Presentation on universal prevention of the drug phenomenon and public education in this field

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1 Presentation on universal prevention of the drug phenomenon and public education in this field Artur Malczewski Reitox Focal Point National Bureau for Drug Prevention in Poland International Conference New trends in the area of alcohol, tobacco and drug prevention and control 16 November, 2011 Seimas of the Republic of Lithuania, Gedimino av. 53, Vilnius

2 Tasks of National Bureau for Drug Prevention (NBDP) The main aim is to take drug demand reduction measures. In 2001 the Bureau s tasks were extended by coordination all activities of reducing drug demand and monitoring the implementation of the National Programme for Counteracting Drug Addiction Initiating and working on new legislative solutions Drafting National Programme for Counteracting Drug Addiction (NPCDA) and coordinating and monitoring its implementation, adopting strategy in line with EU priorities Supporting actions in demand reduction at local and regional levels Development of actions in prevention, rehabilitation and harm reduction Supporting and providing trainings for different groups of experts dealing with counteracting drug addiction Undertaking actions aiming to improve quality of prevention, rehabilitation and reintegration programmes Strengthening administrative (Council) and informational structures (National Focal Point) Preparing and launching anti-drug campaigns Conducting common international research projects e.g. ESPAD, European Quality Standards in Drug Prevention Cooperation with international organizations (EMCDDA, WHO, Pompidou Group, UNDCP)

3 Drug prevention in Poland Institutions main actors Law, regulation Ministry of Education Schools Ministry of Health NBDP Centre for Development of Education Tools Act of 29 July 2005 on counteracting drug addiction. National Programme for Counteracting Drug Addiction Provincial (16) and communal governments (2500) Database of Recommended Prevention Programmes NGO Institute of Psychiatry and Neurology System of recomendation

4 Drug prevention in Poland Alcohol licence fees are used to finance substance prevention (approx. EUR 125 million for alcohol prevention and EUR 16 million for drug prevention in 2009) Communal and provincial governments commission prevention programmes based on previously designed local and provincial anti-drug strategies NGOs are mostly responsible for prevention activities in Poland A large market of prevention services hundreds of programmes developed and implemented by NGOs Both local authorities and programme providers recognized the need to develop prevention standards

5 System of recommendation for prevention and mental health promotion programmes In 2009, a pilot assessment project of the recommendation system was conducted. Works on the recommendation system for prevention and health promotion programmes were launched upon initiative of the NBDP under the NPCDA The framework of the recommendation system was designed by the working team included representatives of institutions listed in the NPCDA as responsible for implementing the recommendation system, i.e: the National Bureau for Drug Prevention the Centre for Development of Education the Institute of Psychiatry and Neurology the State Agency for Solving Alcohol Related Problems The system implementation was coordinated by the National Bureau for Drug Prevention.

6 Recommendation system Recommendation system aims Raising quality of prevention and health promotion programmes. Disseminating evidence-based practices/prevention and health promotion programmes. Promoting effective prevention strategies and programme development methods. Object of recommendation: Evaluation of the following types of programmes: promotion of mental health, substance prevention (drug prevention, alcohol prevention) Problem (risky) behaviour prevention in children and adolescents.

7 Grounds for programme assessment Recommendation system exists in the form of a document entitled Standards and quality criteria of health promotion and prevention programmes. The document provides guidelines for describing a programme which might be passed for evaluation and consequently be granted the status of a recommended programme Respective categories refer to programme s components and implementation stages (stage of planning and situation assessment, aims and activities, evaluation). Each category corresponds to a standard and assessment criteria.

