ERIC ED422411: Reaching African-American Youth Who Live in High-Risk Environments. Technical Assistance Bulletin.

16 Pages·1993·0.4 MB·English

by  ERIC

DOCUMENT RESUME
ED 422 411
UD 032 467
Reaching African-American Youth Who Live in High-Risk
TITLE
Environments. Technical Assistance Bulletin.
Substance Abuse and Mental Health Services Administration
INSTITUTION
(DHHS/PHS), Rockville, MD. Center for Substance Abuse
Prevention.
PUB DATE 1993-00-00
NOTE
15p.
Guides Non-Classroom (055) Reports - Descriptive (141)
PUB TYPE
EDRS PRICE MF01/PC01 Plus Postage.
Adolescents; Agency Cooperation; *Black Youth; Community
DESCRIPTORS
Programs; *Drug Use; *High Risk Students; Inner City;
Models; *Outreach Programs; Program Development; *Urban
Youth; *Youth Programs
*African Americans
IDENTIFIERS
ABSTRACT
To support community efforts to reach out to African
American youth confronted with high-risk environments in the cities, the
Center for Substance Abuse Prevention has launched the Urban Youth Public
Education Campaign. This campaign targets 9- to 13-year-old African American
youth in high-risk inner-city environments. The campaign is designed to
reinforce ongoing alcohol, tobacco, and other drug (ATOD) prevention efforts.
In Phase 1, the campaign targeted youth in 14 major cities. In Phase 2, the
campaign is reaching to more cities and collaborating with other agencies to
form links between prevention and treatment professionals. This bulletin
shares the lessons learned from the campaign's market research, campaign
implementation, and materials development phases, and it includes suggestions
for other programs. The market research indicated that ATOD use is low among
African American preteens and adolescents under age 16, even though African
American youth in cities are affected by drugs in other ways. A framework of
use, involvement, exposure, and victimization was developed as a result of
the market research, and this framework was considered in implementing the
campaign in the cities through community collaborations for education and
intervention. Suggested applications for other communities derived from early
campaign implementation include:
(1) address the entire spectrum of health
issues and ATOD experience in the community;
(2) extend prevention messages
beyond issues of use to all levels of the ATOD experience;
(3) emphasize the
role of families and influential adults in ATOD problem prevention;
(4)
empower youth in the community;
(5) foster positive activities in the
community; and (6) use nontraditional messages and messengers. Some specific
points for success in working with African American youth are also presented.
(SLD)
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LIVE IN HIGH-RISK ENVIRONMENTS
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U.S. DEPARTMENT OF EDUCATION
Office of Educational Research and Improvement
EDUCATIONAL RESOURCES INFORMATION
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41*_revention CamPaieni6r
Aflican-Anieficiii Youth
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Points of view or opinions stated in this
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document do not necessarily represent
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official OERI position or policy.
tECHNICAL: ASSISTANCE'BULLETIN
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Center for Substance Abusdifilievention
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Prevention WORKS!'
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Public Health Service
DEPARTMENT OF HEALTH & HUMAN SERVICES
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Substance Abuse and Mental
Health Services Administration
Rockville MD 20857
Dear Friends and Colleagues:
We are pleased to provide this technical assistance bulletin to assist and guide
you in your efforts to reach African-American youth who live in high-risk
environments.
It is important to gain accurate insight and understanding about the youth
who live in our urban, inner city communities. These youth have been labeled
as "hard-to-reach," and as a result are often misunderstood.
We have an obligation as prevention specialists, parents and gatekeepers of
their future, to look beyond the obvious, and to challenge the myths and
misconceptions that keep us from effectively reaching out to these youth. All
youth need the guidance and support of adults. Urban youth who live in
environments beset by the problems of alcohol and drugs all around them, the
lure of the drug culture, and media images that make use of tobacco and
alcohol look glamorous, especially need strong support and reinforcement to
avoid these pitfalls and to stay free of alcohol and other drugs.
African-
American youth are strong and resilient in the face of these odds, but they
need the help of adults in the community to keep it that way.
