If the evidence for youth focused mass media anti-drug adverts isn’t great what about focusing on parents?
I can’t say that I know whether there’s any more evidence for this approach, but it is certainly a tactic that those with budgets in this area have and are trying.
Today I came across the ‘Talk, they Hear You’ campaign that the Substance Abuse and Mental Health Services Administration in the US have put together to try to persuade parents that their influence on the risks their children take with alcohol can start earlier and go on longer than they might imagine.
As you can see the message is quite positive, and will be reinforced with online tools for practising the ‘awkward’ conversations and tricky issues that might be thrown up by an issue like alcohol.
It reminded me of the Why Let Drink Decide approach that briefly ran at the end of the last government where the message was a little darker, with pre-teens reminding us just how soon their innocence could be lost.