Transcript A Drug 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

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
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
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
National Drug Prevention Awareness Committee (NDPAC)
CCSA’s Drug Prevention Strategy for Canada’s Youth
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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
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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
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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
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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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