Project Extra Mile
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NEBRASKA
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PROJECT CHARACTERISTICS |
PROGRAM AREA(S) |
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Innovative or non-traditional approach |
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Youth Programs |
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Targets hard-to-reach/at risk population |
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Alcohol and Other Drugs |
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TYPE OF JURISDICTION |
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Multijurisdictional |
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TARGETED POPULATION(S) |
JURISDICTION SIZE |
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Youth |
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700,000 |
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PROBLEM IDENTIFICATION
Traffic safety professionals in the
Omaha, Nebraska metropolitan area were familiar with the many national studies
and programs concerning the two-fold problem of underage drinking and underage
impaired drivinga problem affecting the youth of Omaha and the surrounding
counties. Through the years, many recommendations had been made for addressing
the problem in Omaha, but these recommendations were made without prior
knowledge of the unique situations and issues involving Omaha's youth, resulting
in less effective approaches to the problem.
GOALS AND OBJECTIVES
The goal of Project Extra Mile was to reduce alcohol-related crashes, fatalities,
and injuries among the driving youth of the Omaha metropolitan area. The
project was conceived as a three-phase approach to the problem:
- Research the problem
- Develop an Action Plan
- Implement education, enforcement and advocacy
initiatives
STRATEGIES AND ACTIVITIES
In 1995, concerned citizens in the Omaha area created a coalition of organizations
and individuals committed to addressing the problems of underage drinking
and impaired driving among youth. This coalition developed what became known
as Project Extra Mile, whose membership approached the problem systematically
through a three-phased strategy. The first phase of this strategy was to
conduct the research necessary to arm the coalition with data specific to
the Omaha metropolitan area. During this first phase, several key activities
were completed:
- A thorough review of the current local and
state laws and regulations was conducted
- Members of the coalition reviewed existing
data on traffic safety and youth alcohol use for the metropolitan area.
Research included juvenile traffic crash involvement, deaths and injuries
associated with underage alcohol consumption, environmental risk factors,
adults who provide or procure alcohol for minors, consequences for use,
alcohol marketing, recreation and social opportunities, role modeling,
schools, neighborhood associations, media, child service agencies, law
enforcement, drug prevention organizations and alcohol licenses and sales
- A survey was developed to measure activities
and attitudes surrounding youth alcohol use. The survey was conducted with
420 youth under age 21 and with 423 adults. Information derived from the
surveys closely paralleled other data: that youth were drinking in large
numbers (57 percent of all respondents, 61 percent of 15-17 year-old respondents,
76 percent of 18-20 year-old respondents). Among youth who reported consuming
alcohol, 67 percent admitted to binge drinking (five or more drinks at
a time). Youth respondents indicated that they would be motivated to stop
drinking if they believed they would injure or kill themselves or others
in a crash, if they would be caught by police, or if they would lose their
driving privileges. Participation in alcohol-free activities was also a
motivating factor for abstinence
- Fourteen focus groups were conducted with
youth, parents, law enforcement agencies, retail clerks, and prosecutor
agencies. Seven focus groups were conducted for youth in three age groups
from 12- to 20-years-old. During the focus groups, youth gave distinct
indication of the need for adult guidance and positive role models. They
also were emphatic about the need for clear, consistent messages with consequences
for unacceptable behavior not only for youth, but also for adults who provide
alcohol and businesses selling alcohol to minors
RESULTS
As a result of Project Extra Mile, the
rate of non-compliance by retailers of alcohol sales to minors dropped to
29 percent in 1997 for the Omaha metropolitan area, down from 41 percent
in 1996.
In addition, all Omaha metropolitan law enforcement
agencies agreed to undertake coordinated enforcement efforts four times
each year. |
FUNDING |
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Section 402: |
$88,000 |
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In-Kind: |
$12,000 |
CONTACT |
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Diane Riibe, Project Director
Project Extra Mile
2027 Dodge Street, Suite 501
Omaha, NE 68102
(402) 3412777 |
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National Highway Traffic Safety Administration |
Winter 1998 |