State-wide “Above the Influence” Campaign to Continue and

Coincide with National Red Ribbon Week

“Above the Influence” (ATI) is a part of the National Youth Anti-Drug Media Campaign for the Office of National Drug Control Policy. ATI has now added a Tool Kit of activities that can be implemented at the local level by youth groups. The activities have been evaluated and shown to have evidence based outcomes of effectiveness. The North Carolina Centers for Prevention Resources have partnered with key stakeholders such as the North Carolina Parent Resource Center and the Partnership for a Drug Free North Carolina to provide technical assistance and a resource packet to implement statewide ATI activities.

Target Audience:

Youth Serving Organizations focusing on advocacy and/or leadership that utilize a youth leadership models and/or have opportunities for activities that involve cooperation, creativity, personal visioning and community involvement. Examples of target groups include but are not limited to: Preventing Underage Drinking Youth Groups; SADD Chapters; PACCs working with youth; Teen Fest; SAVE Chapters; TRU Groups; Scout Troops; Peer Leader Groups; School Leadership Clubs.

Core Components:

• Technical Assistance for Unpaid and Earned Media to highlight local campaign activities

• Web-based social networking to share statewide photos and stories

• License free pre-produced media ads for television

• Above the Influence Tool Kit that includes guidance for low cost or no cost activities that can be implemented by youth groups

• Technical Assistance for using the Tool Kit

• Camera Ready Artwork that can be used for incentives or other branding activities

Communication Strategies:

• Provide CD’s with the Tool Kit to key stakeholders for resource sharing (limited supplies available but copy cat reproducible)

• Provide Media Guidelines and Sample Opportunities for local Unpaid and Earned Media Coverage

• Provide Pre-Produced Television Ads to be used in local media efforts

• Provide Technical Assistance Phone Calls and Learning Community Opportunities

• Provide Social Media Website for participating groups to share photos and stories

• Provide Statewide Media about Above the Influence

• Tie activities and media to Red Ribbon Week

Expected Outcomes:

• Mobilize and unify youth leadership groups to participate in statewide campaign messaging around setting personal drug free goals

• Create culture for youth that supports a decrease in pro-drug use attitudes

• Provide technical assistance and resources for adult leaders

• Provide local opportunities for media to highlight local outcomes

• Provide opportunities to participate in Red Ribbon Week activities

 CLICK HERE to see the ORIGINAL POST, including the TOOLKIT and SUPPORTING RESOURCES.