8 Grounds for programme assessment standards Period since programme was implemented Problem/phenomenon description Programme aims and objectives Programme framework Target population Outcome Indicators Activities/tasks Funding/resources Implementation methods Process evaluation Outcome evaluation Sources of information in the programme Possibility of disseminating the programme

9 Three levels of recommendation Level 1. Promising programme its positive impact on behaviours and/or problems experienced by the target population has not been confirmed by sound methodological studies. However, its reasonable theoretical framework and previous implementation experiences evidenced by process evaluation results make one believe that the programme is likely to bring expected effects. Level 2. Good practice programme whose outcome evaluation referred to changes in intermediate factors (programme s specific objectives) and not the very changes in behaviour (programme s general aim), or it was conducted right after the intervention or it did not meet other methodological criteria. Level 3. Model programme results of sound methodological studies according to the criteria of Randomized Control Trial (random selection of respondents, sufficient sample to prove expected results, conducted by external experts, etc.) confirm a positive impact on problem behaviours and at least one year after the programme was completed (delayed outcome).

10 Public education in Poland

11 Find time for your child General aim- highlighting role of family as protective factor in preventing drug use Target group: general population, parents Providing basic information on: drugs, alarming symptoms, role of family Communication tools: leaflets, posters, advertisements in national daily Promotion of International Day against Drug Abuse and Illicit Drug Trafficking on 26 June Campaign sponsored by National Bureau for Drug Prevention in cooperation with regional addiction experts Main theme of communication: informative Starting discussion on drugs and drug addiction in media, role of family, broad target group

12 Drugs best way out is not to get in General aim sensitizing adolescents to the fact that using drugs is related to serious health and social harm, Target group: adolescents, Communicating basic facts on harm of relevant drugs, Parallel actions: increasing safety of adolescents in recreational settings. Communication tools: TV adverts, leaflets, posters, Promotion of Antidrug Hotline Campaign sponsored by NBDP in cooperation with regional addiction experts and to limited extent with media houses and advertising agency Main theme of communication: negative, informative First campaign targeting adolescents of such scope that was based on negative warning message; antidrug hotline promotion, broad target group

13 2004 Drug-free universities General aim sensitizing students to the fact that using drugs is related to serious health and social harm Target group: university students (related to epidemiological findings) Communicating basic information on harmfulness of relevant drugs, risk related to combining alcohol and drugs, breaking down myths of relevant substances Quantitative studies in target group, dissemination of study results Communication tools : leaflets Promotion of Antidrug Hotline follow-up Under 2004 campaign National Bureau supported preventive measures taken in student community (under National Antidrug Action Drug-free universities upon initiative of Ms Barbara Labuda, Secretary of State in Chancellery of President of Republic of Poland) Main theme of communication: information provided by means of persuasion techniques Narrow target group, interdepartmental cooperation, departure from negative message

14 Closer to each other further away from drugs General aim underlining role of good communication in family as protective factor in preventing drug use and most importantly drug addiction. Target group: parents of adolescents (content featured father-son relationship) Providing basic information on drugs, alarming symptoms and most importantly promotion of communication and role of everyday talk in building proper relationship with child Qualitative and quantitative studies before campaign and evaluation Communication tools: ATL (TV, radio, Internet, Cinemas, press), BTL (brochures, posters) Promotion of Antidrug Hotline and Online Counselling Centre Campaign launched in cooperation with advertising agency and key media in Poland as well as support at local and regional level Main theme of communication: positive Research, positive message, broadening coverage, professional selection of media, number of partners

15 Closer to each other further away from drugs - continuation General aim raising importance of communication QUALITY within family as protective factor in preventing drug use and most importantly drug addiction. Target group: parents of adolescents (content featured father-son relationship) Providing basic information on drugs, alarming symptoms and most importantly promotion of communication and role of everyday talk in building proper relationship with child Qualitative and quantitative studies before campaign and evaluation Communication tools: ATL (TV, radio, Internet, Cinemas, press), BTL (brochures, posters), nonstandard media (buses, trains, underground under local actions) Promotion of Antidrug Hotline and Online Counselling Centre Campaign launched in cooperation with advertising agency and key media in Poland as well as support at local and regional level Main theme of communication: positive 2-year project, positive climate, non-standard media, broad regional/local coverage, evaluation

