Implementation Plan: School Media Project

Philosophy of Campaign:

The purpose of the school media campaign is to bring awareness to society’s false assumptions about youth by:
- Increasing the perceived value of the opinions and beliefs of young persons
- Increasing perceived feelings empowerment and self-determination in young persons

It is important to not generalize that all young people feel the same way about alcohol. Most young Canadians frown on heavy drinking. A study found that 95% of young people agreed that it was dangerous to drink and drive. In addition, the majority of youth agreed that alcohol effected reaction time, was harmful to an unborn fetus, made it hard to concentrate and is habit forming (Smart & Ogborne, 1996). In a national study it was found that youth do not believe that one should drink until the effects of the alcohol are felt in most situations such as parties, sporting events or even at home (Smart & Ogborne, 1996). To generalize that all youth will be involved in alcohol related risk behaviours creates false assumptions in society.

The Campaign:

a) An empowering project such as this would allow youth to bring awareness to alcohol stereotypes in their generation. The school media project would allow students to come together to create short movies, brochures, posters etc. about how they feel about alcohol and responsibility. They could shed some positive light on their peers from their point of view, to break away from the assumptions that all youth who drink display negative behaviours.
b) These forms of media could be advertised around their school or in the community. When students come together they can make a difference, therefore creating an empowering movement.