Un-Marketing Weed Kicks Off in November at Tiverton High School
Can a media campaign at Tiverton High School help students change misperceptions about marijuana? That’s the question about 10 THS students will explore in Un-Marketing Weed, a new community service learning program funded by a federal block grant and managed by The Tiverton Prevention Coalition.
Likely the first such program in the country, students will work closely with marketing professionals to create and conduct a media campaign designed to correct misperceptions commonly held about marijuana. They will learn basic marketing principles hands-on by engaging in market research, conducting focus groups, creating compelling messages and selecting eye-catching visuals that will become a print and electronic media campaign, scheduled to kick off in February 2013.
The goal of the program is to get more teens to understand the real risks involved in marijuana use, that is, to separate perception from reality. In a survey of THS students in May 2012, 56 percent reported that they saw no serious harm associated with daily marijuana use.
“That 56 percent is a telling number,” said Rebecca Elwell, coalition coordinator. “We are focusing on perception of harm because it is a key measure in prevention. When perception of harm increases, use decreases. So, we are not aiming at a 'just-say no’ campaign. Our focus here is education. We want to make sure that more students understand what science tells us about the harm associated with marijuana use, confident that use will decrease if the real risks are better understood.”
Ed Parr of O’Toole + Parr, the local marketing agency that will work with the students, added, “Marketing needs to be results-oriented and measurable, and the annual Tiverton Health and Wellness Survey will be our measurement tool. If we can increase the number of students who report marijuana use as risky business in a statistically significant way in the May 2013 survey, then we’ll know the campaign was a success.”
Marla Schreffler, a former THS school psychologist, will serve as an advisor to the program.
Joe Sousa.
8:56 am on Friday, November 9, 2012
I wonder what affect Decriminalization and Medical use has had on the perception by our youth. I always believed it was an attraction because it was illegal. Like the forbidden fruit it's thrilling to defy the law. If it was legal would it become passe.
malcom lagauche
12:32 pm on Friday, November 9, 2012
When the Dutch relaxed their laws on cannabis use, within a year, consumption decreased by about 3%. There definitely is the human trait to try something that is taboo at play. Recently, the results of a 20-year survey of cannabis use that compared San Francisso (where it is illegal) and Amsterdam (where it's decriminalized) showed that the number of cannabis users was very consistent, with neither city showing a signficant increase or decrease in cannabis consumption, despite the differences of legality in both cities.
Just Another Taxpayer
2:35 pm on Thursday, November 15, 2012
Just like selling untaxed cigarettes!
Rebecca Elwell
10:01 am on Friday, November 9, 2012
Joe, You are not alone in the assumption of "forbidden fruit." Unfortunately in States with decriminalization and medical marijuana, youth use rates have increased dramatically. ,.
kyle
12:59 am on Tuesday, November 13, 2012
When I was a youth (not long ago), it was easier to get a bag of weed then it was to get a scratch ticket or pack of cigarettes. All I need to get weed was a phone number and some $...I needed an ID for a scratch ticket, pack of cigarettes and alcohol.
Dan
12:08 am on Monday, November 12, 2012
So you're basically creating a media campaign to tell kinds how its so bad and terrible for you? Some psychology 101, when trying to scare kids away from things you will just make them want to approach it even more. Its like saying, " You don't want to go in that room Timmy, there is a big monster in there". The majority of "Timmy's" would be trying to get past you to peak into the room. And at that age in High School they know it all and know how to live life ( according to the 14-18 year old bracket of kids) so attempting to ward them away is fuel to fire.
