SRSLY Kicks Off Positive Norms Campaign in Manchester
The SRSLY Manchester Coalition kicked off a positive social norms campaign last week on Feb 16, 2016. This campaign celebrates teens that are making healthy choices when it comes to prescription drugs, marijuana, alcohol, and tobacco. The positive social norms campaign is using 2016 data from the Michigan Profile for Healthy Youth (MiPHY) survey that is given to High School and Middle School students every two years. To see Manchester MiPHY trend data from 2010-2016 go to the SRSLY Manchester data webpage HERE. The posters and graphics you will see around town and on the web have been created by Todd Ortbring at Edgar Norman Creative.
Lindsay Hannah, the SRSLY Manchester Program Director and Project SUCCESS Counselor at Manchester Middle and High School, stated “we spend a lot of time focusing on youth who are choosing to use substances. It’s important to acknowledge and celebrate the majority of teens who are making healthy choices. Additionally, perception can be very powerful and we know that teens believe more of their peers are using than actually are”.
Perception of Youth Alcohol & Drug Use in Manchester
Based on the new Manchester data collected from the 2016 Michigan Profile for Healthy Youth (MiPHY);
Youth Perception of Use:
- 39% of MHS students believe 51-100% of their peers drink alcohol regularly
- 28% of MHS students believe 51-100% of their peers use marijuana regularly
Actual Youth Use:
- 19% of MHS students drink alcohol regularly
- 11% of MHS students use marijuana regularly
Feedback from focus groups completed this fall (2015) involving both Manchester youth and adults revealed that perceptions about the percentage of teenagers who use substances in Manchester are much higher than the number of students actually using. Perception is tricky. If you see someone doing something that is startling or out of the norm it tends to stick in your mind. This can even begin to change your beliefs. In the case of youth alcohol and drug use, it can be shocking that a kid you have watched grow up is using drugs or alcohol. Your internal dialogue may become… “if that sweet boy who loved puppies and always gave me hugs is drinking alcohol, then they all must be, what is this world coming too!”. If you talk to youth, they will often say everyone is drinking and/or using drugs. The reality is that they have certain kids in mind and it might feel that way. If they were to actually list out all of the people they know use, then the numbers would actually be more reflective of those listed above. It just feels like more, especially for those who spend time with other students who are using.
How Perception Impacts Peer Pressure
Since, changing perceptions is the first step in changing behaviors; this campaign focuses on the positive – which is… MOST teens ARE making healthy choices related to alcohol and drugs. By correcting these misperceptions, teens feel less indirect pressure to use because they don’t believe that “everyone else is doing it”.
Hannah explained, “During the SRSLY Manchester youth focus groups, participants were unable to come up with a time that they had been directly pressured by friends to use drugs or alcohol. They shared that any pressure they experienced came indirectly, such as being around other people using and feeling like they do not want to be left out. In fact, during these focus groups and various conversations with Manchester youth, they shared that when they turned down an offer to use alcohol or drugs it was always treated as a non-issue. No one cared or seemed to notice.” Students also reported that even their friends that do use alcohol and drugs support their decision not to use. “This campaign speaks directly to these youth by validating their decision and helping them feel less under a spot light as they continue to make healthy choices,” stated Hannah. For more information on indirect vs. direct peer pressure click HERE.
Prescription Drug Abuse/Misuse
The first round of posters focuses on prescription drug abuse / misuse. The definition of prescription drug abuse and misuse is when someone takes a medication that was prescribed for someone else or takes their own prescription in a way not intended by a doctor or for a different reason—like to get high. (See NIDA for Teens HERE). The 2016 MiPHY survey revealed that 8.6% of MHS students reported regularly taking a prescription drug not prescribed to them, including painkillers. 27% of MHS students did not think it put them at risk to take a prescription drug that was not prescribed to them. Focus groups revealed that students abused or misused 2 different types of prescription drugs; painkillers such as Vicodin and ADHD medication such as Adderall. The focus groups reported that they were aware of two situations in which students are using; 1) improve performance in athletics and/or play through pain, 2) improve academic performance. It should be noted that studies have found that stimulants do not increase learning or thinking ability when taken by people who have not been diagnosed with ADHD.
