Don’t Be a Friend. Be a Parent. CARROLL COUNTY, MARYLAND SOCIAL HOST AWARENESS MEDIA CAMPAIGN.

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Presentation transcript:

Don’t Be a Friend. Be a Parent. CARROLL COUNTY, MARYLAND SOCIAL HOST AWARENESS MEDIA CAMPAIGN

Carroll County, Maryland Rural/Suburban Population of 71,714 9 High Schools 2 Colleges Home of the Maryland Wine Festival Microbrew festivals 31 alcohol retailers in Westminster

Contributing Factors of Underage Drinking in Carroll County Retail availability Low perceived risk Social availability SPF funded to reduce underage drinking in our community

Social Availability 86% felt that adult hosting is at least somewhat a problem; 23% felt that it is a serious problem. Source-MSPF Carroll County Needs Assessment

“I have been to a house where alcohol was given to the teens by the parents. I was one of those teens. I didn’t mind it because the family was cool about it and that allowed me to relax and have a good time. As long as they didn’t drive and put their keys away, they could drink.” Carroll County Coalition Against Underage Drinking Blog Post 2012

Social Availability Easy or very easy for underage youth to obtain alcohol from: Older siblings (88%), Parents (75%), and Friends (100%). Source-MSPF Carroll County Needs Assessment

“I think that now a days it is more important for a parent to be “cool” and try to be their child’s best friend instead of actually protecting them from something harmful.” Carroll County Coalition Against Underage Drinking Blog Post 2012

Don’t be a Friend. Be a Parent. The Campaign Our Vision, Supported by SAMHSA Campaign Goals Parents aware of Maryland social hosting laws and consequences. Consequences of underage drinking:  Binge drinking,  Alcohol poisoning,  Sexual assault,  DWI/DUI, and  Alcohol dependence.

Public Service Announcement SAMHSA produced the Maryland Underage Drinking Video, July SAMHSA produced the Maryland Underage Drinking Video, July Our coalition wanted to expand the use of the video and social host prevention message to a broader audience by creating PSAs from the original video.

Print Uses Using video stills from the original video to show underage drinking consequences. Bus Newspaper Billboards Posters Coalition website Social media Don’t Be a Friend. Be a Parent.

Connecting the Campaign to Our Environmental Strategies  Alcohol Retailer Compliance Checks  Underage Drinking Tips Line  Project Sticker Shock

Carol Mullen Coalition Coordinator