ERIC Number: ED422413
Record Type: Non-Journal
Publication Date: 1997-Jun
Reference Count: N/A
Urban Youth Public Education for the African American Community. Technical Assistance Bulletin.
Substance Abuse and Mental Health Services Administration (DHHS/PHS), Rockville, MD. Center for Substance Abuse Prevention.
The Urban Youth Public Education campaign was a Center for Substance Abuse Prevention initiative that embodied the concept of targeted programming in terms of cultural sensitivity and community participation. The Campaign, which began in 1990, targeted inner-city African American children, youth, and families in 14 initial sites. Other sites were added later. The processes and strategies of the Campaign provide an important model for the prevention community. This technical assistance bulletin synthesizes the lessons learned so that other African American communities can replicate the campaign for their youth. It also shows how effective it can be to target a program to a specific racial population. The market research associated with the Campaign showed that in the face of overwhelming odds, many African American youth manage to evade drug use, and the role of African American adults is influential and positive. These messages clarify campaign goals and provide direction for prevention themes and messages, and should be a basis for replicating the campaign in other communities. Replication begins with creating community ownership of the Urban Public Education Campaign. To magnify the positive messages from the market research, the Campaign's messages should stress that it is important for adults to serve as role models and that adult behavior sets an example for youth. It will be important to encourage innovation and promote the Campaign through a variety of traditional and nontraditional communication channels. Enlisting local sponsors, developing local materials and other educational materials, and sponsoring special events are all ways to get the Campaign's messages across. (Contains eight references.) (SLD)
Publication Type: Reports - Descriptive
Education Level: N/A
Authoring Institution: Substance Abuse and Mental Health Services Administration (DHHS/PHS), Rockville, MD. Center for Substance Abuse Prevention.