Also, are you planning on creating a media campaign as to why its good for you? Or what it could be used for to change this world for the better? How about the fact that its proven to cure Cancer, HIV, Hepatitis, along with many other chronic diseases when applied properly? If plants were patentable we wouldn't even be having this discussion because it would be in the majority of your medications. We're talking about a plant in its RAW form, not smoked or heated that contains every essential amino acid your body needs along with exceptionally high amounts of Omega 3, 6, and 9 and protein levels. This is a vegetarians dream food or anyone that wants to eat healthy for that matter.
http://www.youtube.com/watch?feature=player_embedded&v=0psJhQHk_GI
I am not trying to be a troll on this topic, but if you are truly trying to educate them about something, you need both sides of the story.
malcom lagauche
1:53 pm on Tuesday, November 13, 2012
The results of many tests have shown that the use of marijuana by yooungsters is not a good idea because the brain is still developiing. However, testing on adults 21 years old and older show little if any brain damage because the brain has stopped growing. I hope this study brings up the reality of pot and isn't merely a Reefer Madness look at the herb. If it is legal for adults who can buy it in a licensed facility, it will be more dificult for youngsters to acquire because there will be less on the street as dealers won't be able to compete. And, no store will sell pot to a 12-year-old just as no liquor store will sell alcoholic drinks to a young person. The conclusions I mentioned have been determined by astute testing and research. Drug eduction should be just that, not drug demonizing. However, seeing that the federal government is sponsoring this study, and that marijuana is illegat by federal law, I doubt we will see a balanced look at the subject.
Dan
3:10 pm on Tuesday, November 13, 2012
Completely agree with you Malcom. But, if a child is dying of cancer or any other ailment that can be treated with medical grade oil then I think its worth the risk to be fair.
But all of those studies I feel are quite correct. Growing bodies and minds shouldn't become heavy users of the substance or even relaxed users for that matter.
There was a reason why only the elders of the tribes were allowed to smoke it in the Native American days....
Rebecca Elwell
2:04 am on Friday, November 16, 2012
Dan, thank you for your interest in this topic. Just to be clear, this is not a “just say no campaign.” Students are identifying and researching commonly held perceptions about smoking marijuana, with a goal of providing factual (evidence based) information to their peers. There is no attempt to scare kids, as you indicate, there is really no benefit to that approach.
Investigating the plant in its raw form is outside of the scope of our project, but certainly an interesting area of study.
Ed Parr
11:40 pm on Sunday, November 25, 2012
Good comments, Dan. Yes, the students are getting both sides of the story. Their goal is NOT to develop a just-say-no campaign. It is to educate about the risks and harms associated with teen marijuana use so that teens can make more informed decisions. Studies have shown (and human nature confirms) that if we don't think something is risky, we're more likely to try it. And a survey of THS students last year showed that 56% of them do NOT think smoking marijuana on a daily basis is either risky or harmful. No scare tactics. Just the facts.
Ralph Doliber
12:08 am on Monday, November 12, 2012
Hi Rebecca!
Let's look at your theory that "legal" Cannabis leads to INCREASED Cannabis usage among teens..
You state that teens will be able to get Cannabis EASIER when it's legal??
Based on that logic shouldn't ALCOHOL be the EASIEST drug (yup, alcohol the #1 abused mind-altrering DRUG in America!) for teens to GET because it's LEGAL?
Heck, 3 Cannabis dispensaries compared to HUNDREDS of Liqour Stores?!
Shoot, kids should be able to get booze ANYTIME by your "legality" theory!
Right? Welp, ANY kid will tell you that Cannabis is WAYYYY easier to get than alcohol!
Why is that?
So just WHY would LEGAL Cannabis be "easier" for kids to get when LEGAL alcohol is VERY hard to get?
Your assumptions on Cannabis usage are based on "surveys" filled-out by students?
Before I open that can of worms please let me know about the "legal" issue mentioned above. I look forward to your response!
PEACE!
Rebecca Elwell
2:04 am on Friday, November 16, 2012
Malcolm, thank you for your points. One of the important areas that we are investigating with our students is the fact that the developing adolescent brain IS different from the fully developed adult brain. Abundant research is available on the effects of alcohol on the developing brain (one of the key reasons drinking age is 21 years old) Similar research is beginning to become available on the effects of marijuana use on brain development.
Unfortunately, Reefer Madness is often mentioned in reference to prevention work. That film has no bearing on current prevention science- first released in 1937, the film was considered by many as propaganda. At its re-release in the 70’s it was viewed as an unintentional comedy- and became a cult classic. Professionals in the prevention field disregard it almost entirely.
