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“LET’S BE BLUNT”- STRATEGIES TO COMBAT MARIJUANA PREVENTION FOR COMMUNITIES & YOUTHKAYLIN JONES/TRACY JOHNSON

WISCONSIN STATE WIDE SUBSTANCE ABUSE PREVENTIONTRAINING JUNE 13TH,2017

OBJECTIVES OF PRESENTATION

Overview of MCSAP

FiscalAgent

Targeted Data

Priorities

Overview of Marijuana Prevention Committee

Overview of Let’s Be Blunt Campaign

Features

Benefits

Outcomes & Challenges

Questions/Close

IN THEBEGINNING…

Milwaukee County Substance Abuse PreventionCoalition forms in 2011

Began with 13 members, mostly from state and local government

Initial focus on alcohol and heroin

Funded by Department of Health Human Service-Behavioral Health Division

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MCSAP

Mission is to improve the quality of lives in our community by preventing the harmful consequences of substance use and abuse among youth, families, and the larger community.

MCSAP

Over 50 members

Cross section of DFC sectors (Community based, business,residents,youth serving orgs,government, workforce development,etc)

INTRODUCING COMMUNITY ADVOCATES

Community Advocates became the fiscal hostand staff of MCSAP in January 2013

Staffing the coalition, and fundinggrantee organizations

Provide other services to Milwaukee County, including public policy, substance abuse treatment,behavioral health,women’s center, homelessness and advocacy.

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MILWAUKEE COUNTY DATA

Prevalence of marijuana use in Milwaukee County has not only been consistently higher than the rest of the stateofWisconsin (and the country), but is increasing.

Percent of High School StudentsWho Used Marijuana OneTime in the Past 30 Days:

2007- 26% ;2009- 28%;2011-30%;2015 – 24.5%

The prevalence of drug-related deaths in Milwaukee County continue to remain nearly twice that of the rest ofthe state ofWisconsin.

Percent of Middle School Students (6th-8th grades)Who Used Marijuana One Time in the Past 30 Days:

2015- 10% ; 2016-10.5%;

Drug related overdose in Milwaukee County

2007 -171; 2015- 250+

MCSAP GOALS AND PRIORITIES

GOAL #1:Maintain aHealthy Coalition

MCSAP GOALS AND PRIORITIES

GOAL #2:Reduce Deaths Related to Drug Overdose

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MCSAP GOALS AND PRIORITIES

GOAL #3:Reduce Marijuana Use byTeens

MARIJUANA PREVENTION COMMITTEE

Made up of community members and youth

Meets bi monthly

Chaired by two members

Developed an action plan towards MJ Prevention

Engages youth participation in decisions Youth SummitApril 2017 -the total number of attendees;85 youth and 23 adults total- 108 total.

Uses all media and social networks to engage community Posters

Art

Social media

Campaigns

WHAT ABOUT MARIJUANA??

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REDUCING MARIJUANA USE BY TEENS

“LET’S BE BLUNT” CAMPAIGN FEATURES

Targeted all youth in Milwaukee county,

between the ages of 12-17, Householdswith Children 12-17

Geography: Zip codes 53211 &53212

Facebook campaign ran from 11/16 – 12/8 –may be current marijuana users

have friends and/or family members who are users

Partnered with a professional media firm

Uses Peer to Peer messaging strategies

Youth from non profit organizations participated

Used the hashtag :NONEEDFORWEED

http://mcsapcoalition.org/initiatives/let_s_be_blunt.php

“LET’S BE BLUNT” CAMPAIGN FEATURES

anti-marijuana campaign targets youth living in Greater Milwaukee,

the goal of the campaign is to bring attention to the negative effects and consequences of using marijuana

Weekly- for 30 days focus on images and messages that convey the following:

Make the Right Choice (Making choices about school, friends, relationships, sports and music.)

Be True to You (Right decisions can’t be made when under the influence of marijuana.)

Don’t Even Go There (Highlighting unique messages that focus on the fact that marijuana is often an ‘entryway’ drug and illegal inWisconsin.)

Be Better (Being the best you, which isn’t possible if you use marijuana.)

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M I X E D M E D I A

C O N T E S T

D I D Y O U K N O W ?

-I 1 of 6 a d o l e s c e n t s w h o t r y m a r i j u a n a b e c o m e a d d i c t e d .

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a r r e s t s f o r m a r i j u a n ap o s s e s s i o n i n 2 0 1 3 .

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W h y d o y o u t h u s e m a r i j u a n a ?

H o v v d o e s m a r i j u a n a i m p a c tp e o p l e y o u k n o w ?

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M IL W A U K E E C O U N T Y S U B S T A N C E A B U S E P RE V E N T IO N C O A LI T IO N

LETS BE BLUNT 2017

Youth Entries

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Let’sBe BluntMediaCampaign Unveiling

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# on d f o r w d

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LET’S BE BLUNT CAMPAIGN BENEFITS

825,088 impressions on FaceBook were served over thecampaign

Youth from several community based organizations were involved in the campaign

Increase knowledge of marijuana and its impact physically toyouth

Increase of knowledge of the marijuana data on youth

LET’S BE BLUNT CAMPAIGN CHALLENGES

Increase of more youth involved

Dealing with the Pro Marijuana movements

Affective Marketing Approach

Developing an effective timeline for Implementation

LET’S BE BLUNT CAMPAIGN OUTCOMES

Youth were awarded and publicized county wide

Winning entries were displayed at Metro Bus Stops and on Buses

Selected final entries were displayed city wide

Captured Marquette University Marketing team interest

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LET’S BE BLUNT CAMPAIGN BENEFITS

KASAUNDRA BROWN/KAYLIN JONESKBrown@CommunityAdvocates.net| http://www.mcsapcoalition.org/ I 414-270-2976

Kjones@ssnc-milw.org 414-463-7950 X45