Keep It Real E U D L Presentation Completed

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Keep It Real E U D L Presentation Completed

  1. 1. Keep It Real:Involving Youth in a Community Effort to Reduce Underage Drinkingwww.keep-it-real.us<br /> Mike Kleinpeter ♦ Arthur Rouse<br /> Jacqui Powell ♦ Laura Pait Courtney Cheatwood ♦ Ashley Dones<br />
  2. 2. Keep It Real:Involving Youth in a Community Effort to Reduce Underage Drinkingwww.keep-it-real.us<br /> Mike Kleinpeter<br />B.A. Criminal Justice – Indiana University<br />B.S. Psychology – Indiana University<br />Received C.P.P. Credentials in 2007<br />Keep-It-Real Campaign Coordinator<br />State Chair for the KY Youth Empowerment System<br />Assistant Director at Bluegrass Prevention Center<br />
  3. 3. Keep It Real:Involving Youth in a Community Effort to Reduce Underage Drinkingwww.keep-it-real.us<br />Arthur Rouse<br />B.A. Cinematography, Florida State University<br />M.A. Educational Technology, Pepperdine<br />Founder, Filmmaking Certificate Program, Bluegrass Community and Technical College<br />Managing Director, The Kentucky Film Lab<br />Owner/Operator, The Media Collaboratory<br />
  4. 4. Keep-It-Real<br /><ul><li>Funded by OJJDP through Kentucky State Police Enforcing Underage Drinking Laws Initiative
  5. 5. The campaign is currently in its fifth year and continues to grow</li></li></ul><li>Learning Objectives<br /><ul><li>How to facilitate a creative approach for the prevention of underage drinking by youth
  6. 6. How to mobilize key business partners </li></ul> (civic engagement) as well as youth leadership.<br /><ul><li>How to have a comprehensive initiative that utilizes current youth markets.</li></li></ul><li>Begin with one component: Video Contest<br />Youth are more likely to hear the message when it is created by youth.<br />Youth produce 30 second videos<br />All entries posted on our website www.keep-it-real.us<br />Community members vote on the Internet for their favorite videos<br />
  7. 7. Collaboration<br />Winning videos air on television<br />Winning videos also air at cinemas during the trailers<br />Campaign promoted through news coverage, talk shows, and school visits<br />Awards ceremony to recognize students for their effort held at local theatre<br />
  8. 8. A Leader With an Idea:<br />Pepperdine Experience:<br />Filmmaking: A collaborative Model for <br /> learning and leadership<br />
  9. 9. Pepperdine Experience<br />“Of course you learn by yourself. No one can learn something for you.”<br />
  10. 10. Pepperdine Experience<br />Learning needs to be authentic and relevant to the learner<br />
  11. 11. Pepperdine Experience<br />Filmmaking: An innovative approach for connecting classroom to community!<br />
  12. 12. Connections<br />Keep-It-Real allows participants to engage in peer-to-peer dialogue in a non threatening way, then allows them to attain leadership positions within their peer community through effective and relevant communication.<br />
  13. 13. Recognition<br />Why Start?<br />
  14. 14. Civic EngagementDevelop a Broad Base of Support<br />A group of community members came together to do something about underage drinking because the statistics were alarming<br />The 30 day use of alcohol as reported from students in the Kentucky Incentive for Prevention survey found that 22% of 10th graders report drinking in past 30 days along with 42% of 12th graders<br />
  15. 15. Civic EngagementDevelop a Broad Base of Support<br /><ul><li>Start with established groups:
  16. 16. CHAMPIONS</li></ul>(Mayor’s Alliance on Substance Abuse)<br /><ul><li>LOCAL KY-ASAP BOARDS</li></ul>(Agency for Substance Abuse Policy) <br /><ul><li>Partner with youth organizations
  17. 17. Include elected officials and media representatives</li></li></ul><li>Recognition<br />Don’t Drink, Just Think<br />
  18. 18. Components<br /><ul><li>Education
  19. 19. Youth Involvement
  20. 20. Recognition
  21. 21. Challenges/Barriers</li></li></ul><li>Education/Awareness<br /><ul><li>Video Editing services went into local high schools promoting contest and raising awareness about underage drinking
  22. 22. Bluegrass Prevention Center presented at middle and high schools in 17 counties.</li></ul> We presented all aspects on underage drinking including youth produced videos.<br />
  23. 23. Education/Awareness<br />Bluegrass Prevention Center distributed brochures and information at the KY State High School Football Championship. <br />
