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A Prevention Strategy for Canada’s Youth

A Prevention Strategy for Canada’s Youth. Substance Abuse and Schools in Canada: A Round Table April, 2008. Background & Context. The National Framework for Action outlined 13 priorities areas

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A Prevention Strategy for Canada’s Youth

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  1. A Prevention Strategy for Canada’s Youth Substance Abuse and Schools in Canada: A Round Table April, 2008

  2. Background & Context • The National Framework for Action outlined 13 priorities areas • We are proposing a process for youth that mirrors the strategies already developed for Alcohol, Workforce & Treatment: • Cross-Canada consultations • Thematic Workshop • Meetings of a Working Group of multi-sectoral participants • Discuss and expand on results of the thematic workshop and discussion papers; • Reach consensus on a vision and approach; • General consensus reached on Recommendations • Move to Implementation

  3. National Anti-Drug Strategy (NADS) • Prevention • Treatment • Combating illicit drug production and distribution • Prevention Action Plan is the youth component (focused exclusively on illicit drugs) • Health Canada’s Mass Media Campaign • National Drug Prevention Awareness Committee (NDPAC) • CCSA’s Drug Prevention Strategy for Canada’s Youth

  4. CCSA’s Drug Prevention Strategy for Canada’s Youth • Goals: to reduce illicit drug use in Canadian youth aged 10-24 • Builds on the knowledge and experience of a broad, multi-stakeholder group of those involved with prevention and youth development in schools, families and communities • Three Deliverables: • Canadian National Standards • Media/Youth Consortium • Sustainable Partnerships/Youth Prevention Strategy

  5. Media /Youth Consortium • Uniting national media corporations and organizations who market to youth, as well as organizations that provide services to youth to extend and reinforce consistent prevention messages. • This approach delivers messaging directly to youth in two ways: • Through the organizations that work with youth in their environment, and • Through the media that market to youth • The consortium is designed to complement and expand on Health Canada’s media awareness campaign

  6. Media /Youth Consortium • Progress to date • Working with DRAFTFCB, an international marketing communications agency, to develop a validated strategic approach to communication messaging and materials • Currently testing four unique “strategic territories” through online survey and focus group with youth ages 10-24 • Development of a draft operational structure that is responsive to key priority areas and leverages existing communications materials and delivery channels • Moving forward • Finalize operational structure • Identify key priority area and approach key partners

  7. Moving Towards Our Objectives • Foundation Work to Date: • Substance Abuse in Canada: Youth in Focus • Prevalence Data • Stakeholder Survey • Standards • Early Offers of Partnership • Commitment to making the most of what we have: • Connecting the dots, expanding the network of partners, building a long term sustainable approach

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