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ECPA ENTRY from Latvia State Police of Latvia project “Youth against drugs“ Partner - Latvian Association of Addiction Psychologists (2010. – 2013.) Background Baltic countries joining EU and Schengen zone > crimes related to drug storage, transit, distribution went up tremendously > criminal cases involving drugs increased from 1432 cases to 2511 cases per year - risk for youth > Age 16 – 21 the highest rates of experimenting usage of psychotropic substance, every 3rd has tried marihuana Foundation • The aim – to decrease drug usage and distribution among young people • Raise awareness of young people about legal liability of drug usage, storage and distribution, widen knowledge about institutions involved in the fight against drugs • Target group 14 – 19 Budget and duration • Total - 599,946 EUR • EC financial support - 419,962 EUR • Duration - 24 months + dissemination of the results Activities • Public opinion pool (as the basic for further activities) • Social media campaign (3 steps) • Simulation role games as an innovative aproach to crime prevention • Handout materials • Publications • Guide book for simulation role game organizers Public opinion pool • 1255 respondents,14 – 19 old • The young people self – assesment is extremely high, but the real knowledge and possesion of information is comparatively low and faulty. • Only 57% of respondents know that administrative liabilty is from age 14 • Only 20% of respondents know that criminal liability is from age 14 • Identify faulty views > inform > change Social media campaign 1/5 • 3 steps (September 2010, January 2011, September 2011) • TV clips LV and RUS (30” un 60”) • Radio clips LV and RUS • Outdoors, flyers for public transport • Clips at cinema (Riga and 6 regional) • Internet activities (social media) • Activities at skate-parks, film about skater’s lifestyle without drugs Social media campaign 2/5 “If you use drugs, drugs actually use you” Outdoors Outdoors Outdoors Flyers in public transport Internet 3/5 The main media channel • 79% of target group uses every day • The most popular activity – communication in socilal site – www.draugiem.lv • Second popular activity – playing games in internet Digital internet solutions 4/5 • Integrated mechanism in www.draugiem.lv game “Ferma”, which encourage a player to come to www.sargi-sevi.lv • Virtual arest for thouse, who accepted “marihuana try” from “dealer” • To unblock profile, should find code www.sargi-sevi.lv www.draugiem.lv/sargisevi 56 000 warning e-mails about legal liability Digital internet solutions, results 5/5 draugiem.lv/sargisevi • At 2nd step more then 10 800 users saw a “marihuana dealer” • 5 532 went to www.sargi-sevi.lv • More then 50 000 page views • More then 12 000 fans (10x more then was preticted) • More then 600 questions to our experts • Several interactive polls/discussions proposed from our experts • 1st place at TOP100 from draugiem.lv social pages (20.,52.,53. place from all) • At 1st step more than 40 518 “virtual arests” Results • Up to 500% visitations www.sargi-sevi.lv • More then 60 000 uncial viewers www.twitter.com/sargisevi Simulation role games 1/3 • Chance to feel in one of 7 institutions’ role (police, border guard, school, self-government, hospital, journalists, NGO). • Chance to figure out specific function of governmental and non-governmental institutions, which are involved in faith against drugs. • Chance to think strategical and improve communication skills, choose future proffesion. • Working together with expert, who helps the team. • There is a game’s scenario, which all teams get before starting a game. Why simulation role game is succesful and effective approach to drug addiction prevention? 2/3 • Alternative setting/surrounding • Belonging to the group • Role encourages to educe/find out subscouncious skills • Emotional learning instead of lectures (memorizes up to 85% information) • It doesn’t learn what good or bad is, but lets every participant think him/herself, get to personal opinion and make conclusions. • Information deliver forward in informal way (mouth-to-mouth) Simulation role games 3/3 • 96% of participants evaluated game with max points • ~ 200 young people and 35 teachers took part • More than 30 experts (local police officers, psihologists, represaentatives from LT and EST) • Multiplicator principle (guide book for organizars LV and RU 35000 copies) Handout materials Guide book about simulation role games Handout materials Handout materials Handout materials Games Handout materials • Thematic souvenirs Conclusion Efective • Use actual modern digital media solutions to achieve maximal target group/social media role • Traditional and innovative methods mixing • What happens after? Multiclipator principle/succesion Thank you for your attention!