This bulletin is based upon the work carried out in a targeted education
campaign, the Urban Youth Public Education Campaign, popularly known
as "By Our Own Hands" in the national community. Extensive time and
effort went into learning about the target audience of 9-to 13-year-old African
Americans. Many lessons were learned, some of which were surprising. We
invite you to delve into the bulletin---we know you'll find it interesting and
agree with us that PreventionWORKS!
"0,43 ce,6f,
Vivian L. Smith, M.S.W.
Acting Director
Center for Substance Abuse Prevention
MEM Liqril
WLL
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2.111LItLAII
JELARJ
tIDATIM
THE URBAN YOUTH PUBLIC
media markets: Atlanta, Baltimore, Chicago,
Dallas, Ft. Worth, Detroit, Houston, Los Angeles,
EDUCATION CAMPAIGN
Memphis, New York, Philadelphia, Raleigh,
Durham, and Washington, D.C.
African-American youth are products
of a strong, vibrant and resourceful
cul-
4ED
as
Project sites for the campaign's second phase are
ture. Bolstered by a belief in the impor-
Baltimore, Boston, Dayton, Detroit, Nashville,
tance of church, family, and community and an
Newark, Seattle, St. Louis, Richmond, Hampton,
emphasis on innate problem-solving abilities,
Newport News, Chesapeake, Virginia Beach,
African Americans have been able to respond to
Norfolk and/POrtsmouth. Accord4to\emer-
challenges posed by poverty and other stressful
,
,
.
gency room data`from the Drug ilkniise warning
situations. Even in the poorest communities,
Network, drug,\\-iise,is6'n\the rise
c9mmu7
Ft theuse
scenes of a people rising above the limitations of
nities?During Plse, CS,AP iScollaborating with
despair can be witnessed in the church kitchen, the
the Center\for\Sustance Abise Treatment andithe
neighborhood library, the community center, or at
Office l'af Minority Health to fC)rm linkages ),
the local gym.
betweer47vention and trealnent professonals
to
broaden and strengthen the rech of the caMpaign
Even equipped with such tenacity, however, the
realities posed by life in high-risk environments
can be daunting. For example, African-American
---
`CSAP's strategies are-based on the theory that the
youth are confronted daily by the prevalence of
earlier prevention starts, the more likely it is to
alcohol and other drugs in these communities.
cceed. The ca,mpaign is thus designed
to reach
Community efforts to address this problem range
vulnerable youth with prevention messages early
from Rites of Passage programs (involving activi-
on,befOre environmental and social
pressures take
ties based on African traditions that help youth
hold and ATOD use begins. The campaign is also
make the transition from childhood to adulthood)
designed to be culturally sensitive; it seeks to
to parent training and support groups.
acknowledge and incorporate the cultural heritage
of African Americans in its themes, messages, and
To support these conimunity efforts, the Fedl
'
products.
Center for Substance Abuse Prevention (CSAR)
)
launched the Urban Youth Public Education
--2-
This-bulletin seeks to share the lessons learned
Campaign. This multimedia campaign targets 9-
/
frOm the campaign's market research,
campaign
to 13-year-old African-American youth living in
,iinplementation, "and materials development phas-
\
high-risk, inner-city environments. The campaign
programs-----
ee,y alsoyincl#es-suggestions for other
is designed to reinforce ongoing alcohol, tobacco
on"-howAo adapt these lessons into strategies, mes-
and other drug (ATOD) prevention efforts in
\
sage7S,Cand'iria" terials that commtiniate
selected cities nationwide. During Phase 1, the-
ATOD prelienfion messages tO(African-American
campaign targeted youth living in the top Black
audiences/.
/T
/
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CENTER FOR SUBSTANCE ABUSE PREVENTION
141141WAY4Y4MIT
N2.22
WHAT'S
ABOUT
SO
DYNAMIC
THIS
e Urban
CAMPAIGN?
Youth
Cftpaign
WHAT WE LEARNED MAY
6
Mobilizes
SURPRISE YOU
METHODOLOGY
youth
latv
with
themselves.
