Teens Driving Innovative Health Communication Strategies

Background:

For over fifteen years, the Taking Responsible Actions in Life (TRAIL) program has fostered a unique and innovative partnership between youth and community members in Cabarrus County. Through the formation of a Teen Task Force (TTF), youth are treated as equal partners and provided the opportunity to incorporate their ideas and values into local community initiatives. Research supports that adolescents are credible educators and influencers and the Social Cognitive Theory dictates that youth are more likely to model behaviors that they deem supportive. For this reason, utilizing adolescents in communication campaigns is vital.

Program background:

The TRAIL Teen Task Force (TTF) is an intensive training and mentorship program that models the Search Institutes’ Asset Building Approach. This positive youth development framework is designed to build internal and external youth assets in order to empower youth. A select group of juniors and seniors are nominated, selected, and trained to serve as role models and educators to help instill positive attitudes regarding healthy decision-making in their communities. Through participation in the TTF, youth have ignited provoking community conversations and brought intentional awareness to subjects such as equity, diversity, mental health, teen pregnancy, STD prevention, and substance use. Additionally, teens have implemented several communications initiatives, including the TRAIL Social Norms Campaign, Dose of Reality Art Competition and Sticker Shock Campaign.

Evaluation Methods and Results:

The Teen Task Force created age appropriate content on adolescent health concerns. This included strategically placed messages at eight local middle and high schools and over 90 social media posts annually. Data was collected using online surveys at baseline, short-term, and long-term follow-ups at participating schools. Students reported higher rates for positive engagements with mentors (94.3%) than social norms marketing campaign posters and newsletters (35.8%). The Dose of Reality Art Competition was created to provide students the opportunity to submit paintings/drawings, photography and digital art that demonstrated their perspective on substance use and mental health and how it impacts their world. Students promoted this competition, conducted outreach and collected artwork. The competition collects an average of 150 art pieces annually. The pieces provide an opportunity for teens to express their views artistically and for community members to see the effects of substance use through the eyes of adolescents. The Sticker Shock Campaign allowed for teens to combat underage drinking by designing and placing over 500 prevention stickers on alcohol products at participating sites.

Conclusions:

With a strategic and effective training and mentoring program in place, TRAIL’s TTF has demonstrated that youth in Cabarrus County are capable of creating and spearheading communications campaigns. The TRAIL Social Norms Campaign also highlighted the need for more relational work and digital campaigning to reach youth.

Implications for research and/or practice:

Innovative approaches that incorporate youth involvement increase health literacy and raise awareness about issues adolescents face in their communities. Youth, given the opportunity, possess a fierce passion for bettering the lives of others. Programs can optimize their health initiatives by having youth serve as educators, advocates, friends, and allies.