The Planet Youth Practice Toolbox:
Media Prevention Campaigns
Inspire Parents
A social campaign in Vilnius, Lithuania, was designed to inspire and support parents in guiding their children toward safe, meaningful experiences rather than experimenting with psychoactive substances. Through relatable moments of adolescence, such as playing sports, learning to drive, or developing personal style, it encouraged parents to stay close, speak openly, and create opportunities for positive shared experiences. The campaign was rolled out through local and national media, social platforms, and community channels, with plans for continued visibility and seasonal follow-up activities. This approach shows how prevention messaging can be made relevant and engaging by focusing on everyday life situations that resonate with both parents and young people.
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Using Youth Data in Media Campaigns
Chewing Tabacco
One impactful campaign in Iceland aimed at reducing chewing tobacco use among athletes, particularly in the sports community. Research revealed that this habit was common among sports participants, leading to a campaign that featured professional football players who do not use chewing tobacco as role models.
This initiative was developed in collaboration with the Directorate of Health, the National Sports Association, the Football Association, the Olympic Association, the National Wine and Liquor Store, and the Icelandic Centre for Social Research and Analysis (ICSRA).
This initiative was developed in collaboration with the Directorate of Health, the National Sports Association, the Football Association, the Olympic Association, the National Wine and Liquor Store, and the Icelandic Centre for Social Research and Analysis (ICSRA).
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Nicotine pouches are Annoying
This campaign managed by Directorate of Health, aired on social media and Icelandic TV, highlights the addictive nature of nicotine pouches and their impact. The video transcript portrays nicotine pouches as an annoying yet persistent "friend," always present and making moments seemingly better, while reinforcing their addictive hold. The message emphasizes that nicotine pouches are bothersome because they create a difficult-to-break addiction.
The Directorate of Health in Iceland, October 2024.
The Directorate of Health in Iceland, October 2024.
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Parent Responsibility
This campaign focused on engaging parents of teenagers entering high school, reminding them that they are responsible for their children until they turn 18. It encourages parents to "loosen the leash" while emphasizing the importance of not letting go entirely, fostering a balance between independence and guidance. By promoting open communication and continued support, the campaign helps parents navigate the challenges of adolescence.
The campaign outlines several key points, such as the necessity of parental supervision, establishing clear boundaries, and fostering open communication about the potential risks associated with newfound independence. It stresses that supportive parenting leads to better outcomes, including lower rates of substance use among adolescents. The initiative provides useful resources, such as school websites and parental councils, encouraging parents to stay informed and engaged in their child's education and social life.
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Outdoor summer festivals
This campaign targeting outdoor festivals in Iceland addresses the critical issue of adolescent substance use during these events. Launched shortly before major festivals, it aims to educate parents about the potential risks associated with large gatherings.
Run by 13 collaborating Icelandic organizations, including public institutions, NGOs, insurance companies, and sports associations, the campaign promotes the message: "Let’s give freedom but show responsibility." By fostering open dialogue between parents and teenagers, it emphasizes the role of responsible parenting in mitigating substance use among young people.
Violence
This campaign targets parents of teenagers, highlighting the alarming presence of violence in social media, where groups of young people engage in and normalize violent behavior through graphic videos. The campaign emphasizes that by watching, sharing, or sending these videos, children contribute to the cycle of violence.
In response to the serious consequences of such behavior, the police urge parents to initiate conversations with their children about violence, encouraging them to report rather than participate. By fostering awareness and open discussions, the campaign aims to protect young people from the harmful effects of violence and prevent the normalization of aggressive behavior in their generation. It features messages from law enforcement and influencers and is distributed across social media to reach children, teenagers, and parents alike.
In response to the serious consequences of such behavior, the police urge parents to initiate conversations with their children about violence, encouraging them to report rather than participate. By fostering awareness and open discussions, the campaign aims to protect young people from the harmful effects of violence and prevent the normalization of aggressive behavior in their generation. It features messages from law enforcement and influencers and is distributed across social media to reach children, teenagers, and parents alike.
Write your awesome label here.
Write your awesome label here.
Write your awesome label here.
Write your awesome label here.
Write your awesome label here.