Back to the Future: Using New Technologies to Prevent and Reduce Underage Alcohol Use

Background: Through emerging technologies designed to deliver resources and information that motivate and engage audiences, the Substance Abuse and Mental Health Services Administration (SAMHSA) provides multifaceted, evidence-based approaches to enhance protective factors and reduce risk factors associated with underage alcohol use. SAMHSA partners with key stakeholders to strengthen the capacity of communities to deliver effective underage drinking (UAD) prevention programs and mobilize communities to implement environmental approaches in their UAD prevention efforts. This is occurring through targeted Web sites, Internet-based information delivery systems, Web-based multimedia, databases, interactive games for youth, touch-screen technology, UAD prevention videos disseminated through traditional and social media channels, and other digital vehicles.

Program background: Technology has been at the forefront of the SAMHSA UAD prevention activities. For example, SAMHSA will increase use of Web 2.0 technologies such as widgets, badges, interactive maps, online registration, and discussion boards to provide an avenue to obtain materials, training, and technical assistance needed to plan, promote, implement, and evaluate UAD prevention activities. Furthermore, SAMHSA funds and supports the dissemination of individually produced (i.e., not part of a series) videos that highlight successes in UAD prevention, share ideas, and support local prevention efforts through a variety of venues that capitalize on new media. Most recently, SAMHSA integrated multiple formats of audio, video and animation containing tailored UAD prevention messages to upgrade a touch-screen kiosk application designed to educate families, youth, and communities about the negative effects of UAD. Key features of new media include animated scenarios; quizzes; an interactive resource and fact map, video excerpts, and embedded quick response (QR) codes intended to share a variety of UAD prevention resources with mobile device users.

Evaluation Methods and Results: SAMHSA UAD prevention activities are evaluated using dynamic quantitative and qualitative analytical methods that capture use of resources and materials, implementation of products, and dissemination of products and materials. Surveys assessing knowledge and awareness about UAD among target audiences and its consequences are also evaluated. Since 2006, materials, training and resources using emerging technologies have been provided for over 5,000 UAD prevention events and videos have been produced and disseminated for 32 States, 3 Territories, and the District of Columbia. 

Conclusions: As technology continues to play an important role in UAD prevention, use of SAMHSA social media channels including Facebook, YouTube, Twitter, and the SAMHSA blog will deliver timely information to new and traditional audiences;  social bookmarking tools will allow users to store and share resources with their network of contacts;  UAD prevention videos will be reformatted as video podcasts to be made available via iTunes U, the education content arm of the iTunes service; and new media will impact the development and implementation of additional products and activities.

Implications for research and/or practice: This workshop will show how technology helps to promote the use of evidence-based environmental prevention strategies and recommendations for action from The Surgeon General’s Call to Action To Prevent and Reduce Underage Drinking. Challenges and benefits of establishing a sustainable national UAD prevention effort through cyberspace technology will be discussed. Participants will be introduced to the latest SAMHSA resources and products for UAD prevention.