Strategic Plan to Address Underage Drinking in Darien, Connecticut

The Town of Darien’s Thriving Youth Task Force (TYTF) was formed in 2008 with the following mission: “Involving all sectors of our community, we are a catalyst in Darien for developmental asset building through meaningful experiences, opportunities, skills and relationships that benefit all our children.” Coalition members include a diverse group of forty-two leaders from organizations serving youth in Darien. Members include key staff members from the Darien School System and Board of Education, Local nonprofits working with youth, the Darien Police Department and the Board of Selectman. Darien High School Teen Members of the Youth Asset Team also participate in coalition decisions and activities. Since 2008 the group has met bi-monthly for the purposes of surveying Darien students using the Search Institute’s Resources and Asset Survey, educating the community about the 40 Developmental Assets™ and engaging all sectors within the town in asset development. The Community Fund of Darien, through the TYTF, has administered the Search Institute’s Resources and Asset survey to Darien’s public school 7th through 12th grade students in 2008, 2011 and 2014. Results have been made public to the community each year through a “report card.” Darien is a coastal community in lower Fairfield County with a population of 20,732. Darien’s 2009 census indicated that Darien had the highest proportion of its population under 18 years (36.8%) compared with any town in Connecticut (23.5%). Darien saw the greatest increase in youth regionally with an increase of 3% between 10-19 year olds, while older residents decreased. 1 There are a total of 4,899 students enrolled in the Darien Public School system, with 2,404 elementary school students, 1,124 middle school students and 1,371 high school students, respectively. Darien’s Connecticut Economic Resource Center Town Profile indicates that Darien is 95% white, approximately 2.5% Asian, 2.9% Hispanic, 2% Other/Multi-race, .2% Black and .05% Native American. The cost of living in Fairfield County is among the highest in the country. Darien has highest the median income in the sub-region, $201,000 compared to Connecticut’s median income of $67,315 and the average price of a home in Darien is $1,225,000.00, compared with Connecticut’s average of $291,000.00. While Darien is known for its affluence, nonprofit and human services leaders note that Darien continues to suffer the effects of the 2008 recession. In The Community Fund of Darien’s Human Services Planning Council, local nonprofit leaders have reported that there is a substantial, but hidden population of Darien families that are under-employed yet still living in expensive homes with large mortgages. 5.2% of Darien residents live in poverty, compared to 10.7% in the state of Connecticut. In Darien 343 children are on HUSKY for state-sponsored medical insurance. 145 families receive Supplemental Nutrition Assistance Program (SNAP). In Darien, less than 5% of families living below the poverty line are receiving SNAP while that number is closer to 50% in Bridgeport. 2 This lower income subpopulation is an area that merits further research and data collection Our target population is Darien 7-12th graders and their parents. The problem substance that we are addressing in this strategic plan is alcohol use. Alcohol is the most frequently consumed illegal substance for youth in Darien. 27.7% of Darien 7-12th graders consumed alcohol in the past 30 days. 14% of Darien 11th graders and 25.6% of Darien 12th graders have consumed alcohol 6 or more times. These numbers exceed the data for surrounding towns, the state of Connecticut and the nation. During our Needs Assessment process, Key Informant Interviews shared unanimous concern about underage drinking in Darien and how parent and peer norms influence this dynamic. The priority risk factors that our coalition chose to address are “Family Norms that Accept and Encourage Alcohol Use” and “Peer Norms that Accept and Encourage Alcohol Use.” The strategies the coalition will use to address these risk factors include a social marketing campaign for parents and teens, communication and education for students and Active Parenting classes for parents. Short Term Outcomes Long Term Outcomes 1. 5% increase in parents who report understanding the 1. Reduce 30 day use by 5% from 27.7% to 26.3% for difference between the adult and teenage brain. youth ages 12-17 by June 30, 2019

1 Darien, Connecticut 2014 CERC Town Profile. (Visited November 10, 2015), https://www.cerc.com/TownProfiles/Customer-Images/darien.pdf. 2 Fairfield Community Foundation. Hunger Lives Here: A Look at Food Insecurity in Fairfield County Connecticut. November 2013. p. 2. 2 2. 5% increase in parents who know the consequences of the social host law. 2. Achieve a 5% increase from 49.1% to 51.6% in youth 3. 5% increase in parents who have had a dialogue with perception of parental disapproval by June 30, 2019 their teen about underage drinking.

5% increase in students who can identify the risks of 4. 3. Achieve a 5% increase from 36.2% to 39.8% in youth underage drinking highlighted in the social perception of risk by June 30, 2019. marketing campaign and/or the communication and education campaign promoted by their peers.

Expected baseline data for the above Short-Term Outcomes: Sept 4. Achieve a 5% decrease in Junior and Senior Past 30 Day 30, 2016. We will measure these outcomes through one on one Use: interviews, focus groups and an online community-wide parent survey. We will measure the outcomes related to students through Junior: 57.5% - 54.6% one on one interviews, focus groups and Search Institute surveys. Senior: 67.1% - 63.7%

by June 30, 2019.

Our next opportunity to collect this data will be our Search Institute Survey, which will be administered in November of 2017 as well as November of 2020.

