Dope EFX u: conception, implementation and beyond
by Geraldine Dean, Communications Project Officer, Youth Solutions
Download this fact sheet: A social marketing campaign (for workers) [PDF: 434 KB]
Introduction
Youth Solutions is a non-government, not-for-profit organisation that aims to prevent and reduce drug use and related harm among young people in Macarthur, Wingecarribee and the wider community of New South Wales. In 2004, Youth Solutions received funding to run a social marketing prevention and education campaign around the issues of cannabis use by young people aged 15–18 years living in the Macarthur and Wingecarribee regions.
This fact sheet outlines the steps taken to develop the Dope EFX u campaign.
Step 1: Identifying the need
The need for the project was identified at a community forum that was attended by parents, teachers, community workers and young people. Participants at the forum were concerned about a lack of knowledge about cannabis and its harms. There was also a lack of awareness of services in the local community that were aimed specifically at young people and cannabis use.
Step 2: Applying for funding
The opportunity to address the community’s concerns arose when Youth Solutions applied for and received funding through the Australian Government’s Community Partnerships Initiative. This funding allowed Youth Solutions to run a social marketing campaign from May 2004 to October 2005.
Step 3: Combining health promotion and social marketing
The aim of the project was to integrate the concepts and methods of health promotion and social marketing to develop a campaign message that did more than just speak to the community. The objective was for the message itself to be spoken by young people.
From the outset, Youth Solutions understood that the project needed to model the organisation’s philosophies of youth participation and whole of community participation while promoting harm-minimisation strategies. The structure and methodology of the project needed to be flexible enough to meet the needs of the target group. Focus testing and evaluation identified the need to talk and listen to young people.
Step 4: Setting the target
Originally, the primary target audience was young people aged 18–25 years who lived, worked or socialised in the Macarthur and Wingecarribee regions. The secondary target was members of the general community who may be exposed to the message. A comprehensive literature review led to the decision to change the primary target to young people aged 15–18 years. This age group was considered to be more appropriate due to the prevalence of first-time cannabis use among this group.
Step 5: Setting the objectives
The aims and objectives of the project were broad and included to:
- increase knowledge of cannabis-related harms among young people aged 15–18 years
- increase knowledge of cannabis-related harms among the broader community
- increase knowledge about relevant services
- develop partnerships between the government, non-government agencies and the community
- increase referrals for cannabis interventions
- raise the profile of cannabis resources and campaigns.
Step 6: The process for consultation
Delivery of the campaign included:
- establishing a steering committee
- exploring the key issues—asking young people what concerned them
- developing key messages
- promoting the messages
- supporting the messages with resources
- holding a community forum, promoting the process and addressing concerns
- improving communication among key services in the local community.
The project sought substantial involvement from a diverse steering committee membership including other drug and alcohol services (treatment and prevention), youth services, local governments, state departments, university, non-government organisations, young people and the general community.
The process of developing the campaign included:
- consultations
- focus testing the message
- holding a one-day creative workshop with young people
- defining the key elements of the campaign message
- delivery of the campaign message
- evaluation throughout the process.
The initial consultations were carried out with 165 young people in the Macarthur and Wingecarribee regions during November 2004.
Key messages were suggested during surveys and focus groups and were then tested with a further 189 young people. This was followed by a full-day creative workshop. Participants unanimously agreed that “Dope EFX u”, should be the campaign message.
Step 7: Campaign resources
Outcomes from the creative workshop and the previous consultations were specific in how the campaign message was to be disseminated. Campaign resources and distribution methods included:
- 1000 t-shirts
- 1000 wristbands
- 300 posters
- three weeks of half-page newspaper advertisements as well as various editorial coverage
- two weeks of radio advertisements on two commercial radio stations
- letterbox drop of postcards and the community forum to over 40 000 residents
- web-based fact file.
Additional methods of distribution included: local music events, high schools, steering committee, sporting events, publications.
Text messages and the Internet were used to focus test the designs. The final t-shirt design was determined by text message and email voting.
Step 8: Supporting the campaign
The web-based fact file at www.dope-EFXu.com.au contains information about cannabis and related harms as well as local services that can assist young people and other interested people in the region. It also provides a reference point for further information.
Originally, the fact file was going to be printed; however, initial evaluations concluded that there was a need to reach all members of the community in both the Macarthur and Wingecarribee regions. A web-based resource was found to be the most cost effective way to reach members of the community.
The Dope EFX u Community Forum provided an opportunity for community members to meet local services, learn about the campaign and listen to information about current trends in cannabis use.
Step 9: Evaluation and beyond
Evaluation has taken place throughout the campaign, resulting in a change of the original target group and extra consultations.
Post-campaign evaluations are currently being conducted through a variety of means including:
- a community event
- youth centres
- random selection of schools
- monitor and response to feedback from website.
Conclusion
A full project report, including evaluation methodology and results will be available from the Youth Solutions website www.youthsolutions.com.au in November 2005. For further information phone (02) 4628 2319.