Name of Intervention/ Program
“Talk. They Hear You.”® campaign
Background and Situation Analysis
The Substance Abuse and Mental Health Services Administration’s (SAMHSA) mission is to reduce the effects of substance misuse and mental disorders on America’s communities. In particular, SAMHSA works toward underage drinking prevention by supporting state and community efforts, promoting the use of evidence-based practices, educating the public, and collaborating with other agencies and interested parties. “Talk. They Hear You.”® is a trademarked campaign that centers on the voices and experiences of the populations to be served. The campaign’s design, development, implementation, and evaluation reflect the application of data, prevention science, communications, collaboration, and strategic programmatic investments. The campaign aims to help parents and caregivers, educators, and community members: 1. Get Informed: Increase their awareness of the prevalence and risks of underage drinking and other substance use; 2. Be Prepared: Equip them with the knowledge, skills, and confidence to prevent or reduce underage drinking and other substance use; and 3. Take Action: Encourage and increase their actions to prevent or reduce underage drinking and other substance use.
Priority Audiences(s)
The “Talk. They Hear You.”® campaign’s primary audiences are parents and caregivers, educators, and community members.
Behavioral Objectives
The “Talk. They Hear You.” ® campaign’s objective is to provide parents and caregivers with information and resources to begin having early and often conversations about the risks of underage drinking and other drug use.
Description of Strategy/Intervention
Key strategies of the earned media campaign were to (1) secure prominent campaign coverage in several major media outlets and (2) leverage regional relationships in communities through town hall meetings and public health observances (e.g., SAMHSA’s Prevention Day and National Prevention Week) to further educate parents and caregivers of children under 21 about why and how they should talk with their kids about the dangers of underage drinking and other substance use. The campaign also hosts community engagement meetings throughout the year to interact with local groups that are implementing the campaign locally and to learn and share specific details about their prevention efforts.
Implementation
SAMHSA works to prevent underage drinking by supporting state and community efforts, promoting the use of evidence-based practices, educating the public, and collaborating with other agencies and interested parties.
Evaluation Methods and Results
In addition to the pilot sites, SAMHSA administered a national web survey to establish baseline attitudes, beliefs, and behaviors linked to underage drinking. Through “control” and “stimulus” groups, SAMHSA assessed longitudinal changes in underage drinking prevention behaviors and attitudes over a 3-month period. A small sample provided qualitative feedback on the content, layout, and delivery of the PSAs. – Assessing the issue: o Underage drinking is not a top-of-mind issue; less than half of all parents surveyed reported concern. o Education and conversations with children were the top two ways parents said they could prevent underage drinking. o Women are much more likely to have talked with their children about underage drinking. – Measuring our success: o Most parents exposed to the materials said they were believable; a third said the materials left an impression on them. o A quarter of parents exposed to the PSAs agreed the PSAs were among the best ads they had seen on underage drinking prevention. o A quarter of parents exposed to the PSAs said they would seek out more information about SAMHSA. o Parents exposed to the PSAs were much more likely to have talked with their children about the dangers of underage drinking in the last 3 months. o The “Talk. They Hear You.”® campaign is congressionally mandated and is evaluated and reported annually in the Report to Congress on the Prevention and Reduction of Underage Drinking. The campaign is currently in its seventh year and has expanded into an ongoing communications initiative and a trusted, credible brand.
Entry Letter: GG
