The Keepin’ It REAL campaign aims to teach middle school students substance refusal strategies through the REAL method developed by narrative theory. The campaign, although successful, has definitive strengths and weaknesses in its execution. Through an explanation of the use of theory as well as message design, strategy and development, the campaign’s thought process and execution will be outlined. Strengths and weaknesses will be outlined through the critiques of the use of theory, missing campaign stages, and message design and channel selection. Keepin’ It REAL is a pioneer in using the narrative theory to relate to a people group different from the researchers. The theory was central to the success of the campaign, but with some adjustments its reach could be even larger and more impactful.
Social Problem Campaign Addresses
The social problem in the Keepin’ It REAL campaign was drug use in adolescents, specifically seventh grade students (Miller-Day & Hecht, 2013, p. 657). Preteens and teenagers face pressure to use and take drugs from their peers, so this campaign is aimed at learning how students refuse drugs and what ways are the most effective for them to refuse the substances from their peers. This campaign ended up reaching 2 million seventh grade students in 45 countries and educated them about drug refusal narratives from their peers (Miller-Day & Hecht, 2013, p. 657).
Use of Theory
The Keepin’ It Real public health campaign used the narrative theory to form
Adolescence is a time where adolescents grow and mature at a rapid rate. It is also a time where adolescents are more vulnerable to taking risks, such as using and becoming addicted to illegal substances, due to raging hormones. Whether or not an adolescent chooses to engage in drug use and abuse depends on their home environment and those they choose to associate themselves with. Adolescents are confronted with an enormous amount of pressure to participate in risky behaviors by their peers. According to Broderick and Blewitt (2015), “risky behaviors are behaviors that constitute a departure from socially accepted norms or behaviors that pose a threat to the well-being of individuals or groups” (p. 389). One such risky behavior is drug use and addiction. Some adolescents use cocaine, heroin, methamphetamine, and prescription drugs in order to get “high”. Adolescents who engage in drug use are likely to become addicted, and thus, their addiction will negatively affect their brain development.
According to DrugAbuse.gov, long-term studies of drug use patterns show that most high school students who use other illegal drugs have tried marijuana first. Teens are often peer pressured into doing drugs; they get to comfortable with them they inevitably reframe to harder and more potent drugs. In Cole Meyer’s short story, “Addiction” the narrator is a struggling teen addict and his addiction continues to worsen as he ages. Meyer uses setting, character and conflict to illustrate the devastating effects of addiction on the individual.
According to Columbia Casa and University of Minnesota (2015), students are facing the demands of coursework, part-time jobs, internships, social obligations and more, many turn to drugs as a way to cope. More students than ever are taking stimulants, such as Adderall, for example to help students stay awake long enough to study or complete assignments on time. All too often, these prescription drugs are obtained without a legitimate prescription or with legitimate prescription and are selling to friends and others. Students are now exploring many new aspects of their lives and wonder what could come their way. It’s not uncommon for that self-exploration to dip into drug experimentation. Students who are surround themselves with other experimenters that are trying recreational and performance-enhancer drugs are more likely to try these substances for themselves. These habits lead to a drop in a college students academic grade and has been proven to do so. (Addiction Center 2015) According to National Institute on Drug Abuse Young Adults ranging in age 18-25, the abuse of prescription drugs is second only to abuse of
These numbers reveal that teenagers face an apparent exposure to drugs, and have little trouble getting a hold of some if desired. This article concludes that drug use and its consequences are not stressed enough in the current high school curriculum. The statistics prove that more needs to be done to identify and educate students at risk for drug use.
