LANSING SCHOOL DISTRICT
STUDENT SUMMIT
Introductions
3 Truths and a Lie
Step 1:

On your index card write down 3 things about yourself that are
true and 1 that is false.
Step 2: Count off into groups
Why a Social Media Campaign?
Why a Social Media Campaign?

To educate people
 What
don’t people ALREADY know about underage
drinking?
 Teach others what can be done about the problem

Clarify what people believe is “normal”
 Social

norms marketing
Advocate for change
Using Social Media for Education

What do YOU know about underage
drinking?
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
What Everyone Probably Already
Knows…
Using Social Media for Education
Do
your peers all know this?
Do your parents?
Do your teachers/school policy
makers?
Some Things They May NOT Know…
New Brain Research – According to an American Medical Association report:
 “Our brains go through important transformations during adolescence.”
 Studies show “that alcohol use during the adolescent years is associated with
damage to memory and learning capabilities as well as to the decisionmaking and reasoning areas in the brain.“
 “Frontal lobe development and the refinement of pathways and connections
continue until age 16, and a high rate of energy is used as the brain matures
until age 20. Damage from alcohol at this time can be long-term and
irreversible.”
http://www.drugfree.org/teenbrain/science/index.html
Some Things They May NOT Know…
The legal consequences for parents (not just youth)

For Parents:
 It is illegal to provide alcohol to minors, even in their own
home (*Fines are up to $1000 and/or up to 60 days in jail
and possible community service)
 It is illegal to provide a fake ID to anyone under 21
 They are legally responsible for anything that might happen
to a minor who has been served alcohol in their home
 They may be subject to criminal prosecution and fines
 If they furnish alcohol to a minor, they may be liable for
monetary damages caused by that individual
http://www.drugfreeactionalliance.org/pwh.php
Do you know what the legal consequences
are for underage drinking?
Do you know what the legal consequences
are for underage drinking?





Fine $100
If you are under 18, your parents will be notified
May receive court imposed requirements for
education, screening, assessment, treatment, and/or
community service
Upon successful completion of requirements, the
court may declare “no conviction” so that there is
not a misdemeanor record
Entered into a statewide tracking system with the
Secretary of State
Some Things They May NOT Know…
Newer alcohol products and marketing trends –
Alcohol Energy Drinks

A 2008 Wake Forest University School of Medicine
study concluded energy drinks premixed with
alcohol:
 Reduce
participants’ perception of level of intoxication
 Is associated with increased heavy drinking and more
episodes of weekly drunkenness
 Is associated with a significantly higher prevalence of
negative alcohol-related consequences
Some Things They May NOT Know…
Newer alcohol products and marketing trends – Alcohol
Energy Drinks
The industry’s three-point-plan for targeting youth:
1) create brand confusion with nonalcoholic versions
2) provide a cheap alternative to mixing energy drinks
with alcohol
3) deploy youth-friendly grassroots
and viral marketing
Brand Confusion
Which Contain Alcohol?
Brand Confusion
Which Contain Alcohol?
Clarifying Social Norms



Social Norms are people’s beliefs, attitudes, and
expectations about the behaviors that are
considered normal or acceptable in a certain social
environment.
Students often have exaggerated views of how
much their peers use alcohol and other drugs (AOD).
These exaggerated views may increase students
own AOD use to fit in with what they think is
“normal.”
Definitions and information retrieved from The U.S. Department of Education’s
Higher Education Center
Social Norms Marketing


Social Norms Marketing (SNM) uses commercial
advertising techniques to correct the misperceptions of
social norms.
 THIS leads to decreases in the perceived
pressure to use AOD.
Instead of identifying problems, SNM messages use
statistics and nonjudgmental messages about the
MAJORITY of students who do NOT use in order to
encourage that behavior in others.
Definitions and information retrieved from The U.S. Department of Education’s
Higher Education Center
Did You Know…
The MAJORITY of High School students in the Lansing
area (Clinton, Eaton, and Ingham counties) have
reported NOT drinking alcohol in the past month
Clinton Eaton Ingham
% NOT drinking in
past 30 days
70.8% 66.9%
75.7%
2007-2008 data collected through the Michigan Profile for Healthy Youth
(MIPHY) survey: www.michigan.gov/miphy
What do YOUR peers
say?
www.mostofus.org
http://mostofus.org/tools.php
Advocating for change

Advocacy:
Advocating for change
Ideas from others:
 Facebook – Students against tobacco in movies
 CAMY
 Alcohol Energy Drinks



National Advocacy Efforts: The Attorneys General of 28 states, Guam, and
the District of Columbia wrote to the Alcohol and Tobacco Tax and Trade
Bureau requesting that they review the formulation and marketing of
alcoholic beverages that contain caffeine and other stimulants. They said,
“We believe that alcoholic energy drinks constitute a serious health and
safety risk for America’s youth.” As a result of the national push to ban
alcohol energy drinks, Anheuser-Busch and Miller-Coors have both agreed
to stop adding caffeine and other stimulants to TILT, Bud Extra, and
SPARKS.
State-Level Advocacy Efforts – MADD Michigan has taken the lead
Local Advocacy Efforts – What some school districts have done…
…Are there any issues here in your school/the Lansing area that you would
like to see changed?
What Audience Should YOU Target?
The Four Guiding Questions:
 Where do your peers get alcohol?
 Where do your peers use alcohol?
 How and why do your peers get away
with using alcohol?
 What makes your peers think they want
to use alcohol?
What Social Media Are People Using?

Your Peers?

Parents?

Teachers/School Policy Makers?
How do we get messages to where they already
are… (no need to invent a new technology – use
what they’re using!)
 Does
too?
this mean we should use some “old school” media,
LUNCH!
Creating Prevention Messages and
Social Media
We are trying to change rates…
…not individuals
Developing Messages: What’s the
problem?
1.
2.
3.
It’s an adolescent thing…
We have made it way too easy for your friends to
misbehave.
There is an assumption that EVERYBODY’S DOING IT!!
Developing Messages: What’s the
problem?
1.
Brain-iologically, what message will work for you and
your peers…
…scaring you, or focusing on long-term health consequences
won’t work.
2.
Many of us adults have made it way too easy for your
friends to misbehave…
…we let you have it, let you party upstairs, don’t hold you
accountable, and don’t always recognize problems or enforce
rules already in place.
3.
There is an assumption that EVERYBODY’S DOING IT!!
…they aren’t.
Keep in mind…





Scaring your friends won’t get you too far
Making them think about their decisions MIGHT
work
Adults need to get the message
Everybody isn’t doing it
You can say things that we can’t… and people will
listen!
Guidelines for Using Social Media

(Main Points from Ken’s thing)