Delegates Program - Alberta Centre for Injury Control & Research

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Parents Connect: This project used a positive norms approach to facilitate parental monitoring, family connections and clear rules and expectations to prevent harmful use of substances and associated risk taking behavior. Speaker: Stacie Pederson, Health Promotion Alberta Health Services, Central Zone What was the actual and/or potential alcohol-related injury issue(s) you identified in your community? Substance use is a concern among Stettler residents as shown through many discussions among professionals, media reports and parental enquiries The AADAC Alberta Youth Experience Survey (2005) shows that binge drinking increases significantly with age: 3.0% of students in grade 7 and 47.5% of students in grade 12 The AADAC Alberta Youth Experience Survey (2005) shows that hazardous drinking increases by age: 5.9% of grade 7 students and 39.9% of grade 12 students Potential alcohol-related injuries include impaired driving, violence, poisoning and falls What did you do to address the identified issue(s)? Parents Connect was developed in light of research where youth identified parental monitoring and supervision as the most important protective factor in keeping them drug and alcohol free. Reducing risk taking and subsequent injuries through parental monitoring was also factored into the project due to the correlation between substance use and injuries Parents Connect began by focusing on a social marketing campaign aimed at parents of middle and high school youth. Three main messages were developed and marketed along Hwy 12 at venues where families gathered and through local media outlets. Marketing consisted of restaurant place mats (information and activities included), community tool kits, posters, press releases, displays and local newspaper and school newsletter articles. The messages included: “I have friends. Only you can be my parent”; “Connected parents. The real superheroes in the fight to stop drugs”; “Your kids don’t have to go behind your back when you do stuff side by side.” All three messages were supported by the tagline, “ Parents Ask. Parents Care. Parents Connect.” Phase two of Parents Connect focused on a social norms campaign focusing on promoting positive peer pressure to both youth and parents that parental monitoring and supervision is the norm and that youth do want to spend time with their family. A social norms survey was conducted and marketing materials and weekly articles were used to promote the findings and messages Page 8 of 37
What outcomes did you observe? Phase 1 o 1/3 of surveyed parents were aware of the Parents Connect campaign o Those who were aware of the program identified the following as areas they learned more about as a result of the campaign: communication with my children (41%); time with family (37%); and parental monitoring (30%) o 78% of those who were aware of the campaign believed it made a difference in supporting their parental role Phase 2 Social norms survey results o Nine out of 10 students say: “When I’m not home my parents know where I am and who I am with” o Nine out of 10 students say: “My parents want me to call if I’m going to be late” o Nine out of 10 students report their family “has clear rules about alcohol and drug use” o Nine out of 10 students say their family “has clear rules about school attendance” o Eight out of 10 students say their family “has clear rules about household chores” Note: The evaluation plan for phase two, the social norms campaign, was not finalized as half of the committee members moved from the area reducing the manpower of the project significantly. However, the evaluation plan as it was intended can be shared. How might other Alberta communities use this information? Alberta communities seeking ideas to prevent substance use through a positive family and community relationships based approach, and consequently reduce intentional/unintentional injuries associated with their use, could adapt and adopt the materials developed by the Parents Connect project. This could include but is not is not limited to, background research, marketing materials, social norms questions, place mat design and resources. Two of the committee members remain in Stettler and could provide information upon request Contact: Stacie Pederson 403-740-7315 Stacie.Pederson@albertahealthservices.ca Page 9 of 37
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Delegates Program - Alberta Centre for Injury Control & Research

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