Teenage drug abuse is an issue that can result from a wide variety of social influences, stressful events, and mental disorders. Drug abuse among adolescents is a troubling issue because it decreases focus, increases the chance of consistency in behavior during adulthood, increases the chances of developing emotional issues, permanently damages the brain, and damages tissues in every system that can lead to death. Previous scientific research has identified that social factors, including the media and peers, play an important role in psychological development and impact the adolescent's decision to start experimenting with substances (Botvin 888). Appropriate solutions for the teenage drug abuse issue already exist, but the only remaining
This is written as if not a call to action, then a call to galvanize. The purposes of this report is to enable readers to through empirical and contextual description see the war on drugs for what is really is: a public relations ploy whose end results are not fighting drugs, but
Children, starting as early as elementary school, are being educated on substance abuse. As of 2013, Drug Abuse Resistance Education, D.A.R.E., administers a school-based substance abuse, gang, and violence prevention program in 75 percent of the United States school districts. Since 1983, 70,000 police officers have taught the D.A.R.E. program to approximately 114 million elementary through high school students in the United States alone ("Is the D.A.R.E. Program Good for America's Kids K-12?"). This program is aimed at preventing drug use in elementary, middle, and high school students. A needle-exchange program implicitly encourages the exact opposite message, condoning immoral and illicit behavior. Governments should focus on discouraging drug use, providing more productive treatment for recovery, and punishing drug users instead of supplying the materials to continue their addiction. Young children have the potential to take more risks and must receive a clear message on drugs, which should coincide with the no tolerance policy they are being taught in school with implementation of the D.A.R.E. program. A needle-exchange program is more of a hopeful harm reduction campaign that sends the wrong message to young children and society as a whole. If there is to be a positive change in America regarding intravenous drug use, then the government and school programs all need to be on the same page; we
Today’s teenagers are more prone to drug abuse because they see it as a way of rebellion. Author Tiana Rosenberg stated on 2012 that more and more teens are smoking each year because it is considered cool. It’s a form of teenage rebellion, the carelessness and disobeying adults. Teens think they are invincible and overweigh the pleasures of doing drugs over the risks. Part of the brain dealing with making decisions are still developing (Moore
A drug is a substance that alters the mind, body or both. Drug use is an increasing problem among teenagers in colleges today. Most drug use begins in the preteen and teenage years, the years most crucial in the maturation process (Shiromoto 5). During these years adolescents are faced with difficult tasks of discovering their self identity, clarifying their sexual roles, assenting independence, learning to cope with authority and searching for goals that would give their lives meaning. Drugs are readily available, adolescents are curious and venerable, and there is peer pressure to experiment, and there is a temptation to escape from conflicts. The use of drugs by teenagers is the result of a combination of factors such as peer
Say no to drugs! Goggle search said “Drugs are one of the top causes of teen deaths and suicides in the United States.” Drugs have been around for years and each year the death rates and suicide rates have increased dramatically especially in teen students. This is why it is very important that parents teach their kid at an early age about drugs. The Teachers and school staff are trying their best to teach the kids that drugs are not cool. The schools think it is best that all Middle School Students should be drug tested. The drug-testing program serves as a deterrent for middle school students that are encountering drugs of all kinds, including steroids, alcohol and marijuana.
Stories such as Farinick’s are not uncommon. Recent U.S. government reports have shown the increasing amount of teen deaths as a result of drug overdoses. Horrifyingly, teen’s perceptions about drugs have been changing. In the Monitoring the Future survey, a survey run by the National Institute on Drug Abuse, Lloyd D. Johnston, the principal reporter for this survey reported that only 36% of 12th graders said that they thought that smoking pot is harmful (Johnston).
The Drug Abuse Resistance Education program known as D.A.R.E has become a very widespread and popular program throughout the United States. The program appeals to all ethnic, racial, and socioeconomic lines, which is a large part of the reason why the DARE program has grown exponentially. The program’s basic premise was meant to introduce kids to the danger of drugs, before the drugs got to them. The implementation of the DARE program appeared to be what America needed to begin to put a dent in the war on drugs.
Drug use is an increasing problem among teenagers in today's high schools. Most drug use begins in the teenage years, these years are the most crucial in the maturing process. During these years adolescents are faced with the difficult tasks of discovering their self identity, clarifying their sexual roles, assenting independence, learning to cope with authority figures and searching for goals that would give their lives meaning. Drugs are readily available, adolescents are curious and venerable, and there is peer pressure to experiment, and there is a temptation to escape from conflicts. The use of drugs by teenagers is the result of a combination of factors such as peer pressure, curiosity, and
In today’s society, teens are a common target of anti-drug campaigns and government advertisements. The goal of these campaigns is to make teens and young adults aware of the dangers associated with drug use. While these campaigns are generally effective, teens are still greatly tempted by the dangerous, exciting, and fast-paced world of club drugs. Despite the information they are constantly receiving from their teachers, parents, and government media, some teenagers will still adamantly pursue drugs in hopes of finding “a good time.”
If you have ever seen the movie The Wolf on Wall Street, there is no doubt you have seen the effects drugs can have. Leonardo DiCaprio portrays a high-strung stock broker reliant on a multitude of illegal drugs to keep up with his hectic life style. His addiction gets so severe that at one point in the movie, he is lying on the floor, unable to move due to the drugs’ effects on his body. Even though the movie is set in the 90’s, a decade infamous for its use of drugs, today, drug usage and abuse has never been more of an issue. According to Alice Park (2016), “More people died of drug overdoses in 2014 in the U.S. than in any other year” (p.49). What people fail to realize is that drug abuse effects more than just the individual that uses them. The loved ones trying to support the user, the community the user is in, can all be affected by drug abuse. In fact, all members of society are affected by the abuse of drugs. In short, no one benefits from drug abuse. In the words of the Nation Institute of Drug Abuse, “Drug abuse is a major public health problem that impacts society on multiple levels. Directly or indirectly, every community is affected by drug abuse and addiction, as is every family. Drugs take a tremendous toll on our society at many levels” ( Magnitude, 2016).