Section 2: Needs Assessment Problem, Risk Factors Summary and Prioritization

Data Used to Create Needs Assessment Key Informant Interviews  Jayme Stevenson, First Selectwoman, Town of Darien

 David Knauf, Director of Health Department, Town of Darien

 Olive Hauser, Director of Human Services, Town of Darien

 John Bradley and Mo Minicus, Darien High School Coaches for soccer and field hockey

 Dr. Jamie Roach-Murray and Dr. Cecile Windels, Pediatricians

 Duane Lovello, Chief of Police, and Detective Mark Cappelli, Darien Police Department

 Sherry Perlstein, CEO of Child Guidance of Southern Connecticut,

 Sarah Swible, Youth Ministry Coordinator at Noroton Presbyterian Church

 Dr. Nancie Spector, Child Psychologist

Data Sources

1. Darien, Connecticut 2014 CERC Town Profile. (Visited November 10, 2015), https://www.cerc.com/TownProfiles/Customer-Images/darien.pdf. 2. Fairfield Community Foundation. Hunger Lives Here: A Look at Food Insecurity in Fairfield County Connecticut. November 2013. p. 2. 3. Gillespie, Ingrid. LFCRAC’s Epidemiologic Profile of Substance Use, Suicide & Problem Gambling, (January 2013) p. 10. 4. Stamford Hospital’s Community Health Needs Assessment (2013). Alcohol Use, p.30. 3 5. Healthy Connecticut 2010: Connecticut Department of Public Health Planning and Workforce Development Section 2010 http://www.ct.gov/dph/lib/dph/state_health_planning/healthy_people/hct2010_final_rep_jun2010.pdf). 6. Connecticut Education Data and Research: Discipline Data. (Visited November, 20, 2015), sdeportal.ct.gov/Cedar/WEB/ct_report/CedarHome.aspx. 7. Department of Consumer Protection: 2014 Crime in Connecticut Report. (Visited November, 13, 2015) http://www.ct.gov/dcp/cwp/view.asp?a=1623&Q=276050&PM=1. 8. Department of Consumer Protection: 2014 Crime in Connecticut Report. (Visited November, 13, 2015 http://www.ct.gov/dcp/cwp/view.asp?a=1623&Q=276050&PM=1. 9. Stephen Busemeyer. What High School has the Highest SAT Scores? Hartford Courant. October 8, 2014, http://www.courant.com/data-desk/hc-connecticut-sat-scores-by-school-20141007-htmlstory.html. 10. Aaron Marsh. Class of ’15 More Targeted, Local in College Apps. Darien Times. June 10, 2015, http://www.darientimes.com/51395/class-of-15-students-more-targeted-local-in-college-apps/. 11. Connecticut Voices for Children: Youth Opportunity in Fairfield County. September 2014. p. 8, 16, 22, 24. 12. Michael Sauter. America’s Richest (And Poorest) School Districts. USA Today. October 3, 2015. http://www.usatoday.com/story/money/business/2015/10/03/24-7-wall-st-richest-poorest-school- districts/73205874/ 13. David Desroches. Darien School Town Employees Among Best Paid in the State. Darien Times. February 6, 2014. http://www.darientimes.com/28471/darien-schools-town-employees-among-best-paid-in-state/

14. David Desroches. Top Special Ed Admin in Darien Resigning. Darien Times. January 10, 2014. http://www.darientimes.com/27453/top-special-ed-admin-in-darien-resigning/

30 Day Use Comparison of Substances among 7-12th Graders

Darien Sub-region Connecticut National Alcohol 27.7% 18.3% 18.2% 14.4% Marijuana 13.3% 7.2% 8.8% 7.2% Tobacco 7.3% 9.3% 10.6% 11.3% Prescription drugs 2.4% 6-11% 11.1% 2.3%

Alcohol is the most consumed illegal substance for youth in Darien, Lower Fairfield County, Connecticut and the United States as a whole. As you can see in the “30 Day Use Comparison of Substances,” chart above, our survey results show Darien 7-12th graders consume more alcohol and marijuana than neighboring communities, the state and the nation. Darien students consume less tobacco and a similar amount of prescription drugs than their peers in neighboring towns, the state and the nation. Additionally, 16.9% of Darien 9-12th graders have admitted to drinking 6 or more times and 25.6% of 12th graders have admitted to drinking 6 or more times.

Past 30 day use of 2008 2011 2014 2014 2014 Overall Alcohol Males Females Increase/Decrease from 2011-2014 7th grade 4.5% 4.9% 2.2% n/a n/a -55.1% 8th grade 6.4% 6% 4.5% n/a n/a -25% 9th grade 20.6% 20.0% 18.4% n/a n/a -8.0% 10th grade 37.2% 34.4% 37.4% n/a n/a 8.7% 11th grade 47.2% 47.3% 57.5% n/a n/a 21.5% 12th grade 52.3% 54.1% 67.1% n/a n/a 24.0% 7-12th grade 27.3% 25.9% 27.7% 25.6% 29.6% 6.9%

The chart above details the past 30 day use of alcohol in Darien by grade. Our survey results show that 7th-9th graders’ alcohol consumption is decreasing. Darien 10th graders’ past 30 day use increased 8% and Darien 11th-12th graders showed 21.5% and 24.0% increases, respectively. Overall past 30 day use has increased 6.9% since 2011, a significant increase. 4 Four Core Measures: Darien 7-12th Graders 4 Core Measures 2011 2014 Increase/Decrease Past 30 day use 25.9% 27.7% 6.9% Perception of risk 40.1% 36.2% -9.7% Perception of parental disapproval 48.9% 49.1% .40% Perception of peer disapproval: “drinking 20.6% 22.4% 8.7% alcohol is not wrong.”

As you can see from the data above, Darien 7-12th graders’ perception of risk has decreased -9.7%, from 2011, perception of parental disapproval has increased .40% and perception of peer disapproval has increased 8.7%.