16 ,,Support for regional and local communities to prevent drug addiction on the local level Aims: project promotion- building broad coalition involving all key social partners to implement drug prevention actions. Mobilising local communities to take responsibility for drug prevention. Developing draft legal changes intended to support local communities in drug prevention. Communication tools: local press, Internet Campaign launched in cooperation with Foundation in Support of Local Democracy Transition Facility 2004,,Support for regional and local communities to prevent drug addiction on the local level " Main theme of communication: informative and promotional EU funds, professional project promotion at local level

17 Watch your drink Aims: Modelling behaviours related to safe fun in recreational settings as response to threat of substances used for criminal purposes (e.g. GHB), i.e. to incapacitate victims by adding such substances to drinks with intent to commit rape, theft or another offence. Target group: young people, club and disco goers Non-standard media W4OCZY, Internet Broad scale social campaign conducted by local implementers (Marshal s Offices, Municipal authorities, Communal authorities, Police Headquarters, etc.) posters, promotion of Main theme of communication: behavioural, positive Quick response, behavioural message, low cost, building social coalition

18 Do you know what you are carrying? General aim: Protection of Polish tourists against inadvertent trafficking of illegal psychoactive substances Target group: tourists at airports Tool: leaflet distributed at airports during summer holidays Main theme of communication: informative Precisely targeted action

19 2009 Legal highs can burn you out Face the facts Aims: Information and education of young people on consequences of using psychoactive substances contained in legal highs Target group: young people, disco and club goers Public Relations Actions Media Internet Broad social campaign conducted by local implementers (Marshal s Offices, Municipal authorities, Communal authorities, Police Headquarters, etc.) posters, promotion of Main theme of communication: informative and partnership-based Quick response, precise targeting, social coalition, low cost, Internet

20 DON T DRUG DRIVE. DRUGS TURN OFF YOUR BRAIN 2009 Campaign targeted young people aged 16 25, disco and club goers, engaging in risky behaviours, including driving under the influence of drugs, socalled return rides from parties Message was emotional in character, based on symbols and showing whole range of consequences of risky behaviour Message targeting both drivers and potential passengers

21 DON T DRUG DRIVE. DRUGS TURN OFF YOUR BRAIN Communication tools: television, radio, posters, mini billboards; press poster, campaign gadgets, website on effects of relevant groups of substances on driving performance, events/club actions (Warsaw, Gdansk, Gdynia, Sopot, Silesia), Public Relations Actions (including media monitoring), online banner action and on Youtube.com, cinemas. Campaign awarded in the international Impact Awards 2009 competition by League of American Communication Professionals ( TM).

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23 DON T DRUG DRIVE. DRUGS TURN OFF YOUR BRAIN 2009

24 Don t drug drive. Drugs and alcohol turn off your brain Continuation of 2009 edition Coming back home safely is especially important for party-goers aged Good fun and no imagination prove to be fatal for them. The responsibility is shared by both drivers and passengers. Previous edition of the campaign played heavily on emotions. The second edition focused on building positive relationships with young people. The message based on the ideas of harm reduction.

25 Don t drug drive. Drugs and alcohol turn off your brain The campaign featured a website containing basic information on the effect of drugs and alcohol on the driving performance and the website users could enter a campaign-related competition. Radio and TV spots as well as posters and other campaign materials were prepared TV spot was given an important issue award by TV viewers: MTV Spoters Awards 2010

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28 Features of preparing media campaigns Polish experiences Defining social problems related to drugs and drug addiction and their mechanisms by means of research tools: quantitative and qualitative studies based on epidemiological data. Narrowing definition and communication means to selected target groups in order to enhance impact of persuasion message Increasing coverage of projects Emphasis on adequacy and effectiveness of actions in relation to campaign aim and target groups Application of non-standard forms of communication and media including role of PR interventions Transferring actions into the Internet as young people s medium Developing solutions for local communities in order to adapt actions to needs of local communities Departure from stereotype of negative campaigns in favour of positive and behavioural ones

29 Thank you!

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