Motor vehicle crashes are the leading cause of death among teenagers. A 1993 survey of over 75,000 Kansas students found that 77 percent of Kansas high school students in grades 10-12 reported using alcohol in the past year. Nearly one half reported that they had ridden in a vehicle driven by someone who had been drinking alcohol. About 33 percent of students in grades 10-12 grades reported that they had driven a vehicle when they had been drinking alcohol. Approximately 13 percent of all Kansas DUI arrests involve youth aged 14-18 (85 percent male), showing a significant underage drinking problem.

It is difficult to compete with the alcohol industry's $649.9 million (1992) advertising budget, portraying alcohol drinking as a glamorous activity. A unique campaign was required to reach the 14-18 year-old population.

GOALS AND OBJECTIVES

The goal of the Kansas Youth Alcohol Media Campaign was to decrease the number of drinking and driving incidents among 14-18 year olds. Specific objectives include:

• Educating 14-18 year olds and encouraging them to "Take A Stand" against drinking and driving, thereby lowering the number of drinking and driving crashes
• Using a positive approach and message in the campaign
• Researching advertising strategies specific to teenagers and using these techniques to reach the 14-18 year old population.

STRATEGIES AND ACTIVITIES

The "Take A Stand" campaign was implemented in 1994 by the DCCCA Center, a non-profit drug and alcohol agency. Prior to developing the materials, research was done on the advertising that appeals to teenagers. Focus groups were conducted with teenagers to validate the materials being developed. The theme, "Take A Stand," was chosen to encourage teens both not to drink and drive and to intervene to keep someone they know from drinking and driving. Research also demonstrated where teens spend most of their time outside home and school. A series of posters and table tents along with incentives (T-shirts, cups, key chains, tank tops) were developed and placed in schools and popular businesses. PSAs and one-line messages were broadcast on popular radio and television stations.

The campaign displays materials during five two-week blitz periods in September, December, March, May and July. Student groups distribute the materials to the schools and businesses.

Future plans include a World Wide Web site, television PSAs, an MTV-style video and a music CD of local rock bands with an informational jacket about drinking and driving.

RESULTS

In the first year of the campaign, the DCCCA Center distributed 3,177 posters; 5,933 table tents; and 60,000 incentives. All of the 64 high schools with a school newspaper ran ads for each blitz, as did 11 local newspapers. Fifteen radio stations ran PSAs. One PSA was produced by a local radio station featuring the lead singer of The Nixons telling teens to "Take A Stand."

A random telephone survey of teens revealed the following:

• 84 percent recognized the theme, "Take A Stand"
• 76 percent of those knew that it was a campaign fighting drinking and driving
• Over 95 percent agreed that they should stop friends from driving drunk
• Over 805 believed that they should even stop strangers from driving drunk.

DCCCA is continuing the campaign and hopes eventually to see a reduction in youth crashes.