Risk Factors associated with underage drinking Magnitude Severity High Med. Low High Med. Low Retail availability of alcohol X X Data point(s) and/or narrative description: Our key informant interviews indicated there is little concern about students purchasing alcohol in Darien. The Darien Police department reported that they perform yearly liquor compliance checks and it has been a long time since they have received any complaints about Darien establishments selling to minors. Two key informants shared that they are aware of students purchasing alcohol in neighboring towns, Stamford and Norwalk, where it is more difficult to enforce liquor laws. Social access to alcohol X X Data point(s) and/or narrative description: Our key informant interviews indicated that students are accessing alcohol through their parents’ supplies, older siblings or friends at a party. 89% of our coalition surveyed indicated that they believe students are accessing alcohol from their parents’ supplies. 83% also believe that friends are providing alcohol and 66% believe older siblings are purchasing alcohol for younger siblings. Low enforcement of Liquor Laws X X Data point(s) and/or narrative description: The Darien Police Department provided data indicating that there were 4, 8 and 6 alcohol arrests in 2013, 2014 and 2015 respectively. They clarified this is not a complete picture of underage drinking in Darien. A gap in services related to this risk factor is the parental concern over the social and legal consequences of underage drinking, rather than talking with their child about the natural consequences of underage drinking. Police referenced that some parents are quick to threaten legal action to the police department in the event of an investigation or potential arrest. Low commitment to school X X Data point(s) and/or narrative description: All sources indicate that Darien students’ commitment to school is among their protective factors related to alcohol consumption. “We are success obsessed,” First Selectwoman, Jayme Stevenson explained. “Parents want their child to have every opportunity to succeed.” Darien students are high achievers, whose combined SAT scores place them among the highest in the state. 3 In 2015, the average DHS GPA was 3.401. Darien’s attendance records also speak to students’ commitment to school with only 4% of students being 5 Risk Factors associated with underage drinking Magnitude Severity identified as chronically absent compared with 7.75% for Lower Fairfield County and 10.7% for the state of Connecticut. 4The Search Institute Survey results highlighted Darien students’ high scores in the “Commitment to Learning” asset category. Darien students scored well above the national average for achievement motivation,(83%) time spent doing homework (79%) and active engagement in learning (71%). Promotion of alcohol use X X Data point(s) and/or narrative description: Darien’s ordinances do not allow billboards, so this promotion is more subtle as opposed to directly media driven. Key informants reported that they are unaware of alcohol being promoted through media targeting adolescents. Darien’s promotion of alcohol is more subtle as opposed to media driven. For example, there are nine liquor stores in Darien which is an indirect form of promotion. Key informants explained that alcohol is promoted in Darien mostly at private parties, such as end of sports season banquets, private gatherings on the beach and block parties. Peer norms that encourage/accept drinking X X Data point(s) and/or narrative description: 89% of our coalition members surveyed believe peer norms that encourage drinking are a significant factor related to underage drinking in Darien. The “Positive Peer Influence” asset for Darien 12th grade students (35%) was 18% lower than the National Average for that asset (52%). When asked, “How would my friends feel if I drank alcohol? (1-2 drinks per day) 77.6% of Darien students reported their peers would think it was “wrong or very wrong,” while 22.4% of students reported their peers would think it was “not wrong or somewhat wrong.” Family norms that encourage/accept drinking X X Data point(s) and/or narrative description: Nearly every key informant we spoke with shared concern about the parent norms in Darien and how that is having an impact on teenagers. Our survey data shows that students perceive that their parent’s disapproval decreases as they get older. Students’ perception of their parent’s disapproval declined between 1.5% to 6.5% in each substance since 2011. Alcohol is the substance with the lowest percentage of students who perceive their parents believe that regular use is “very wrong,” averaging 49.1% in 2014. This percentage is significantly lower than the DRG (2012-2014) average of 74.4% of students who perceive their parents believe” regular use of alcohol is very wrong.” It is worth noting that as parent disapproval declines throughout the high school years teen alcohol use increases. A local physician added, “Parent behavior is often no different from adolescent behavior, or pre-teen behavior: the importance of being cool with peers, opting to not follow rules because they are concerned about

3 Stephen Busemeyer. What High School has the Highest SAT Scores? Hartford Courant. October 8, 2014, http://www.courant.com/data- desk/hc-connecticut-sat-scores-by-school-20141007-htmlstory.html. 4 Connecticut Voices for Children: Youth Opportunity in Fairfield County. September 2014. p. 8, 16, 22, 24. 6 Risk Factors associated with underage drinking Magnitude Severity the social consequences instead of health or legal consequences. It doesn’t set up a great situation for our youth about role models to follow.” One community member noted, “The biggest promoters of alcohol are the parents themselves.” Low perceived risk of harm from alcohol use X X Data point(s) and/or narrative description: Darien’s Survey Addendum results indicate that student perception of harm related to alcohol has decreased 3.3% since 2011. One coalition member and parent explained, “[Students] aren't afraid there will be consequences because there rarely are -- students drink in private homes with parents present. Why would they get in trouble for drinking? For students who are caught there is frequently a parent who will do their best to make the problem go away.”

Importance and Changeability Rankings of Risk Factors for underage drinking Changeability: Low Rating Changeability: High Rating Importance: High Rating Family Norms, Peer Norms, Low Social Access enforcement of liquor laws, Low Perceived Risk of Harm Importance: Low Rating Promotion of Alcohol Use in Community, Low Commitment to School, Retail Availability of Alcohol

After a presentation of the Darien Community Youth Needs Assessment to our coalition, we voted to select our priority risk factor. Family Norms was the coalition’s nearly unanimous choice. A subcommittee of the coalition met to evaluate each risk factor using the magnitude and severity exercise suggested by DMHAS. During this session, Family Norms and Peer Norms were selected as the most important risk factors to address in Darien.

While all of the risk factors are challenging, we chose to put “Social Access” as the risk factor with the lowest changeability. We believe that social access will be difficult to change in Darien unless the other risk factors are addressed, especially Family Norms and Peer Norms. While Family Norms and Peer Norms will be challenging to address in Darien, our coalition believes that when addressed, they will make the greatest impact on the other risk factors and decrease underage drinking in Darien.