The Urban Youth Public Education Campaign's
businesses,
innovative approach was shaped by findings from
bisPels
schols,
myths
addresses
o
focus groups conducted with 9- to 13-year-olds in
out
ab
and
all
aspects
the campaign's target cities and by a review of
Changes
of their
pertinent literature that included national studies,
young
youth,"
realize
A TOD
African
that
books, monographs, bulletins from public health
alcohol
the
American'
IllajOrity
and
and social science agencies, newspaper and
other
s
Of
their
drugs.
Celebrates
peers
magazine articles, informal interviews with
are
to
and
not
the
using
resilience
thelr
community prevention agencies, and confer-
abstention
whehning
ence proceedings.
odd8
from.
ATOD
.
Emphasizes
use,
youth
des
pite
Using these methods, project staff compiled the
over-
importance
quantitative data on demographics, alcohol
of church,
Focuses
and other drug use prevalence rates, media
family,
on
(3, alessengers.
and
habits; gathered insights into current atti-
messages
tudes; and determined significant influ-
and
noh-celebti-
ences and pressures in African-American
communities.
FINDINGS
The market research, completed in July 1991,
Exposure, and Victimization.
revealed several surprises regarding ATOD use
While "use" and "involvement" are more com-
among African-American youth and suggested
associated in the
and often mistakenly
monly
new ways to approach the challenge of ATOD use
public's consciousness with African-American
prevention in this population.
youth, the other levels, "exposure" and "victimiza-
and often overlooked
tion" may be the primary
The research indicates that ATOD use is low
ways in which young African Americans expe-
among African-American pre-teens and adoles-
rience the effects of alcohol and other drugs.
cents under 16 years old. However, African-
American youngsters are affected by drugs in
*Use: Contrary to popular belief and the impres-
other ways. These findings led to the develop-
sion produced by daily newspaper headlines and
ment of a new, four-dimension framework to
TV news reports, ATOD use is low among African-
describe their actual ATOD experiences more com-
American pre-teens and adolescents. In fact, Black
pletely. These levels are: Use, Involvement,
youth show lower usage patterns than White,
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ii
IALA IEM
Hispanic, and other racial/ethnic populations. In
'Victimization: Many of these youngsters directly
the face of enormous pressures from daily survival
or indirectly experience the impact of drug-related
in a hostile environment, and despite pervasive
violence and crime, and suffer neglect and abuse
negative messages from adults, the media, and
by ATOD-using parents and other influential
other youth, African-American youth abstain from
adults.
drug use until late adolescence. (The reasons why
this resiliency and resistance breaks down
are not
IMPLICATIONS
clear.) However, if and when African Americans
Alcohol and other drug use in inner-city
commu-
begin ATOD use in their late teens, they
are at
nities affects African-American youth in
a variety
great risk for drinking heavily and using other
of ways. This expanded framework for describing
drugs.
the ATOD experiences of African-American youth
use, involvement, exposure and victimization
'Involvement: Some African-American pre-teens
provides a way for the Urban Youth Public
and adolescents are involved in selling and distrib-
Education Campaign to develop prevention
mes-
uting drugs. They serve as lookouts, couriers,
sages that address the root causes. And, impor-
cashiers, and messengers. Although drug involve-
tantly, this framework calls attention to the
ment is seen as lucrative, the market research indi-
resiliency and other positive forces that operate
cates that, in general, dollar amounts earned in the
within the lives of African-American youth. Often
drug trade are far lower than is usually thought.
in the face of limited resources and
a lack of com-
Existing research indicates that most people
munity services, these youth are able to create
involved in drug sales, as defined,
are older teens
solutions for themselves that do not involve alco-
and adults. There is little documentation of such
hol or other drugs.
involvement being a major problem for adoles-
cents and pre-teens. More research in this area is
Because adults are responsible for much of the
needed.
