New Media Campaign Kicks off at Alton High School

In many high schools, Monday morning gossip of who did what and who got drunk over the past weekend fills the hallways and enters the ears of young impressionable teens everywhere. All the laughter and the chatter that is heard are not strangers to the scene. That is why Chestnut Health Systems in collaboration with the Alton Youth Development Strategies Partnership (who was awarded a 5-year Drug-Free Communities grant from SAMHSA) and the Alton Power of Peers peer leadership group have developed a 3-phase, 9-month media campaign.

The Campaign, which will be introduced to Alton High School students in September and implemented throughout the 2007-2008 school years, promotes the fact that "Most Alton High School students did not drink any alcohol in the past month". This message remains consistent throughout the phases of the campaign and is supported by survey data collected at Alton High School. The data reflects that in fact, most of the students report not drinking any alcohol in the past month. The objectives of the campaign are as follows: to increase the number of students who report not drinking any alcohol in the past month and to increase the percentage of students that report a perception of harm or of "great risk" from drinking alcohol regularly (Communities That Care Youth Survey, April 2007).

The Campaign messages will be distributed in many ways including: posters, computer screen savers, and advertisement spot at the local movie theater and many other related promotional items.

Youth involved in the planning of this campaign hope that it will promote to all, the fact that most of them have fun without drinking alcohol and that drinking alcohol is harmful. Students are ready to embrace a new kind of "Monday morning gossip" that doesn't mention alcohol at all!

Dietra Kulicke, Robert Gregory, Nicole Richardson, Melanie Nagel, Jennifer Weller (AYDSP Coordinator) and Alton High School's Power of Peers peer leadership group (With Jean Schram in oversight) have all worked together in the development of the campaign materials and messages, resulting in a well-designed, professional and outstanding campaign.

For additional information, please contact Melanie Nagel (ext. 3375) at the Maryville Chestnut Health Systems office.