This booklet focuses on establishing effective, meaningful, and forceful programs to prevent alcohol and other drug use by youth between the ages of 10 and 14. It looks at some of the most common developmental characteristics of this age group, and reviews the literature on how best to approach them with prevention messages. The focus is on marketing concepts that will reach young adolescents, and provide them with the information and skills they need to make wise decisions. The booklet is divided into four sections. The first section discusses characteristics and "normal" behavior in this age group. Issues such as risk-taking, super-sensitivity, feelings, physical growth, learning, values, and traits common in young adolescents are examined. The second section discusses risks associated with teenage alcohol and other drug use. Knowledge, attitudes, and practices of adolescents regarding alcohol and other drugs are explored. Information is presented from focus groups regarding how to present anti-alcohol and other drug programs to early adolescent youngsters. The third section addresses the concept of getting the message across to young people. Issues such as interpersonal communication, target audience, selecting the message medium, and message appeal are presented. The fourth section presents a framework for planning, developing, and promoting messages and materials for youth. Planning and strategy development, concept development, message development, promotion and distribution, evaluation, and feedback are presented as steps that constitute an ideal process. (LLL)