Presentation on universal prevention of the drug phenomenon ...old.ntakd.lt/files/renginiai/20111116/6.pdf2011/11/16  · Institutions – main actors Ministry of Health Ministry of

Presentation on universal prevention of

the drug phenomenon and public

education in this field

International Conference

“New trends in the area of alcohol, tobacco and drug

prevention and control“

16 November, 2011

Seimas of the Republic of Lithuania, Gedimino av. 53,

Vilnius

Artur Malczewski

Reitox Focal Point

National Bureau for Drug Prevention in Poland

Tasks of National Bureau for Drug

Prevention (NBDP)

The main aim is to take drug demand reduction measures. In 2001 the Bureau’s tasks were extended by coordination all activities of reducing drug demand and monitoring the implementation of the National Programme for Counteracting Drug Addiction

Initiating and working on new legislative solutions

Drafting National Programme for Counteracting Drug Addiction (NPCDA) and coordinating and monitoring its implementation, adopting strategy in line with EU priorities

Supporting actions in demand reduction at local and regional levels

Development of actions in prevention, rehabilitation and harm reduction

Supporting and providing trainings for different groups of experts dealing with counteracting drug addiction

Undertaking actions aiming to improve quality of prevention, rehabilitation and reintegration programmes

Strengthening administrative (Council) and informational structures (National Focal Point)

Preparing and launching anti-drug campaigns

Conducting common international research projects e.g. ESPAD, European Quality Standards in Drug Prevention

Cooperation with international organizations (EMCDDA, WHO, Pompidou Group, UNDCP)

Institutions – main actors

Ministry of Health

Ministry of Education

NBDP

Centre for Development of Education

Provincial (16) and communal governments

(2500)

Act of 29 July 2005 on counteracting drug addiction.

Database of Recommended Prevention Programmes

Law, regulation

Tools

National Programme for Counteracting Drug Addiction 2011-2016

System of recomendation

Institute of Psychiatry and Neurology

NGO

Drug prevention in Poland

Schools

Drug prevention in Poland

Alcohol licence fees are used to finance substance prevention

(approx. EUR 125 million for alcohol prevention and EUR 16

million for drug prevention in 2009)

Communal and provincial governments commission prevention

programmes based on previously designed local and provincial

anti-drug strategies

NGOs are mostly responsible for prevention activities in

Poland

A large market of prevention services – hundreds of

programmes developed and implemented by NGOs

Both local authorities and programme providers recognized the

need to develop prevention standards

System of recommendation for

prevention and mental health promotion

programmes

In 2009, a pilot assessment project of the recommendation system was conducted. Works on the recommendation system for prevention and health promotion programmes were launched upon initiative of the NBDP under the NPCDA 2006-2010.

The framework of the recommendation system was designed by the working team included representatives of institutions listed in the NPCDA 2006-2010 as responsible for implementing the recommendation system, i.e: the National Bureau for Drug Prevention

the Centre for Development of Education

the Institute of Psychiatry and Neurology

the State Agency for Solving Alcohol Related Problems

The system implementation was coordinated by the National Bureau for Drug Prevention.

Recommendation system

Recommendation system aims Raising quality of prevention and health promotion programmes.

Disseminating evidence-based practices/prevention and health promotion programmes.

Promoting effective prevention strategies and programme development methods.

Object of recommendation: Evaluation of the following types of programmes:

promotion of mental health,

substance prevention (drug prevention, alcohol prevention)

Problem (risky) behaviour prevention in children and adolescents.

Grounds for programme

assessment

Recommendation system exists in the form of a document

entitled „Standards and quality criteria of health promotion and

prevention programmes”.

The document provides guidelines for describing a programme

which might be passed for evaluation and consequently be

granted the status of a recommended programme

Respective categories refer to programme’s components and

implementation stages (stage of planning and situation

assessment, aims and activities, evaluation).

Each category corresponds to a standard and assessment

criteria.

Grounds for programme

assessment – standards

Period since programme was implemented

Problem/phenomenon description

Programme aims and objectives

Programme framework

Target population

Outcome

Indicators

Activities/tasks

Funding/resources

Implementation methods

Process evaluation

Outcome evaluation

Sources of information in the programme

Possibility of disseminating the programme

Three levels of recommendation

Level 1.