Darien’s Priority Risk Factor is “Family Norms That Encourage/Accept Alcohol Use.”

The magnitude and severity of this risk factor in Darien compared to surrounding towns, the region and the state is high. Over 95% of our coalition indicated they believe family norms that encourage and accept drinking is the number one risk factor in Darien for underage drinking. Nearly every key informant we spoke with shared concern about the parent norms in Darien and how that is having an impact on teenagers. Darien’s Survey Addendum data revealed that students perceive alcohol as the least risky substance when compared to marijuana, tobacco, and other drugs. Our survey data also show that students perceive that their parents’ disapproval decreases as they get older. Students’ perception of their parents’ disapproval declined between 1.5% to 6.5% in each substance since 2011. Alcohol is the substance with the lowest percentage of students who perceive their parents believe that regular use is “very wrong,” averaging 49.1% in 2014. This percentage is significantly lower than the DRG (2012-2014) average of 74.4% of students who perceive their parents believe that “regular use of alcohol is very wrong.” It is worth noting that as parent disapproval declines throughout the high school years teen alcohol use increases. This data supports the fact that family norms and parent disapproval are important factors for us to address in Darien. It is 7 also interesting to note that there is only a 3.4% difference in students’ perception of their peers’ attitudes toward alcohol consumption versus their parents’. Darien students reported they believe 22.4% of parents’ view drinking as “not wrong or somewhat wrong,” while reporting 25.8% of their peers view drinking as “not wrong or somewhat wrong.” Darien students’ use of alcohol is significantly higher than surrounding towns, the state of Connecticut and the United States. It seems that the easy social access to alcohol, the permissive parenting and peer culture of “work hard, party hard” in Darien, sets our community up to outpace surrounding communities, the state and the nation in terms of underage drinking. Anecdotally, several key informants indicated that the party scene in Darien has changed significantly in the last 10 years, and that in place of large parties when parents are out of town, the drinking scene now is now often facilitated by parents who help manage, smaller, more secretive parties where they are the ones providing the alcohol. A coalition member noted, “An ongoing perception in Darien is: if you’re in a private home you can serve alcohol to minors.” A law enforcement officer commented, “Parents want to be friends with their children, not parent them.” Many parents share that they fear their children will not have a social life if they do not allow them to attend parties where alcohol is present. Darien’s 2014 survey results for two key family-related assets are presented in the chart below. While the positive adult role model asset is consistent with the national average, the family boundaries and expectations asset shows a significant decrease for Darien 12th graders compared to the national average. 2014 Darien Search Institute Survey v. National Averages

Asset Darien 7th Graders 7th Grade National Darien 12th Graders 12th Grade

Average National Average Family Boundaries 53% 50% 28% 41% and Expectations Positive Adult Role 49% 41% 29% 29%

Models

Parents serving alcohol to teenagers occurs most often in private homes and when teens are present during adult cocktail parties. It occurs least in public places. The sub-populations that are most affected are students with permissive parents and students whose friends have permissive parents. The impact seems to be widespread in Darien. Our research does not support disparities existing between certain groups or cultures. Resources linked to this risk factor include over one-third of Darien’s coalition who are Darien parents and are committed to promoting healthy choices among Darien’s youth. The relationships established with these parents will be a crucial connection moving forward. One example of an existing asset is the Darien High School and Middlesex Middle School Parent Associations. Gaps in services include a lack of education related to the effects of alcohol abuse on the teen brain as well as the social hosting law. As mentioned above, another gap in services seems to be a value system among some Darien parents that prioritizes removing legal consequences of underage drinking more than helping their child to learn to make healthy choices.

Peer Norms that Encourage/Accept Drinking

The magnitude and severity of this risk factor in Darien compared to surrounding towns, the region and the state is high. 89% of our coalition members surveyed believe peer norms that encourage drinking are a significant factor related to underage drinking in Darien. Three of the Search Institute’s 40 Developmental Assets are helpful to consider as we assess peer norms in Darien that encourage drinking: Positive Peer Influence, Restraint and Resistance Skills. Darien’s Positive Peer Influence and Restraint assets significantly decreased from 7th-12th grade, with the Positive Peer Influence falling 18% below the national average for 12th graders.

2014 Darien Survey Results v. National Averages Asset Darien 7th National Darien 12th National Graders Average: Graders Average: 7th Graders 12th Graders 8 Positive Peer 93% 92% 34% 52% Influence Restraint 78% 76% 13% 18% Resistance 68% 64% 41% 39% Skills

Peer Attitudes Toward Alcohol

Our Search Institute Addendum Survey provided helpful insights about Darien students’ perspective regarding underage drinking. This survey highlighted that “perception of peer disapproval” increased 8.7% from 20.6% in 2011 to 22.4% in 2014. While that is an encouraging shift, the decrease in “perception of risk” is another important measure to consider when assessing Darien students’ underage use of alcohol. Darien 7-12th graders’ “perception of risk” decreased 9.7%, from 40.1% in 2011, to 36.2% in 2014.

Our research did not highlight sub-populations, groups or cultures that are impacted more than others. Resources linked to this risk factor include two groups in Darien, The Community Fund’s Youth Asset Team and the Depot’s Students Against Destructive Decisions (SADD) Chapter. Both of these teen groups commit to being substance free and role modeling healthy choices for their peers.

A gap in services associated with this risk factor is the pervasiveness of this issue. As mentioned above, our 2014 Resources and Assets survey showed that 71% of Darien High School Seniors have consumed alcohol in the last 30 days. Another gap is the attitude and expectation in Darien that teenagers will “work hard and party hard.”

