State/Territory Underage Drinking Prevention Videos

Background: Underage drinking impairs judgment, endangers brain development, and can lead to alcoholism and drug addiction later in life. Although these consequences are universal, the challenges facing individual communities about underage drinking prevention are unique. That is why SAMHSA/CSAP, along with a team of multimedia specialists, is collaborating with States and Territories throughout the country to create individually produced, culturally relevant videos that tackle this issue in ways that resonate with local audiences.

Program Background: Since 2007, the Center for Substance Abuse Prevention (CSAP) has funded videos for 23 States and 2 Territories that highlight successes, share ideas, and support local underage drinking prevention communications efforts. Varying in duration from 5 to 15 minutes, the videos have been broadcast on television, streamed on agency and partner Web sites, screened for policymakers, and shown at town hall meetings and other community gatherings, to name just a few of the many ways local agencies have capitalized on this unique opportunity. By 2014, CSAP will assist the remaining States and Territories in creating videos of their own.

Kentucky made a video for parents that emphasized the need to set boundaries, keep up with technology, and talk amongst one another to keep their kids safe and sober. Utah chose to stress the importance of collaboration and encourage coalitions from around the State to work together. Guam took their message straight to the Territory’s youth—educating them about some of the dangers of underage drinking before showcasing several fun, alcohol-free, youth-driven initiatives happening on the island. Not only have the videos proven effective in educating audiences and encouraging citizens to get involved in local prevention efforts, but the production process itself has given States and Territories a blueprint for future multimedia activities and helped build or strengthen relationships among participants, stakeholders, and agencies.

Evaluation Methods and Results: There has been a limited process evaluation for the State/Territory Underage Drinking Prevention videos.  Overall, the States/Territory video project was successful as a platform to showcase the States’ underage drinking prevention activities. State contacts commented that they had positive experiences and were grateful for the opportunity to produce the video and work with such professional people.

Conclusions: Intended to increase knowledge of how a video can be an effective tool in health communication efforts, this workshop will include a maximum of three presenters, inclusive of a lead presenter/moderator. The presentation will provide content that is appropriate for all levels of experience and include information relevant for beginning, intermediate, and advanced professionals in the fields of prevention and video production. At certain points during the presentation, several of the completed videos will be shown in their entirety. The presentation will cover the following topics:

• History and overview of the project.
• Description of the video production process.
• Summary of feedback received from States and Territories.
• Question and answer session (time permitting).

Implications for research and/or practice: As the program has expanded we are shifting to a more comprehensive approach that will seek to obtain data on population level change. We are currently seeking Office of Management and Budget (OMB) approval to obtain these data.