OR DHS Positive Cultural Framework Project, Phase II

The purpose of this project is to provide support to the Oregon Health Agency for the development of a communications effort, appropriate for both youth and adults across the social ecology regarding attitudes and perceptions of underage drinking.

The purpose of this project is to provide support to the Oregon Health Agency for the development of a communications effort, appropriate for both youth and adults across the social ecology regarding attitudes and perceptions of underage drinking.  The communications effort will employ Positive Community Norms messaging.  Positive Community Norms Messages include, but are not limited to: messages to parents that providing alcohol to your children and their friends at home is NOT okay and providing positive messages which show that most young people DON’T use alcohol. Media products may include, but are not limited to radio, television and newspaper public service announcements, printed materials and website content. The campaign will provide a common message for counties and communities across the state. At intervals, the norms will be reassessed to determine progress toward the desired healthy norms (i.e., people under 21 years old realizing the norm is not to use alcohol and to maintain a healthy lifestyle). This project will be led by the Center for Health and Safety Culture.  Activities will include planning meetings with the Oregon Health Agency, stakeholder outreach and training, development of a communications plan, and testing and evaluation of the messages for the communications campaign.