Section 3: Evidence-Informed Strategies and Activities

Priority Strategy Evidence of conceptual fit Risk Factor Family Social A social marketing campaign is a key environmental strategy for changing parental norms Norms Marketing that may actively or unintentionally condone underage alcohol use. By crafting messaging Campaign that will explain the negative impact of underage drinking on the developing brain, the negative consequences of serving alcohol to minors, and reminding Darien parents that they have the authority to set and enforce rules regarding underage drinking. We hope that these messages will make Darien parents aware of the negative consequences of underage drinking and social hosting as well as empowering parents to establish rules and consequences regarding their child’s alcohol consumption.

The reach will be all parents of 7-12th grade students in Darien.

Television, radio, print and web can be effective vehicles for such campaigns (West Virginia Prevention Resource Center, www.prevnet.org).

Northeast CAPT’s (2001) recommendation that social marketing is most effective when the audience can be convinced that a targeted behavior is not only feasible, but also has benefits that make it worth the effort.

Atkin, C. (2004). Media Intervention Impact: Evidence and Promising Strategies. In Bonnie, R.J. and O’Connell, M.E., Eds., Reducing Underage Drinking: A Collective Responsibility. Available at: http://www.nap.edu/catalog/10729.html.

Montana’s “MOST of us prevent drinking and driving campaign.” (Linkenbach and Perkins, 2004) Family Active The Active Parenting curriculum’s focus on the developing brain will dovetail nicely with Norms Parenting our social marketing campaign and resonate with highly educated parents. Classes: An 9 Evidence- The basic parenting skills as well as the focus on setting boundaries with drugs and alcohol Based will be valuable for Darien parents who often do not feel empowered to say no or set Strategy boundaries with their children.

These groups can hold between 15-20 parents and run for four weeks. Depending on parent interest, we could hold two-three sessions per semester which would mean approximately 100 parents could participate in this training each school year and 400 over the course of this initiative.

Our Facilitator, Diane Hobbs will also make 1 Hour Active Parenting presentations to local community groups in Darien throughout the school year. The Middlesex Parents Association, Interfaith Council, PTO’s and other community group will greatly extend the reach of this service, potentially another 400-500 parents per year will be exposed to the Active Parenting message and tools.

Active Parenting of Teens: Families in Action is a SAMHSA approved, Evidence-Based program: http://legacy.nreppadmin.net/ViewIntervention.aspx?id=168

Active Parenting is an evidence-based program well suited to address family norms in Darien. Darien’s parent expectations could be summarized by the following statements, “No matter how much I communicate or set boundaries, I do not have influence over my teen’s decision to drink underage.” We know from the research this perception is incorrect. In Active Parenting, the curriculum focuses on family communication, how to set boundaries and the important role parents have influencing their teens’ decisions regarding underage drinking. Active Parenting also gives parents homework assignments and opportunities to practice the skills they are learning, an important part of the skill development process. Peer Social A social marketing campaign is a key environmental strategy for changing peer norms that Norms Marketing perceive underage drinking as widespread and without significant consequences. By Campaign crafting messaging that will empower 7-12th graders to make their own choices about underage drinking, help them understand the positive outcomes of waiting to consume alcohol until they are 21 and explain the negative impact of underage drinking.

The reach will be Darien 7-12th grade students.

Television, radio, print and web can be effective vehicles for such campaigns (West Virginia Prevention Resource Center, www.prevnet.org).

Northeast CAPT’s (2001) recommendation that social marketing is most effective when the audience can be convinced that a targeted behavior is not only feasible, but also has benefits that make it worth the effort.

Atkin, C. (2004). Media Intervention Impact: Evidence and Promising Strategies. In Bonnie, R.J. and O’Connell, M.E., Eds., Reducing Underage Drinking: A Collective Responsibility. Available at: http://www.nap.edu/catalog/10729.html.

Montana’s “MOST of us prevent drinking and driving campaign.” (Linkenbach and Perkins, 2004) Peer Communicati In addition to a community wide social marketing campaign, The Community Fund’s High Norms on & School Youth Asset Team and Middle School Youth Asset Team will be empowered and Education equipped to share strategic prevention messages with their peers. Campaign These students who are respected and well liked in their communities will be key ambassadors for spreading awareness about the risks of underage drinking. 10 We plan for students to lead awareness initiatives in the cafeteria for example that would reach every student at Darien High School and Middlesex Middle School.

Our High School Youth Asset Team will also complete community service projects, mentor and meet regularly with our Middle School Youth Asset Team.

Literature/Sources that Support Use: https://effectiveinterventions.cdc.gov/en/highimpactprevention/Interventions/POL.aspx

The above evidence-based program has been found effective with the HIV/AIDS population. We will use the same principles to effect change in educating and communicating with 7-12th grade students about the impact of underage drinking.

Demonstrate the activities’ practical fit with both the strategy and the community. How do the activities fit with this particular community? Which activities will be implemented with fidelity and which with innovations? Include any cultural considerations that went into strategy selection and adaptations or innovations. How will strategies be sustained if current funding is no longer available? Priority Risk Strategy Activities Demonstration of practical fit Factor(s) with strategy and community Family Norms Social Marketing  Press Releases (Brain One of Darien’s top values (as Campaign development) evaluated by over 50 TYTF members on November 12, 2015)  Social Host Brochures was “Perception within the in Liquor Stores community.”

 Letter from the If we can change what is a Superintendent & socially acceptable in Darien, parents will conform to those Police Chief norms and expectations.  PTA Meeting Parents who are not permissive Presentations and E- think they are in the minority. We Blasts want to help make those parents feel that they are in the majority.  Lawn signs, theater slides, giveaways in popular places around town.

