The
Goals of The Power of Choice are to:
- Support the majority of students
who are making healthy choices
- Correct misperceptions about underage
drinking and tobacco use
- Reduce underage drinking and tobacco
use
- Reinforce positive parenting habits
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To communicate our positive message, The
Power of Choice engages in what is called Social Norms Marketing.
Social Norms Marketing
is called an environmental prevention strategy, meaning that
it is impacting everyone in the environment - in this case
the high school community of Naperville School District #203
and Indian Prairie School District #204. Social Norms Marketing
uses research
data and a marketing plan to replace false perceptions of behavior
with accurate and true behavioral norms of the population.
What this means is that The Power of Choice campaign reduces
the number of students and parents who believe in the false
norm (that the majority of students use alcohol, tobacco or
other drugs, or that the majority of parents don't actively
support healthy choices amongst youth), and increases the number
of students and parents who believe the true norm (that most
students make healthy choices most of the time, and that their
parents support them).
Research data for the campaign was first collected in May
of 2001 through a random survey of students at all high schools
in Districts 203 and 204. Among the results, we found a huge
disparity between the actual use of alcohol, tobacco, and other
drugs, and the perception of use. Students mistakenly believed
that the majority of their peers were using substances, when
the reality was the majority of their peers were making healthy
choices. The Power of Choice wasted no time in implementing
a communication campaign in the schools to let students know
this good news.
In the years since that initial survey, the
campaign has grown by leaps and bounds. An informational campaign
about true norms
regarding alcohol was enacted. More partners have been added
to the coalition. Surveys are now conducted in the schools
annually and with all high school students surveying over 12000
students. Campaign members present regularly in classrooms,
and at school and community functions to continually spread
the message of the true norm that most high-school ages youth
neither drink nor smoke.
Among the future plans for The Power of Choice
is an expansion of the campaign to include parents. In August
2005, a survey
was taken of the parents of high school students in Districts
203 and 204. Data gathered from that survey is currently being
packaged into communication materials that will be distributed
to parents in the spring of 2006. Watch for it.. parents
have some misperceptions too! Most parents will
find
the information empowering in their role as a parent.
The Power of Choice has expanded to include
parents. In August 2005, a survey was taken of the parents
of high school students in Districts 203 and 204. Parents
have participated in the survey in 2006 and 2007 as well. The
annual survey is administered through the school registration
process. Data gathered from these surveys is currently
available in the form of a brochure (see below) Watch
for it.. parents have some misperceptions too! Most parents
will find the information empowering in their role as a parent
to teens and younger children.
The campaign consists of:
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