Prescription drug abuse can be tough to recognize, especially, when the person is abusing a drug that is needed for a legitimate medical condition, such as ADHD or Wisdom Teeth Removal. Here are a few things to be aware of if you work or live with youth.
Signs of a Problem:
- Pills going missing
- Increased frequency in requests to refill a prescription drugs before expected.
- Mood/Personality Changes
- Drug seeking behavior
- Requesting replacement medication due to being lost / forgetting at another parent’s house.
- Asking for refills sooner than directed
- Making appointments with multiple doctors
- Riffling through drawers or cabinets located in places where medication is traditionally kept (bed stand, bathroom).
Click HERE for more information.
What You Can Do:
- Be aware of the prescriptions in your home and their accessibility
- Get rid of expired and unneeded prescription drugs at the Big Red Barrel
- Lock It Up – locking up any substance sends a clear message that whatever is being locked away is unsafe for youth and you are not ok with them using it.
- Talk to prescribing doctors about…
- Risks of dependence to a medication such as a painkiller
- Question whether the amount being prescribed is really needed
- Talk to your kids about the dangers of taking medication not as directed or that is not prescribed to them. Talking about medicine safety is important for youth of all ages!
- Be aware of the messages you are sending to youth. For example… have you ever had a friend over and offered them an old painkiller to help with a headache?
The Campaign
Over the course of the rest of the school year you can expect to see rotating posters featuring 2016 MiPHY Survey data focusing on Prescription Drugs, Marijuana, Alcohol, and Tobacco.
The Positive Social Norms Campaign will run through the end of the current school year. In May, students will be encouraged to complete an online survey to evaluate the effectiveness of the campaign. The survey will be anonymous and confidential. If you are curious about the campaigns effectiveness you can take a look at the results from the 2015 campaign. (Click HERE).
If you are concerned by the data that this campaign is showing and would like to help reduce youth alcohol and substance use then there are a few things you can do to help!
- Join the SRSLY Manchester Coalition!
- Provide a safe, alcohol & drug free place for teens
- Talk to teens about the dangers, risks, and consequences of alcohol & drug use
- Support and encourage an alcohol and drug-free lifestyle
- Monitor and set boundaries for teens
- Know where your teens are, who they are with, and what they are doing
- Discuss with teens how the media promotes the use of alcohol and drugs
- Lock up your alcohol, prescription drugs, and tobacco
For more information, contact Lindsay Hannah at 734-476-0686 or Lindsay@srslymanchester.org. More information about the Michigan Profile for Healthy Youth (MiPHY) Survey can be found at the Michigan Department of Education website HERE. To learn more about the SRSLY Manchester Coalition visit their website HERE .
Frequently Asked Questions
What are Social Norms?
Much of people’s behavior is influenced by their perceptions of what is ‘normal’ or ‘typical.
How does a Social Norms Campaign work?
There are many areas in which people’s behaviors, attitudes or opinions could be shifted by using strategic marketing to realign their perceptions with reality. Informing people that the majority of their peers are acting in a positive or healthy way can create an environment in which people actively strive to emulate what they believe is typical of their peers. (Most of Us Program)
Where can I find more information about Social Norms Campaigns?
- The Most of Us Program (Tobacco Prevention, Alcohol Misuse Prevention, Seat Belt Safety) HERE
- The Truth (Tobacco Prevention) HERE
- The Majority Project (Challenging Pit Bull Stereotypes & Misinformation) HERE
What is the SRSLY Manchester Coalition?
Mission: “Helping Youth Make Healthy Choices”
SRSLY Manchester is a coalition that encourages members of our community of all ages to plan and participate in drug and alcohol free activities. In so doing, members promote personal and community health and wellness. Additionally, SRSLY Manchester strives to change community normss and policies that enable underage drinking, youth illicit drug use, and over the counter medication abuse and misuse.
What type of questions will the Evaluation Survey ask?
- Do you recall seeing or hearing about the campaign?
- Did information from the campaign result in discussions with parents and friends about how many teens are using alcohol and drugs?
- Did the social normss campaign change your beliefs about how many teens are using?
- Did this result in feeling reduced pressure to use?
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