KANSAS
Youth Alcohol Media Campaign

PROBLEM IDENTIFICATION
Data indicate that 14 percent of impaired driving arrests in the State of Kansas involve youth 14 to 20 years old. Alcohol-involved motor vehicle crashes remain one of the leading causes of death for this age group. Although they may not legally drink alcohol, surveys indicated that 90 percent of Kansas high school students have used alcohol.

A variety of factors contribute to the high incidence of underage alcohol consumption in Kansas. For example, advertising campaigns created by the alcoholic beverage industry glamorize its use. Survey data reveal that 74 percent of high school students are influenced to drink because of this advertising. These students also have misconceptions about the effects of alcohol on the body. Many are not aware that one beer has the same amount of alcohol as a shot of whiskey, or a glass of wine. The majority also believe that a cup of coffee or a shower will make them sober after drinking alcohol. Peer pressure is also a significant contributor to underage drinking.

GOALS AND OBJECTIVES
Traffic safety advocates in Kansas recognized the magnitude of the state's underage alcohol consumption problem, and were conscious of the fact that the behavior of teenagers can be influenced by positive media messages. To reduce the incidence of underage drinking in Kansas, the Youth Alcohol Media Campaign was developed in 1994. The campaign is presented in five counties throughout Kansas: Shawnee, Douglas, Johnson, Wyandotte and Sedgewick. The major objectives of the program are to:

• Create a universal message that would appeal to students in a variety of circumstances
• Apply advertising strategies specific to teenagers to create positive messages, in an effort to discourage underage alcohol consumption

STRATEGIES AND ACTIVITIES
A primary initiative of the Youth Alcohol Media Campaign is the Take A Stand theme, promoted by the Young Men's Christian Association (YMCA). The purpose of this initiative is to encourage teens to resist impaired driving, and to intervene to prevent people they know from driving after drinking alcohol. Advertising techniques that appeal to 14 to 18 year olds are utilized, and focus groups are convened to test messages and materials.

The campaign focuses on creating a universal message to teens, by targeting four specific groups: 1) Teens who drink and drive; 2) Teens who ride with drinking drivers; 3) Those who do not drink and drive, do not ride with drinking drivers, but know people who do; and 4) Parents. Campaign materials including posters, table tents, t-shirts and compact disks are distributed at malls, theaters and schools throughout the five participating counties. Local radio stations assist in distributing the materials

Student groups also distribute campaign materials to their peers during five blitz periods throughout the year: the back-to-school period, Christmas break, spring break, prom/graduation and summer. The materials encourage communication about the Don't Drink and Drive message.

The YMCA developed the Take A Stand video for presentation at high school assemblies and other events. The video depicts the teen culture, alcohol advertising, representations of the impaired driving problem and suggestions for addressing the issue.

RESULTS
During 1999, the Youth Alcohol Media Campaign developed 3 new posters, 2 new table tents, 2 newspaper advertisements (a school newspaper ad targeting teens and a local newspaper ad targeting parents), and a billboard for public display. In total, 2,164 posters, 3,755 table tents, 316 newspaper ads and 24 billboard displays were distributed.

Video presentations were conducted in 23 high schools, reaching more than 7,000 students. Fatal vision goggles and a new video entitled The Truth About Drinking were provided to students during each presentation. Surveys conducted during the school year indicate that 79 percent of students participating in the program are influenced to change the way they view alcohol use. Approximately 66 percent admit they have considered changing their behavior at parties.

The Take A Stand campaign distributed more than 54,000 incentive items to students throughout the five participating counties in 1999. A Take A Stand website is available for students to contact the campaign and provide valuable feedback.

WINTER 2000