This campaign will be implemented in fidelity to the social marketing model. The marketing professional we will contract with will have creative ideas and innovative ways of communicating with parents. We will work with our marketing team to ensure that the campaign created is culturally competent and will connect with parents of various cultural backgrounds. Family Norms Active Parenting  Four 90 minute Active Active Parenting Classes are an Classes: An Parenting Classes excellent fit with the Darien Evidence-Based specifically targeted community. 11 Strategy for Middle School or High School Parents. Darien parents are largely highly The Active Parenting educated, organized and follow program will be through on their commitments. implemented in They value education and fidelity to the original learning, evidenced by the ‘standing room only’ turnout we model. One innovation have had at a 3 part Brown Bag will be the one hour Parenting Series this Spring. presentations our We believe they will be able to facilitator will provide consistently attend a four week to parent groups. This series they have signed up for. is an innovative strategy to share this Parents in Darien are also resource with large concerned about the growing numbers of parents. problem related to alcohol and We are hopeful these drug use among teenagers and presentations will young adults in the Darien serve as an effective community and want to learn marketing tool for the what they can do to prevent this. full Active Parenting series. Social Marketing Strategically Placed Posters, As referenced in our family norms Peer Norms Campaign Brochures and Postcards in strategy, an important value to Youth Centers, Restaurants, parents and teens in Darien is YMCA, places frequented by “perception in the community,” youth. specifically the perception of  Social Media perfection. Campaign In a campaign aimed at peers, we  Lawn signs, theater hope to show the negative impact slides, giveaways in drinking can have on a students’ popular places around image and perception in the community. town. This campaign will be As the Darien community highly implemented in fidelity to the values education, the campaign social marketing model. The would show the negative impact marketing professional we will underage drinking can have on contract with will have creative academic performance and being ideas and innovative ways of accepted at a students’ college of communicating with 7-12th choice. graders. We will work with our marketing team to ensure that Finally, a social marketing the campaign created is campaign would also focus on the culturally competent and will perception that underage drinking connect with students of is “cool,” by highlighting some of various cultural backgrounds. the negative social consequences This will be implemented with of underage drinking, specifically th fidelity to the social marketing binge drinking as it relates to 11 th model. and 12 graders.

Our hope is to change the perception of what is social acceptable among Darien’s youth 12 and to help Darien students understand underage drinking poses a threats to them achieving their hopes and dreams.

Peer Norms Communication & Example: For Alcohol Darien parents are very interested Education Awareness Month, our students in their children building college Campaign will have a table in the resumes and assuming leadership cafeteria with resources for roles, so this will be an excellent their peers. They will design opportunity for students to take on awareness campaigns to be run a leadership role among their in their respective schools and peers. promote these programs throughout the school day. Our data shows that students are highly influenced by their peers. While this program was To highlight peers who are well initially developed to address liked and are also choosing to HIV and safe sex, we believe abstain from underage drinking the principals are transferable and drug use will be a strong and to peers influencing peers compelling message to DHS and regarding underage drinking. MMS students. This will be an innovative program.

If funding became unavailable for these projects, we would apply for grants and pursue private funding to continue these programs.

Section 4: Resources and Inputs Strategy 1: Social Marketing Campaign Resource type Purpose Secured or needed Human resources The staff members will research, The Community Fund of Darien will design, test and implement the We are currently utilize the full measure of its resources to social marketing campaign. developing a partnership implement the strategic plan. with an individual who Student volunteers from the is a strong candidate to Staffing: Executive Director, Thriving coalition will be used a focus develop a marketing Youth Program Coordinator, Director of group to test the campaign’s campaign. Development and Director of messaging. Communications

Darien Youth Commissioner Executive Director of Communities 4 Action Gilles Mesrobian, Evaluator Marketing Consultant Coalition Members (see attached list) High School and Middle School Youth Asset Teams

Technical resources These resources will be used to Secured. Raiser’s Edge for targeted mailings disseminate the campaign to The Community Fund staff, survey students. monkey, online data collection 13 Multicultural resources Build skills for the coalition Secured. Keep expanding coalition, members, ensure cultural Culturally competent training competence.

Fiscal resources Our fiscal resources will Secured. Monetary: CSC Grant compensate our marketing In Kind: Time given to coalition by professional. Our in kind members, Darien Library, Darien Town donations enable us to host events Hall and Darien Schools, youth at different venues and organizations, parents, “free” space in communicate through town school E-blasts and Darien Times. publications.

Materials and supplies Communication with partners, in Secured. The Community Fund’s office space, house printing and copying. supplies and equipment (phones, computers, copier, fax), Connecticut Clearing House.

Strategy 2: Parent Awareness and Education Classes Resource type Purpose Secured or needed Human resources These staff members will Secured. coordinate sessions with Staffing: Executive Director, Thriving Youth Darien Library and market Program Coordinator, Communications Director, this class to Darien Director of Development. parents. Gilles Mesrobian, Evaluator

Coalition Members (see attached list) Volunteers (TCF’s Youth Asset Team, Middle School Youth Asset Team, Youth Community Fund.) Darien Library Family Centers Technical resources This program will enable Secured. Program to track parents who participate in this us to track results and program and track outcomes. feedback from our Evaluation and Data Collection program.

Multicultural resources To ensure parents of all Secured. This program has been successfully implemented cultural backgrounds will in diverse communities throughout the United benefit from this parenting States. We will work with our facilitator to ensure program. the messages will resonate with parents of all cultural backgrounds.

Fiscal resources Our fiscal resources will Secured. Financial: CSC Grant be used to purchase the In-kind: Space at the Darien Library Active Parenting work books and compensate our facilitator. Our class will meet at the Darien Library. Materials and supplies We will use The Secured. The Community Fund’s office space, supplies Community Fund’s office 14 and equipment (phones, computers, copier, fax), space and internal Connecticut Clearing House. Active Parenting resources to meet with the Curriculum. facilitator and plan out the sessions each semester.