The work being done with our students is multidimensional. They are learning a great deal about professional marketing techniques, (career education opportunity). They are looking at media in terms of the ways that it shapes our perceptions and decision making (media literacy), they are researching the myths and realities about marijuana use, including current local and federal laws. We are reinforcing the importance of using evidence to support ones opinions and points of view.
Joe Sousa.
12:59 am on Tuesday, November 13, 2012
The best deterrent is a family structure that is engaged. Parents staying involved in their kids activities such as Sports, Music, Art , What ever it takes to guide them down the right path. It's a 24/7 job that requires maximum effort. Good kids come from good parents.
Tom
1:53 pm on Tuesday, November 13, 2012
But Joe, if the TCC comes up with an alternate budget proposal again, then the sports, music and art might get cut. What will happen then?
Ralph Doliber
2:18 am on Thursday, November 15, 2012
According to manta.com there are 283 (two hundred eighty three) Liquor Dispensaries (Stores) in the small state of Rhode island.
The same site has 179 (one hundred seventy nine) Narcotic Dispensaries (Pharmacies) listed for Little Rhody.
They want to open 3 (three) Cannabis Stores (Marijuana Dispensaries) in our biggest little state in the union.
If those THREE stores will corrupt our youth then what of the combined FOUR HUNDRED and SIXTY TWO Liquor and Narcotic Dispensaries??
Dig the description of this all in one one Providence party supply place-
"East Side Prescription Center is a neighborhood pharmacy with a convenient grocery department as well a great selection of beer, wines and liquor."
Rebecca?
Rebecca Elwell
2:04 am on Friday, November 16, 2012
Ralph,
Marijuana is very easy to get. I would agree that the three licensed dispensaries in RI are minimal compared to the number of liquor stores. Alcohol is the number one abused drug in the United States.
One factor that contributes to marijuana use among adolescents is the perception that it is safe (because it is medicine) and that it is legal (because some youth misinterpret “decriminalized” to mean legal). As perception of risk associated with a substance decreases, use tends to increase. Our goal with this project is to help teens research and develop fact based messages to communicate risks to their peers.
In terms of access and availability: when access and availability increase, use rates also tend to increase. That has been verified in studies of states with medical marijuana programs. At issue in Rhode Island is not so much with the three licensed dispensaries. As you may know, they have not opened yet and there is already an abundance of marijuana available.
Ralph Doliber
5:45 pm on Monday, November 19, 2012
Hi Rebecca,
You say this- "One factor that contributes to marijuana use among adolescents is the perception that it is safe (because it is medicine)"
We have had Umpteen years being told how Bad and Evil Cannabis is and how it will RUIN your life! Then when kids try it and realize they have been LIED to and it's NOT evil and horrible they get the "perception that it is safe", no?
Let's face it, ANYTHING that is smoked can't be good for you. I am certainly NOT advocating for schoolkids to smoke Cannabis.
But what about, oh, say Oxycontin and similar such Hard Drugs? Synthetic Heroin.
KIDS can get it from the Medicine cabinet at HOME! Synthetic HEROIN!!
Hey, geeze, their Mom is prescribed this "medicine" Oxycontin by a Doctor, so by your logic they MUST think "that it is safe (because it is medicine)", no?
Think about it!
Tiverton Dad
10:23 am on Wednesday, November 21, 2012
Intellectually, I know there are many good reasons to decriminalize or fully legalize marijuana. But the bottom line for me is this: I don't want my kids smoking pot. It becomes a lot harder as a parent to regulate this when the message (or myth) being spread by other adults is that pot is now GOOD for you and there's nothing wrong (legally) with smoking it. Remember the old PSA when the father finds pot in his son's room and asks, where did you learn this, and the kids answers, I learned it from you dad? As adults, we need to be very careful about how messages regarding intoxicants, including alcohol and tobacco, are presented to children. Rebecca, this sounds like a great project, and I hope you'll share your findings.