exposure and victimization endured by African-
American youth, campaign messages
were target-
'Exposure: Youth who live in inner-city, high-risk
ed to educate and motivate people and organiza-
environments usually know someone who is using
tions that influence these youngsters' lives:
par-
alcohol and other drugs. They often know where
ents and other significant adults, the media, teach-
to purchase drugs and have witnessed drug-relat-
ers, health care and law enforcement professionals,
ed behavior. As stated by
one child in the focus
clergy, coaches, etc. Community mobilization and
groups, "It's all around the neighborhood, you
support are key to enhancing the resistance of
can't help but see it."
these youth to ATOD use, and stemming the
effects of involvement, exposure and victimization.
vvvvvvv
CENTER FOR SUBSTANCE ABUSE PREVENTION
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t,\APAC] DRJ TA
tUMIJATIV
their support through financial and in-kind dona-
Known as the "By Our Own Hands
al
tions. Local businesses link with the campaign in
Campaign" in the target communities,
a variety of ways such as: providing space for
this program reflects CSAP's commit-
meetings, donating time for television and radio
ment to developing long-term, comprehensive
spots, and lending staff for campaign projects.
programs that involve everyone in the community.
Campaign implementation has occurred on two
Finally, in every target city, strong relationships
with the media have developed to familiarize
levels: local and national. In each of the target
them with campaign strategies and goals, and ulti-
communities, a "lead agency" has been responsi-
mately get campaign prevention messages out to
ble for planning and coordinating the local cam-
paign. Local efforts build on existing coalitions
the public.
and involve everyone: youth and their families, as
well as representatives from education, govern-
COMMUNICATIONS
ment, health care, social services, business, reli-
MATERIALS DEVELOPED FOR
gion, and law enforcement.
THE CAMPAIGN
Communications materials developed for the
For example, youth advisory panels have been
Urban Youth Public Education Campaign target
established in each community to advise
three key groups who influence the lives of 9- to
adult coalition members; national and
13-year-old African-American youth: the
local businesses are being asked to offer
electronic and print media; com-
munity intermediaries; and the
public, including parents and
"WE HAVE BETTER
other significant adults, and the
THINGS TO DO THAN
youth themselves. The materials
DRUGS"
aim to deter and dissuade African-
American youth from ATOD use,
This slogan, featured in many
educate communities regarding the
print and broadcast materials,
complexities of these youths' ATOD
captures the celebratory spirit of the cam-
experiences, and issue a "call to action"
to influential adults to support and
paign. It reinforces what the African-American
nurture these youth during their most
most African-American youth
community already knows
do not use alcohol and other drugs. Instead, in the face of limit-
impressionable years.
ed financial resources and community services, urban African-
American youth are engaged in a variety of positive activities
THE MEDIA
that do not involve alcohol and other drugs.
The print and electronic news media
wield considerable influence over the
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CENTER FOR SUBSTANCE ABUSE PREVENTION
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t2APAW Ili I'M
VA
way African Americans see themselves and are
tive ways to convey these important
messages into
stereotyped by others. To counteract the dispro-
the daily living and working environments.
portionately negative portrayals of African
Americans in the news and entertainment media
GENERAL PUBLIC
the Urban Youth Public Education Campaign has
Market research conducted for the campaign
developed an educational video and companion
demonstrates that successful ATOD use preven-
brochure specifically for reporters, editors, and
tion initiatives should focus on other issues
programmers. These materials will help mobilize
besides use. Messages need to address ongoing
the media to provide more balanced coverage,
par-
exposure to drug use by adults, involvement in the
ticularly in regard to ATOD usage rates
among
drug tracle;anCh(ictimization byrATODIlted
African-American pre-teens and adolescents.
crime and\violence, and abuse by drug-using
adults. This expanded frmewoik
ill hIel
\\
COMMUNITY INTERMEDIARIES
\\
use
addrgS the\oot\\caLises of\ATOD
and' instill
The Urban Youth Campaign has developed fact
A
I
non-use messages early on. These messages will
sheets for influential adults and the campaign's
reinforCe kositive attitudes a41
behaviors and
primary targeted intermediaries (sports coaches,
strengthen young African Ameicans' continued
low income parent advocacy groups, law enforce-
ab-Slinencthrough late adolescence
the years
ment personnel, and clergy). The fact sheets
con-
hen,they are most vulnerable to beginning
tain highlights of the market research findings and
ATOD use.
suggest ways to become involved in the campaign.