  24. 24. Education<br />We partnered with the University of Kentucky College of Nursing where 2 interns went into classrooms and presented to high school students on youth advocacy and underage drinking<br />Bluegrass presented at alternative schools and any other youth venue we could identify.<br />
  25. 25. Involve Youth In the Process:Our Poster Promoting the Video Contest<br />Enter<br />by <br />Dec. 6, 2004<br />Winner <br />On TV<br />www.keep-it-real.us<br />
  26. 26. Involve Youth In the Process:Our Poster Promoting the Video Contest<br />
  27. 27. Involve Youth in the Process<br />Press Conference held at the local Government Center, to build awareness and interest in the prevention of underage drinking.<br />
  28. 28. Education<br />How teachers use Keep-It-Real in the classroom<br /><ul><li>Health Teachers: Use In lessons about dangers of underage drinking
  29. 29. STLP Teachers: Part of the course work to make public service announcements
  30. 30. Information and videos played during morning announcements</li></li></ul><li>Education<br /><ul><li>Bombarded with “facts”</li></ul> Facts alone won’t change their thinking<br /><ul><li>Peer influence strong</li></ul> What they hear from other youth makes a strong impact<br /><ul><li>Need consistent, community-wide message</li></ul> The message must get their attention and be repeated frequently <br /><ul><li>Reinforced at home</li></ul> Any effective program must include parents<br />
  31. 31. Parent Education<br />
  32. 32. Parent Education<br />Lexington Family Magazine runs <br /> bi-monthly articles in local newspaper to educate families about underage drinking<br />Lexington Family Magazine has interviewed and done feature stories on the winners for the past 5 years <br />
  33. 33. Youth Involvement<br />Showing statistics alone doesn’t make an impact <br />Using creativity and visual images helps to make an impact!<br />
  34. 34. Jacqui & Laura Video<br />She’s Always Watching<br />
  35. 35. Jacqui & Laura Youth Involvement<br />How did you come up with the idea to make your video?<br />Why did you enter?<br />Do you think your video has made a difference at school or in your community?<br />
  36. 36. Jacqui & Laura Youth Involvement<br />What do other students think about your video?<br />Did you have family or friends help make the video or go online and vote?<br />Have many people seen your video? How do people in the community respond to your video?<br />
  37. 37. Courtney & Ashley Video<br />Live Life Through Your Dreams<br />
  38. 38. Courtney & Ashley Youth Involvement<br />How did you come up with the idea to <br /> make your video? <br />Where and how did you recruit participants to be in your video?<br />What do other students think about your video?<br />
  39. 39. Courtney & Ashley Youth Involvement<br />Has making this video caused you to think differently or change your attitude regarding underage drinking?<br />What components make this contest so effective?<br />Recognition<br />Support<br />Leadership<br />
  40. 40. Continuum in Message<br />Videos impact elementary and middle school students, not just high school students<br />To increase involvement we sponsored a middle school poster contest<br />
  41. 41. Participation in Poster Contest<br /><ul><li>First year: 2005-2006 for Poster Contest
  42. 42. 9 participating middle schools
  43. 43. Over 700 posters
  44. 44. Recognition event held at Mall Theatre</li></li></ul><li>Winners of Poster Contest<br />
  45. 45. <ul><li>Second year: 2006-2007
  46. 46. 13 participating middle schools
  47. 47. Over 1000 posters
  48. 48. Recognition event held in conjunction with video awards ceremony</li></li></ul><li>2nd Runner-upDestry HawkinsFranklin County<br />
  49. 49. People’s ChoiceKristina SchulmanWoodford County<br />
  50. 50. Judges Pick/Grand PrizeHolly CarterMadison County<br />
  51. 51. Challenges of the Poster Contest<br /><ul><li>Middle school students loved contest
  52. 52. It was labor intensive to collect, coordinate,</li></ul> and promote poster contest<br /><ul><li>Lack of funding and manpower caused us to discontinue contest</li></li></ul><li>Keep-It-Real Video<br />Have A Reason Not To<br />
  53. 53. Recognition<br />
  54. 54. Recognition<br /><ul><li>Awards ceremony at historic Kentucky Theatre </li></ul> in downtown Lexington<br /><ul><li>Civic engagement – Many community leaders involved
  55. 55. Sponsors presented awards – “May I have the envelope, please?”