„Promising programme” – its positive impact on behaviours and/or problems experienced by the target population has not been confirmed by sound methodological studies. However, its reasonable theoretical framework and previous implementation experiences evidenced by process evaluation results make one believe that the programme is likely to bring expected effects.

Level 2.

„Good practice” – programme whose outcome evaluation referred to changes in intermediate factors (programme’s specific objectives) and not the very changes in behaviour (programme’s general aim), or it was conducted right after the intervention or it did not meet other methodological criteria.

Level 3.

„Model programme” – results of sound methodological studies according to the criteria of Randomized Control Trial (random selection of respondents, sufficient sample to prove expected results, conducted by external experts, etc.) confirm a positive impact on problem behaviours and at least one year after the programme was completed (delayed outcome).

Public education in Poland

1999-2001

„Find time for your child”

General aim- highlighting role of family as protective factor in preventing drug use

Target group: general population, parents

Providing basic information on: drugs, alarming symptoms, role of family

Communication tools: leaflets, posters, advertisements in national daily

Promotion of International Day against Drug Abuse and Illicit Drug Trafficking on 26 June

Campaign sponsored by National Bureau for Drug Prevention in cooperation with regional addiction experts

Main theme of communication: informative

Starting discussion on drugs

and drug addiction in media,

role of family, broad target group

2002-2003

„Drugs– best way out is not to get in”

General aim– sensitizing adolescents to the fact that using drugs is related to serious health and social harm,

Target group: adolescents,

Communicating basic facts on harm of relevant drugs,

Parallel actions: increasing safety of adolescents in recreational settings.

Communication tools: TV adverts, leaflets, posters,

Promotion of Antidrug Hotline

Campaign sponsored by NBDP in cooperation with regional addiction experts and to limited extent with media houses and advertising agency

Main theme of communication: negative, informative

First campaign targeting

adolescents of such scope that

was based on negative warning

message; antidrug hotline

promotion, broad target group

General aim– sensitizing students to the fact that using drugs is related to serious health and social harm

Target group: university students (related to epidemiological findings)

Communicating basic information on harmfulness of relevant drugs, risk related to combining alcohol and drugs, breaking down myths of relevant substances

Quantitative studies in target group, dissemination of study results

Communication tools : leaflets

Promotion of Antidrug Hotline – follow-up

Under 2004 campaign National Bureau supported preventive measures taken in student community (under National Antidrug Action „Drug-free universities” upon initiative of Ms Barbara Labuda, Secretary of State in Chancellery of President of Republic of Poland)

Main theme of communication: information provided by means of persuasion techniques

2004

„Drug-free universities”

Narrow target group,

interdepartmental cooperation,

departure from negative

message

General aim – underlining role of good

communication in family as protective factor in preventing drug use and most importantly drug addiction.

Target group: parents of adolescents

(content featured father-son relationship)

Providing basic information on drugs, alarming symptoms and most importantly promotion of communication and role of everyday talk in building proper relationship with child

Qualitative and quantitative studies before campaign and evaluation

Communication tools: ATL (TV, radio, Internet, Cinemas, press), BTL (brochures, posters)

Promotion of Antidrug Hotline and Online Counselling Centre

Campaign launched in cooperation with advertising agency and key media in Poland as well as support at local and regional level

Main theme of communication: positive

2005 -2006

„Closer to each other – further

away from drugs”

Research, positive message,

broadening coverage,

professional selection of media,

number of partners

General aim–raising importance of communication QUALITY within family as protective factor in preventing drug use and most importantly drug addiction.

Target group: parents of adolescents

(content featured father-son relationship)

Providing basic information on drugs, alarming symptoms and most importantly promotion of communication and role of everyday talk in building proper relationship with child

Qualitative and quantitative studies before campaign and evaluation

Communication tools: ATL (TV, radio, Internet, Cinemas, press), BTL (brochures, posters), non-standard media (buses, trains, underground– under local actions)

Promotion of Antidrug Hotline and Online Counselling Centre

Campaign launched in cooperation with advertising agency and key media in Poland as well as support at local and regional level

Main theme of communication: positive

2005 -2006 „Closer to each

other– further away from drugs

- continuation”

2-year project, positive climate,

non-standard media, broad

regional/local coverage,

evaluation

Aims: project promotion- building broad coalition

involving all key social partners to implement drug

prevention actions.

Mobilising local communities to take responsibility

for drug prevention.

Developing draft legal changes intended to support

local communities in drug prevention.

