Young people at Maple High School in Santa Barbara County are launching a creative, research-based youth-led media campaign to prevent underage alcohol use. The initiative, led through the school’s Friday Night Live (FNL) program, empowers teens to design public service announcements and educational materials that speak directly to their peers and communities.
Although underage drinking rates continue to decline overall, alcohol remains the most used substance by adolescents according to the Substance Abuse and Mental Health Services Administration (SAMHSA). The campaign addresses significant public health concerns: underage alcohol consumption increases the risk of motor vehicle crashes and interpersonal violence, with more than 4,000 alcohol-related deaths yearly for people under the age of 21, according to the U.S. Centers for Disease Control and Prevention. This youth-led approach differs from traditional prevention projects created for youth, instead elevating the voices and messages of young people reflecting their real experiences, concerns, and solutions.
The multi-media campaign challenges misconceptions about youth and alcohol by leveraging social norms research, which shows that beliefs about what behaviors are “normal” significantly influence individual choices. Through educational posters, digital graphics, and video and audio PSAs, the project will promote positive social norms by highlighting that a majority of teens in Santa Barbara County choose not to drink, based on the California Healthy Kids Survey 2024-2025. Anna Mudge, Friday Night Live Student Advisor at Maple High School, stated: “When youth speak, communities listen. This campaign proves that change doesn’t happen to young people, it happens with them.”
As part of the campaign, youth are requesting community feedback through a Community Alcohol Survey to assess youth and adult perceptions around underage drinking and traffic safety. Throughout the year, young people will receive training in data collection, public speaking, alcohol prevention strategies, graphic design, and PSA creation. Maple High School is part of a statewide collaborative that includes 45 FNL chapters from across California, receiving technical assistance from the California Friday Night Live Partnership. Funding was provided by a grant from the California Office of Traffic Safety through the National Highway Traffic Safety Administration.
This article is an AI-assisted summary. All facts and figures are drawn from the original report: https://www.noozhawk.com/local-youth-media-campaign-aims-to-put-a-cap-on-underage-drinking/