  56. 56. 300 participants and their families attend yearly
  57. 57. Youth performed their original song on stage</li></li></ul><li>Recognition<br />Community volunteers man the tables and pass out soda, popcorn, and candy <br />Truly is like going to the Oscars: “The winner for best art direction is…“<br />The winning video plays on screen, the winners come up, receive their awards and have their picture taken in front of the Oscar statues<br />
  58. 58. Mayor Newberry and Henry Clay Winners<br />
  59. 59. Youth Led the Way<br />2004 Emcee & Bluegrass RPC Director<br />
  60. 60. <ul><li>Joe Elswick has been our Emcee for the event since 2005</li></li></ul><li>Kentucky Theatre Oscar Night Theme<br />
  61. 61. Bryan Station Students Entertained<br />
  62. 62.
  63. 63. Keep-It-Real Video<br />Think Don’t Drink<br />
  64. 64. Media Coverage<br /><ul><li>Meet with local media in advance
  65. 65. Be available to comment on news stories
  66. 66. Keep it Real has had extensive publicity
  67. 67. Articles in Herald-Leader and other county newspapers
  68. 68. Monthly coverage in Lexington Family Magazine
  69. 69. Extensive TV coverage
  70. 70. Numerous talk show appearances
  71. 71. Winning video aired on local cable and network affiliate along with cinema</li></li></ul><li>Youth Leadership<br /><ul><li>Youth assist with Media
  72. 72. Youth have been interviewed with articles appearing in the Lexington Herald Leader, Central Record, Lexington Family Magazine, WKYT-TV, WTVQ-TV, and WEKU Radio, Fayette County Public Schools, and GTV3
  73. 73. Articles have appeared also in Champions Chatter, Stu’s News, ASAP Connection, and the News Enterprise</li></li></ul><li>Recognition<br />
  74. 74. Winners<br />
  75. 75. Smile<br />
  76. 76. Interview with Media<br />
  77. 77. Winners<br />
  78. 78. Recognition<br />Grand Prize Winner<br />People’s Choice<br />Best Acting<br />Best Comedy <br />Best Direction<br />Best Picture<br />Best Drama<br />Best Depiction <br /> of Message<br />Best Cinematography<br />Best Use of Music<br />Best Art Direction<br />Best Editing<br />Most Original<br />Best Foreign Language<br />
  79. 79. Grand Prize Winners!<br /><ul><li>Grand Prize winners recognized in front of minor league baseball crowd.
