ERIC Number: ED422411
Record Type: Non-Journal
Publication Date: 1993
Reference Count: N/A
Reaching African-American Youth Who Live in High-Risk Environments. Technical Assistance Bulletin.
Substance Abuse and Mental Health Services Administration (DHHS/PHS), Rockville, MD. Center for Substance Abuse Prevention.
To support community efforts to reach out to African American youth confronted with high-risk environments in the cities, the Center for Substance Abuse Prevention has launched the Urban Youth Public Education Campaign. This campaign targets 9- to 13-year-old African American youth in high-risk inner-city environments. The campaign is designed to reinforce ongoing alcohol, tobacco, and other drug (ATOD) prevention efforts. In Phase 1, the campaign targeted youth in 14 major cities. In Phase 2, the campaign is reaching to more cities and collaborating with other agencies to form links between prevention and treatment professionals. This bulletin shares the lessons learned from the campaign's market research, campaign implementation, and materials development phases, and it includes suggestions for other programs. The market research indicated that ATOD use is low among African American preteens and adolescents under age 16, even though African American youth in cities are affected by drugs in other ways. A framework of use, involvement, exposure, and victimization was developed as a result of the market research, and this framework was considered in implementing the campaign in the cities through community collaborations for education and intervention. Suggested applications for other communities derived from early campaign implementation include: (1) address the entire spectrum of health issues and ATOD experience in the community; (2) extend prevention messages beyond issues of use to all levels of the ATOD experience; (3) emphasize the role of families and influential adults in ATOD problem prevention; (4) empower youth in the community; (5) foster positive activities in the community; and (6) use nontraditional messages and messengers. Some specific points for success in working with African American youth are also presented. (SLD)
Publication Type: Guides - Non-Classroom; Reports - Descriptive
Education Level: N/A
Authoring Institution: Substance Abuse and Mental Health Services Administration (DHHS/PHS), Rockville, MD. Center for Substance Abuse Prevention.