The Urban Youth Campaign has developed
a ten-
<
Another educational product designed for inter-
step guide for African-American parents and the
mediaries is a daily planner, depicting key
con-
community at,17arge. This guide is an adaptation of
cepts from market research. Messages will empha-
CSAPten-step "Be Smart Quick List," and
size the importance of family, church, and
,commu-
includes in\formation gleaned from the market
nity, the creation of partnerships within dch-com-
research.
munity, and celebrate the resilience of African-
American youth. Such nontraditional prodats
are
Other unconVentional products include multi-use
well received by African Americans and are-effec-
cards which can be used as notecards, bookmarks,
and appciintrnent cards. Because of their useful-
BEST COPY AVAILABLE
8
CENTER FOR SUBSTANCE ABUSE PREVENTION
Irly 'V VT V V
MP11,11'llaliUt
LIR1
ItUArary
ness, these cards can be an
inexpensive way to keep
important ATOD prevention
messages circulating on an
ongoing basis. Other prod-
ucts include bumper stickers
and posters, products which
enjoy wide appeal; and tran-
sit art and billboards, which
are particularly effective
communications channels in
poor urban communities.
And, as always, brochures
are important and effective
communications products.
Broadcast products devel-
oped for the Urban Youth Public Education
example, pre-testing indicated that communica-
Campaign include:
tions materials featuring youth and targeting
youth, must be current and community-specific.
30-second television Public Service
Styles among the young vary enormously city to
Announcements (PSAs) to be broadcast
city and even month to month. If comunications
on cable channels offering Black youth-
products feature youth who are wearing the
oriented programming.
"wrong" clothing or engaged in an out-dated activ-
ity, young audiences will reject the message along
aScripted radio PSAs and "talking
l.
with the messenger. Another finding from the
points" for disk jockeys (DJs) to
campaign materials pre-testing is that although
encourage repeated references to the
they may use slang with each other, youth do not
campaign throughout the DJ's radio show.
like to hear it in campaign materials. They per-
ceive that the slang is being spoken by adults and
All materials were pretested in the communities to
consequently, it rings false.
ensure cultural relevance and specificity. For
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LAPIPIAMLIM
PitaMflid
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APPLICATIONS FOR ATOD USE
2) EXTEND PREVENTION MESSAGES BEYOND
PREVENTION PROGRAMS
ISSUES OF USE; ADDRESS ALL LEVELS OF
THE ATOD EXPERIENCE.
CSAP believes that many of the prevention
mes-
Recognize that most youth already know that
sages, strategies, and products developed for the
drugs are harmful. While not discounting the
Urban Youth Public Education Campaign comple-
seriousness of ATOD use by youth, avoid
ment the endeavors of CSAP grant programs. The
focusing your programs exclusively
on use.
following applications can help you reach youth at
Address the other ways alcohol and other
high risk in your community:
drugs affect youth: involvement,
exposure, and
victimization.
1) ADDRESS THE ENTIRE SPECTRUM OF
HEALTH ISSUES AND ATOD EXPERIENCE IN
Counteract the lure of making "big money"
YOUR COMMUNITY.
through drug involvement. The market
research indicates that, in general, dollar
Reduce the risk factors in the community that
amounts earned in the drug trade are far lower
lead to ATOD use and involvement with the
than is usually thought.
drug trade, exposure to ATOD
users and illicit
drug traffickers, and victimization by drug-
Develop messages for adults who affect these
related crime and violence.
children's lives. Adults are clearly responsible
for much of the exposure and victimization
Address all aspects of health promotion, not
endured by African-American youth.
just the unhealthy effects of alcohol and other
drugs.
Remind influential adults of their responsibili-
ty to set a good example for youth and other
Promote community health through coalitions
adults.
of health care providers, neighborhood associ-
ations, and social service agencies.
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