In most schools, Dover included, there is exaggerated beliefs about drug use by peers. Students believe there is more drug use than there really is. This can increase drug use by making it seem “normal.” The Dover Coalition for Youth is implementing a yearlong social norming campaign to address this problem. Social norming is a marketing approach that uses facts to counter misperceptions.
The Majority Rules campaign has been developed and will heavily marketed at Dover High School throughout the school year. The campaign will include everything from posters to radio ads to video contests.
One element will include a text messaging. Students will be able to text MRULES to 77948. Once they have subscribed the Coalition will be able to send them a variety of text messages throughout the year. These texts will include positive campaign messages and poll questions about drug use. In order to keep students engaged and reading the messages we are looking to partner with local businesses to offer incentives. We are looking to partner with one business each month to text a coupon with a special offer to students. The student would then be able to visit your business and redeem the incentive by showing the text message. Offers could be anything from a free slice of pizza to half off a game of bowling.
For more information about the campaign or to discuss potential promotional offers please contact Vicki Hebert at v.hebert@dover.nh.gov or by calling 603.516.3279.
The Dover Coalition for Youth is a non-profit community organization that provides comprehensive and coordinated drug prevention efforts for the citizens of Dover. The Coalition is the means by which we hope to bring all of the elements of the community together to take on underage drinking, marijuana and prescription drug abuse. No one agency, business, or program can solve the complex issues associated with substance abuse. The Coalition promotes a cooperative approach to prevention that results in a consistent strategy and message.
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