  80. 80. Winning video put on jumbo-tron</li></li></ul><li>Keep-It-Real @ Legends<br />
  81. 81. Celebrate Your Success!<br />Photos here<br />
  82. 82. Keep-It-Real Video<br />Cooking with Katie<br />
  83. 83. What are the Outcomes?<br />Increased youth and community involvement<br />Expansion of youth recognition<br />Increase in Underage Drinking prevention messages<br />
  84. 84. What are the Outcomes?<br />Cinema airtime<br />Fayette County: PSA will air 4800 times this year<br />Garrard County: PSA has aired 2400 times<br />
  85. 85. What are the Outcomes?<br />Cable airtime<br />Fayette County Airtime: commercials aired 540 times this year<br />Elizabethtown Airtime: PSA has aired 256 times<br />
  86. 86. What are the Outcomes?<br />
  87. 87. Trend data for self-reported 30 day use of alcohol. <br />Source: KIP Data<br />
  88. 88. Trend data for self-reported binge drinking.<br />Source: KIP Data<br />
  89. 89. Keep-It-Real Video<br />Prevention Starts With You<br />
  90. 90. Community Engagement<br /><ul><li>Keep-It-Real Quarterly Talk show
  91. 91. Youth talk about issues such as underage drinking. These talk shows air repeatedly on the government channel </li></ul> where youth ideas and<br /> opinions are shared<br />
  92. 92. Engagement<br /><ul><li>Underage Drinking Town Hall Forum
  93. 93. Youth and adults were brought together to discuss issues in our community around underage drinking
  94. 94. Local elected officials and over 100 participants attended</li></li></ul><li>Youth Leadership<br /><ul><li>Youth serve as keynote speakers
  95. 95. Joe Elswick was the </li></ul> keynote speaker at the <br /> statewide <br /> Champions/KY-ASAP <br /> Annual Conference<br />
  96. 96. Youth Leadership<br /><ul><li>Youth assist with presentations
  97. 97. Youth have played a role in community education at Bluegrass
  98. 98. They have presented outside of Fayette County at FACES forums in Woodford County
  99. 99. Youth also work with local law enforcement in doing presentations in the community</li></li></ul><li>Connections<br /><ul><li>Past three years youth have attended </li></ul> EUDL Conferences<br /><ul><li>Many youth who </li></ul> have attended the <br /> EUDL training now <br /> serve on local ASAP <br /> and Champions boards as youth representatives!<br />
  100. 100. Part of the Solution<br /><ul><li>Former Keep-It-Real participants have been contracted to make PSAs around marijuana prevention
  101. 101. Already have received 2 PSAs and 3 more are currently in production
  102. 102. Have submitted both marijuana PSAs and KIR PSAs to abovetheinfluence.org website</li></li></ul><li>Keep-It-Real Video<br />Be an Influence<br />
  103. 103. Challenges<br />Moving the youth past the drinking and driving message! Early in the contest it seemed like that is all the videos were!<br />The message we want to convey is Don’t Drink Underage!<br />Need the right “Public Relations” person to bring all the necessary partners to the table<br />
  104. 104. Challenges<br />Getting to Outcomes! <br />Having all the pieces of the puzzle to create a new vision<br />Education<br />Media Activity<br />Youth Leadership<br />Recognition<br />
  105. 105. Challenges<br />Recognizing everyone for all their efforts. Do it step by step, grabbing partners along the way. <br />Start small, do that well, then add another piece.<br />
  106. 106. Challenges<br />Finding ways to utilize youth ideas and components<br />Time commitment! <br />Getting to all schools with education<br />Coordinating all aspects and not leaving anyone out<br />Always coming across as new and fresh!<br />Encouraging participation even when not winning a big prize.<br />
  107. 107. Conclusion<br />In the beginning we could have written commercials and PSAs by thirty, forty, or fifty year olds.<br />By allowing youth to directly impact their peers through creating their own PSAs and then recognizing these efforts becomes a win for all.<br />
  108. 108. Conclusion<br />We found that for every person involved in making a video, at least ten other people had some involvement in the video as well<br />Think about all the students that have been involved in making videos or any of the other youth leadership activities in Keep-It-Real and think about how many people we have actually reached.<br />
  109. 109. Absolute Outcome<br />“Example is not the main thing in influencing others, it is the only thing”<br />Albert Schweitzer<br />
  110. 110. Thank You<br />Kentucky State Police<br />Central Baptist Hospital<br />Video Editing Services<br />Fusioncorp Design Mediahouse<br />Jordan-Chiles Advertising<br />Lexington Legends<br />Lexington Family Magazine<br />Lexington Fayette Urban County Government<br />Bluegrass Prevention Center<br />Lynn Imaging<br />Mayor’s Alliance on Substance Abuse<br />Fayette County Local ASAP Board<br />
  111. 111. Thank You<br />www.keep-it-real.us<br />mjkleinpet@bluegrass.org<br />

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