newspaper (530.000 edition), logo of campaign

The sources of information for parents and childen:

National Helpline – free of charge 0 801 199 990

Antidrug Internet Counseling Centre www.narkomania.org.pl

The role of the local level in the implementation of campaign

• The ambasador of media campaign at the local level• Local press conference• campaign on local TV, radio ( emission of radio spot,

discussion with experts, parents, children – NGO, local experts, local authority)

• Educational programs for parents in school ( how to talk with youth, how to establish good relationships with children, how to react in difficult situation, how to talk about drug problem with children)

• Distribution of educational materials (brochure, posters)• Special art, picnic organized by local authority, schools,

NGO – Family Day

CAMPAIGN SUMMARY

Results of the campaign efficiency analysis

(before and after campaign survey)• Large perceptibility (61% of the target group)• One of three parents who had any contact

with the campaign, declare beginning of the serious conversation with their child

Estimated campaign costs• National Bureau – appr. 110 000 Euro• Gained resources (media) – appr. 1 750 000

Euro