A new anti-drug effort, Students Taking Action Not Drugs (STAND), is geared towards students 18-25 years of age. Students' peers distribute hardcopy materials, hoping to reach "college students by relaying drug information they can understand within their own cultural context," says the program's creative director, Peter Klaus. Drug Free America Foundation, Inc. is conducting the project.
STAND Launches One-of-a Kind Drug Prevention Campaign for College Students
U.S. Health and Human Services-Funded Initiative Uses Integrated Online/Offline Approach to Reach 18-25 Year-Olds
(St. Petersburg, FL) – STAND (Students Taking Action Not Drugs), an arm of Drug-Free America Foundation, Inc., launched its college-based drug awareness campaign this week on college campuses throughout Florida, including the University of Florida, Saint Leo University, St. Petersburg College, the University of South Florida, the University of Central Florida, Eckerd College and Santa Fe Community College. STAND uses an innovative online/offline approach to reach college students through a professionally designed communications campaign. The initiative is funded through the U.S. Department of Health and Human Services.
"University health professionals today lament the lack of nonpartisan, science-based, accurate drug information available to college students," Kevin Sabet, founding director of STAND, commented. "STAND hopes to fill that gap by creatively reaching college students and enabling them to make healthier decisions about drugs and alcohol."
STAND's campaigns – which are free – reach students through peer-disseminated hardcopy materials such as posters and postcards. These materials, in turn, promote STAND's cutting-edge web site that provides drug education information in various categories. The keystones of the program are its ever-shifting creative themes that prevent the STAND brand from getting stale.
"At a time when scientists and practitioners are scratching their heads as to the best way to reach this highest drug-using age group, STAND's marketing techniques appeal to college students by relaying drug information they can understand within their own cultural context," remarked Peter Klaus, STAND's Creative Director, who is an associate at the global communications firm Fleishman-Hillard.
STAND's campaigns can easily be integrated within a college or university's own peer or health education programs, or it can be implemented as an independent, student-run university club. Colleges in Florida are taking various routes to deliver STAND's message and the campaign will be expanded throughout the nation during 2006.
"The STAND campaign is a unique approach to drug education and shows strong promise," said Tavis J. Glassman, Alcohol and Other Drug Prevention Coordinator at the University of Florida. "This campaign will allow students to learn more about the hazards associated with alcohol and drug use as well as provide opportunities for student involvement in this very important health issue."
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STAND is a project of Drug Free America Foundation, Inc. based in St. Petersburg, Florida. Drug Free America Foundation, Inc. is an international drug prevention and policy organization committed to developing, promoting and sustaining global strategies, policies and laws that will reduce illegal drug use, drug addiction, drug related injury and death.
Credit to Oxford PhD student Kevin Sabet for this story.