PEER NORMS Strategy 1: Social Marketing Campaign Resource type Purpose Secured or needed Human resources The staff members will The Community Fund of Darien will utilize the research, design, test and We are currently full measure of its resources to implement the implement the social developing a partnership strategic plan. marketing campaign. with an individual who is a strong candidate to Staffing: Executive Director, Thriving Youth Student volunteers from develop a marketing Program Coordinator, Director of Development the coalition will be used a campaign. and Director of Communications focus group to test the campaign’s messaging. Darien Youth Commissioner Executive Director of Communities 4 Action Gilles Mesrobian, Evaluator Marketing Consultant Coalition Members (see attached list) Volunteers (TCF’s High School Youth Asset Team, Middle School Youth Asset Team, Youth Community Fund.)

Technical resources These resources will be Secured. Raiser’s Edge for targeted mailings used to disseminate the The Community Fund staff, survey monkey, campaign to parents. online data collection

Multicultural resources Build skills for the Secured. Keep expanding coalition, coalition members, ensure Culturally competent training cultural competence.

Fiscal resources Our fiscal resources will Secured. Monetary: CSC Grant compensate our marketing In Kind: Time given to coalition by members, professional. Our in kind Darien Library, Darien Town Hall and Darien donations enable us to host Schools, youth organizations, parents, “free” events at different venues space in school E-blasts and Darien Times. and communicate through town publications. Materials and supplies Communication with Secured. The Community Fund’s office space, supplies partners, in house printing and equipment (phones, computers, copier, fax), and copying. Connecticut Clearing House.

Strategy 2: Communication & Education Campaign Resource type Purpose Secured or needed 15 Human resources The Community Fund staff Secured. members will train our Staffing: Executive Director, Thriving Youth High School and Middle Program Coordinator, Communications Director, School Youth Asset Teams Director of Development. to promote the assets and Gilles Mesrobian, Evaluator prevention messages in their schools. Coalition Members (see attached list) Volunteers (TCF’s High School Youth Asset Team, Middle School Youth Asset Team, Youth Community Fund.)

Technical resources These resources will be Secured. Raiser’s Edge for targeted mailings used to disseminate the The Community Fund staff, survey monkey, campaign to students. online data collection

Multicultural resources Build skills for the Secured. Keep expanding coalition, coalition members, ensure Culturally competent training cultural competence.

Fiscal resources Our fiscal resources will Secured. Monetary: CSC Grant provide for the materials In Kind: Time given to coalition by members, needed for awareness Darien Library, Darien Town Hall and Darien activities. Schools, youth organizations, parents, “free” space in school E-blasts and Darien Times.

Materials and supplies Communication with Secured. The Community Fund’s office space, supplies partners, in house printing and equipment (phones, computers, copier, fax) and copying.

Strengthening Capacity: What community readiness challenges do you anticipate with your coalition regarding your selected strategies and activities?

The Darien community is ready for this kind of strategic prevention plan. Recent deaths related to substance abuse and mental health have brought those issues to the forefront in our community. Darien’s new School Superintendent has made it clear that his goal is to keep Darien students safe and will be enforcing the commitment policy that enforces consequences for students caught drinking underage. In the past month, there have been some very high profile student athletes caught drinking and using drugs. While Darien’s commitment policy outlines clear consequences for this behavior, parents have been unwilling to accept these consequences from school administrators and the police department. Right now, the Darien High School and the Darien Police Department are working together to consistently and clearly respond to underage drinking violations in Darien.

*If the current funding is no longer available, there are multiple sources of funding our coalition will pursue. We are currently receiving funding from LPC as well as a significant amount from a supporting church. The Community Fund of Darien also has private partnerships that could be approached to support the work the coalition is doing.

Section 5: Short and Long-Term Outcomes – Logic Model Diagram

Problem Prioritized Strategies and Resources & Long-Term Outcomes Substance Risk Activities Inputs Factors 16 Social Marketing The Community Campaign focused Fund of Darien 3. Reduce 30 day use by 5% from on brain science, the 27.7% to 26.3% for youth ages Underage Family social hosting law PTO’s 12-17 by June 30, 2019. Alcohol Use Norms and empowering parents. Darien Town a. Press Government releases, 4. Achieve a 5% increase from email, Darien Police 49.1% to 51.6% in youth newspaper Department perception of parental campaign disapproval by June 30, 2019. Board of b. Posters, Education/Schoo ls Lawn signs 5. Achieve a 5% increase from c. Giveaways Darien Youth 36.2% to 38.1% in youth perception of risk by June 30, around 2019. town

Parent Awareness 6. Achieve a 5% decrease in Junior and Education and Senior Past 30 Day Use: Program d. Parenting Junior: 57.5% - 54.6% Classes Senior: 67.1% - 63.7% by June 30, 2019.

We have the current baseline data from our 2014 Search Institute Survey. Short-Term Outcomes

5. 5% increase in parents who report understanding the difference between the adult and teenage brain.

6. 5% increase in parents who know the consequences of the social host law.

7. 5% increase in parents who have had a dialogue with their teen about underage drinking.

8. 5% increase in students who can identify the risks of underage drinking highlighted in the social marketing campaign and/or 17 the communication and education campaign promoted by their peers.

Expected Baseline Data: September 30, 2016.

We will measure these outcomes through one on one interviews, focus groups and an online community-wide parent survey. We will measure the outcomes related to students through one on one interviews, focus groups and Search Institute surveys.

