WDPH/CMRPHA recieved the Underage Drinking (UAD) prevention grant from the Bureau of Substance Abuse Services of the Massachusetts Department of Public Health.
The UAD prevention strategies:
1. The first strategy is to increase public awareness and concern about underage drinking by utilizing a community coalition and a social marketing campaign.
2. The second strategy is to educate adolescents about normative peer use of alcohol and promote positive behaviors using a social marketing campaign.
An objective of the Community Health Improvement Plan (CHIP) is to reduce the proportion of high school students using alcohol to below state rates between 2013 and 2020. Our current partners are the Worcester Youth Substance Abuse Prevention Task Force, Worcester Police Department, Worcester Public Schools, and Fallon Health.
WDPH contracted with HOPE Coalition to assist with the “I’m About This Life” social norms campaign at YouthNet in the summer of 2013. YouthNet is a city wide youth program, and over 900 youth were exposed to the campaign message through the program. This campaign is expanding throughout 2014 through a traveling art exhibit in various and strategic locations across the City of Worcester.
Our previously mentioned partners are continuing to expand the campaign by identifying additional opportunities and locations to promote the campaign. This process will be informed by data from the 2013 Youth Health Survey to enhance the campaign messages. The group is also working to expand into the other CMRPHA municipalities.