youth violence prevention social marketing campaign raise your standards, not your fists elihu...
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Youth Violence Prevention Social Marketing Campaign
Raise Your Standards, Not Your Fists
Elihu Brayboy
Wendy Loomas
Pinellas County Health Department
Violence Prevention Office
[email protected] - 727.824.6979
[email protected] - 727.824.6962
Pinellas County Demographics
Pinellas County is the most densely populated county in Florida
The county is completely urban Population is just under 1 million Racial make-up is approximately 88% white, 10%
Black (African-American primarily), 2% Asian About 3.5% Hispanic Includes 18 municipalities; largest cities are St.
Petersburg, Clearwater, Pinellas Park, and Largo School district is 7th largest in Florida serving 113,000
students in 144 schools
Pinellas County Health Department
Five major clinic sites with ~600 employees Just under 200 staff in home visiting programs Healthy Start and
Healthy Families Clinic sites primarily provide women’s health services, STD and
HIV testing and services, children’s and adult immunizations, and WIC; recent new division formed around wellness grant
Pinellas CHD has a strong reputation for partnering (e.g. ~80 home visiting staff are contracted through other agencies)
Pinellas CHD administration is committed to a grant philosophy that is non-competitive in nature – basically, we will be the lead if asked and no other local agency can or wishes to
History of Violence Prevention Office within Pinellas CHD
1997 NACCHO Conference June, 1998, Board of County Commissioners
proposed a $200,000 annual increase for CHD The Violence Prevention and Car Seat Safety
programs were created with 1 coordinator and 1 clerical staff each, October 1, 1998
The initial 2 projects for the VPO were to improve the Health Department’s response to domestic violence and to be involved with the Partnerships for Preventing Violence
VPO Projects – 1998-2003
Seeded a community mediation program following civil unrest in south St Petersburg
Created model form and policy for routine screening for domestic violence in CHD; statewide implementation occurred Spring, 2003
Partnered with 4 local agencies to implement Safe Start Partnership which improves the system response to young children who witness violence
Initiated workplace violence prevention policy and staff training throughout CHD
Partnered with school district to receive and implement 3-year Safe Schools/Healthy Students grant
Safe Schools/Healthy Students
Pinellas was in the first group of 54 school districts to receive this award
Pinellas was the only site that included a social marketing component in its application
Subcontract for CHD began in Dec, 1999 (~$100,000/year for 3 years)
CHD/VPO hired FT coordinator with private sector marketing experience
Coordinator subcontracted with local university for market research, and with local youth group to lead design of campaign
Social Marketing Model
Initial research indicated middle school was best focus audience
Subsequent research focused on how 11-14 year olds are most influenced
Meanwhile, high school-aged youth were trained in basic social marketing principles and worked with ad agency and university researcher to create and test market brand (slogan, logo/graphic, and tagline)
Youth also developed 6-session curriculum for 3 middle schools, designed for a team of high school youth to lead each middle school (ignoring the results of our own research!)
Product Roll Out
June, 2001, the Raise Your Standards, Not Your Fists graphic was unveiled at a press conference, followed by 50 billboards countywide for one year
October, 2001, skill-building workshops began in 3 middle schools; participants received campaign t-shirts, lanyards, stress balls, posters, pens; schools received mouse pads for all computer labs, more posters for hallways, and coffee mugs for staff
May, 2002 (end of school), 2 of the middle schools held peace rallies for all 6th graders
You’ve Got the Power to Stop the Violence
www.youvegotthepower.net
Campaign Message
Early Challenges
School system is not used to partnering, and did not assist in gaining entrée into schools
Initial grant recipients did not understand social marketing and expected us to create the brochures and advertising for their existing programs
Evaluator did not see the need to evaluate this component, so evaluation data is primarily narrative and anecdotal
Youth-led workshops did not work well, primarily because the youth had little experience/knowledge of the subject matter (nonviolence) and they were not an age group influential with 6th graders
3 years of funding, even with one year extension, was not sufficient to create both brand recognition among the focus audience and see meaningful results of skill-building workshops
Early Successes
About half way through, we discovered we were unknowingly following a Best Practice from the Surgeon General’s report on Youth Violence, and have continued to do so
A principal from one of the first middle schools to be part of the campaign named it in the newspaper as one of the key reasons his school received an “A” grade from the Governor
Middle school students throughout the county recognize the slogan, and most middle schools have at least posters
Due to staff turnover and vacancies, there were enough funds to continue an extra year
The Current Campaign
To improve effectiveness of workshops, we partnered with Alternatives to Violence Project to implement HIPP (Help Increase the Peace Program) using CHD and AVP staff as co-facilitators
Since Jan, 2002, conducted HIPP workshops in 3 middle schools and expanded to 5 alternative and drop out prevention sites (primarily girls-only)
Billboards are continuing and promotional items are constantly changing to respond to youth interests (e.g. black t-shirts, gel pens, sweatbands)
Just started in 4 elementary schools, Oct, 2003
Supplemental Activities
Sports-related youth summit African-American youth summit in
neighborhood center Work with staff and youth following homicide
on-site during event WIC staff retreat Urban League parent presentation
Funding Issues
Safe Schools funding ended Sept 30, 2003 VPO clerical staff changed positions, leaving salary dollars
behind, so we can temporarily fund the youth position CHD provided one-time funds for AVP co-facilitator, new t-
shirts, and billboards for this semester, ending Dec, 2003 Local domestic violence task force just received a CDC grant for
primary prevention, and they are considering funding the coordinator position through the CHD, and focusing the campaign on young boys and men; this may mean some campaign materials can be used in this campaign as well
The position recently became a permanent one, showing a commitment on the part of the CHD to continue this program
Benefits for CHD/Community
CHD staff has benefited by having on-site resources in domestic violence, child abuse, workplace violence, and youth violence
CHD clients have benefited by coming in contact with a more informed staff, and by having access to brochures, posters, etc on related topics
CHD has a strong presence, thanks to VPO staff, on committees and projects that were never before seen as public health issues
Statewide Injury and Violence Prevention efforts have increased, and Pinellas CHD is a key player in planning
Violence Prevention efforts in the county can now access public health resources in data collection and analysis through VPO staff