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Keep  It  Real  E U D L  Presentation  Completed

Keep It Real E U D L Presentation Completed






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    Keep  It  Real  E U D L  Presentation  Completed Keep It Real E U D L Presentation Completed Presentation Transcript

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