1. Example of public education,,Closer each other – further from drugs” B. Bukowska, P. Jablonski Belgrad, 23-24 April 2013

2. Preliminary assumption In Poland we observed the increasing trends in using illegal psychoactive substance From evidence - based knowledge it is known that parents can be one of the strongest protective factor against problem behaviour, including using psychoactive substances This active element is good relationship between parents and children In the past we have not developed campaign adressed to parents

3. 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

4. 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

5. 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

6. 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)

7. 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).

8. 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

9. DESIRED REACTIONS Parents 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 ab out risky behaviour, including drug phenomena, could not be only mentors but alliances for their children..

10. DESIRED REACTIONS Children must realize that: more frequently talking with their parents could be ok and it helps solve their problems.

11. 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

12. 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)

13. Spot on public TV at national and local level Spots 30 ” i 15 ”

14. 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.

15. Cinemas Spots 30 ” Spot was emitted in 350 cinemas

16. Newspapers

17. BILLBOARDS 100 copies

18. City – lights on beach changing rooms In 56 resorts 600 copies

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

20. 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

21. 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

22. 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