Communication tools: local press, Internet

Campaign launched in cooperation with Foundation in Support of Local Democracy Transition Facility 2004 ,,Support for regional and local communities to prevent drug addiction on the local level "

Main theme of communication: informative and promotional

EU funds, professional project

promotion at local level

2006-2007

,,Support for regional and local communities to prevent drug

addiction on the local level”

2007-2008

„Watch your drink”

Aims: Modelling behaviours related to safe

fun in recreational settings as response to

threat of substances used for criminal

purposes (e.g. GHB), i.e. to incapacitate

victims by adding such substances to drinks

with intent to commit rape, theft or another

offence.

Target group: young people, club and disco

goers

Non-standard media– W4OCZY, Internet

Broad scale social campaign conducted by

local implementers (Marshal’s Offices,

Municipal authorities, Communal authorities,

Police Headquarters, etc.) – posters,

promotion of www.pilnujdrinka.pl

Main theme of communication: behavioural, positive

Quick response, behavioural

message, low cost, building

social coalition

2008-2009

„Do you know what you are carrying?”

General aim: Protection of Polish tourists

against inadvertent trafficking of illegal

psychoactive substances

Target group: tourists at airports

Tool: leaflet distributed at airports during

summer holidays

Main theme of communication: informative

Precisely targeted action

Aims: Information and education of young people on

consequences of using psychoactive substances

contained in legal highs

Target group: young people, disco and club goers

Public Relations Actions

Media– Internet

Broad social campaign conducted by local

implementers (Marshal’s Offices, Municipal

authorities, Communal authorities, Police

Headquarters, etc.) – posters, promotion of

www.dopalaczeinfo.pl

Main theme of communication: informative and partnership-based

2009 „Legal highs can burn

you out– Face the facts”

Quick response, precise

targeting, social coalition, low

cost, Internet

DON’T DRUG DRIVE. DRUGS TURN OFF

YOUR BRAIN – 2009

Campaign targeted young people aged 16 – 25, disco and club goers, engaging in risky behaviours, including driving under the influence of drugs, so-called return rides from parties

Message was emotional in character, based on symbols and showing whole range of consequences of risky behaviour

Message targeting both drivers and potential passengers

Campaign awarded in the international „Impact Awards 2009” competition by League of American Communication Professionals (http://www.lacp.com/2009impact/8401A.HTM).

Communication tools: television, radio,

posters, mini billboards; press poster,

campaign gadgets,

website on effects of relevant groups of

substances on driving performance,

events/club actions (Warsaw, Gdansk,

Gdynia, Sopot, Silesia), Public Relations

Actions (including media monitoring), online

banner action and on Youtube.com, cinemas.

DON’T DRUG DRIVE. DRUGS TURN

OFF YOUR BRAIN

www.rozumwysiada.pl,

DON’T DRUG DRIVE. DRUGS TURN OFF YOUR BRAIN 2009

Continuation of 2009 edition

Coming back home safely is especially important for party-goers aged 16-25. Good fun and no imagination prove to be fatal for them. The responsibility is shared by both drivers and passengers.

Previous edition of the campaign played heavily on emotions. The second edition focused on building positive relationships with young people.

The message based on

the ideas of harm reduction.

Don’t drug drive. Drugs and alcohol turn off

your brain - 2010

The campaign featured a website

www.planujpowrot.pl containing basic

information on the effect of drugs and

alcohol on the driving performance and

the website users could enter a

campaign-related competition.

Radio and TV spots as well as posters

and other campaign materials were

prepared

TV spot was given an important issue

award by TV viewers: MTV Spoters

Awards 2010

Don’t drug drive. Drugs and alcohol turn

off your brain - 2010

Features of preparing media campaigns –

Polish experiences

Defining social problems related to drugs and drug addiction and their

mechanisms by means of research tools: quantitative and qualitative

studies based on epidemiological data.

Narrowing definition and communication means to selected target groups

in order to enhance impact of persuasion message

Increasing coverage of projects

Emphasis on adequacy and effectiveness of actions in relation to

campaign aim and target groups

Application of non-standard forms of communication and media –

including role of PR interventions

Transferring actions into the Internet as young people’s medium

Developing solutions for local communities in order to adapt actions to

needs of local communities

Departure from stereotype of negative campaigns in favour of positive and

behavioural ones

Thank you!

[email protected]

[email protected]