*These outcomes will address both risk factors: family norms and peer norms. Underage Peer Norms 1. Social The Community Alcohol Use Marketing Fund of Darien Campaign PTO’s

2. Education Darien Town and Government Communica tion Darien Police Department Campaign Board of Education/Schoo ls

Darien Youth

Family Centers 18

Section 6: Strategic Plan Timeline Short-Term Outcome Strategy Activities Target Date Responsible Coalition members of Completion

5% increase in parents who  Family Norms:  Design social marketing May Emily Larkin report understanding the Social Marketing campaign Annually Judy Phillips difference between the adult and Campaign James McGinn teenage brain.  Coordinate social marketing *Our school Erica Gaquier  Family Norms: campaign partners year Dr. Frank Bartolomeo *See below. Active Parenting initiatives will Social Marketing Committee begin in Class  Disseminate social marketing campaign September, be completed in  Market Active Parenting Class May each year and be  Host Active Parenting Class evaluated from June- August.

**Our hope is that our social marketing campaign will be all year round but our school year efforts will be completed in May.

5% increase in parents who  Family Norms:  Design social marketing May Emily Larkin report understanding the Social Marketing campaign Annually Carrie Bernier consequences of violating the Campaign Sam Boccuzzi social host law.  Coordinate social marketing Mark Cappelli  Family Norms: campaign partners Social Marketing Committee Active Parenting Class  Disseminate social marketing campaign 19

5% increase in parents who have  Family Norms:  Design social marketing May Emily Larkin had a dialogue with their teen Social Marketing campaign annually Carrie Bernier about underage drinking. Campaign Trina Clemans  Coordinate social marketing Judy Phillips  Family Norms: campaign partners Parent Focus Groups Committee Active Parenting Social Marketing Committee Class  Disseminate social marketing campaign

 Market Active Parenting Class

Host Active Parenting Class

5% increase in students who can  Peer Norms:  Design social marketing May Emily Larkin identify the risks of underage Social Marketing campaign annually Allegra Erickson drinking highlighted in the social Campaign Marc Power marketing campaign and/or the  Coordinate social marketing YAT Focus Group Committee communication and education campaign partners campaign promoted by their peers.  Peer Norms:  Disseminate social marketing Communication campaign & Education Campaign

*Expected baseline data for the above Short-Term Outcomes Sept 30, 2016. We will measure these outcomes through one on one interviews, focus groups and an online community-wide parent survey. We will measure the outcomes related to students through one on one interviews, focus groups and the Search Institute Survey. 20

Section 7: Description of Coalition Coalition Members Coalition Member Sector/Affiliation Role/Responsibilities Frank Bartolomeo, phD Southfield Center, YSO Evidence Based Program Committee Lavi Ben-Zvi Darien School System Elementary School Representative Carrie Bernier The Community Fund, YSO Steering Committee Sam Boccuzzi Law Enforcement Agencies Darien Police Dept. Representative Dr. Dan Brenner Superintendent of Schools Board of Education Representative Ellen Brezovsky Silver Hill Hosp. Health Care Evidence Based Program Committee, Professionals Evaluation Committee Mark Cappelli Law Enforcement Agencies Darien Police Dept. Representative Beth Cherico Darien Arts Ctr. Media TBA Trina Clemans The Depot, YSO Parent Perspective, Social Marketing Committee Susie DeSilva Darien School System Board of Ed Representative Sue Denunzio Parent Evidence Based Program Committee

Greg Doll Spiritual Counselor, Religious Clergy Representative Organization Ellen Dunn DHS Principal, School DHS Liason Allegra Erickson YAT Advisor, Parent Youth Asset Team Liason Erica Gauquier Darien Library Parenting Classes Liason Ingrid Gillespie RAC, Communities 4 Action Evidence Based Program Committee, Evaluation Committee April Greene Darien YMCA, YSO YMCA Liason Pam Ha-Stevenson The Depot, YSO Depot Representative

Barry Halpin Liberation, SA Expert Substance Abuse Expert Susan Hayes Parent DHSPA Liason with TYTF Debbie Katz Kids in Crisis, SA Expert Kids in Crisis Liason Emily Larkin YSO Grant Program Coordinator Diana Manganelli Child Guidance, YSO Evidence Based Program Committee Susan Marks Board of Selectman Darien Town Govt. Representative, Social Marketing Committee Janice Marzano The Depot, YSO Depot Representative/Programming Jill McCammon CDSP Co-Chair CDSP Representative/Programming James McGinn Family Centers, SA Expert Active Parenting Committee Claire Moore Children’s Services, YMCA Library Representative, Active Parenting Committee Pat Morrissey Darien YMCA, YSO Coordinates meetings at YMCA Lori Olson MMS PTO Co-chair: Middle School Program Liason Parent/School Laurie Orem Parent Focus Group Coordinator James Palmieri SRO, Law Enforcement Ag. Darien Police Dept./Student Resource Officer Representative Ryann Pegler CDSP, Parent/School Elementary School Liason Judy Phillips Parent Awareness, YSO Parenting Classes Partner Charlotte Poth Prevention Educator, YSO Sexual Assault Representative Marc Power MMS Counselor, School MMS Youth Asset Team Advisor Denise Qualey Kids in Crisis, YSO Kids in Crisis Representative 21

Ali Ramsteck Darien Human Services, YSO Darien Human Service Representative Paul Ribero DHS Counselor, School DHS Representative Alicia Sillars Darien Youth Commissioner: Evidence Based Program Committee YSO Shelley Skoglund CDSP co-chair: Parent/School CDSP Representative Anthony Sweeney DHS Teacher, School YAT Faculty Advisor Susan Vogel DHS PTO Co-chair: DHS Liason Parent/School Theresa Vogt MMS PTO Co-chair: MMS Liason Parent/School Youth Asset Team Teen Representatives Focus Group Feedback, sharing teen perspective. Gary Morello Associate Minister/Youth Pastor Clergy Representative Cary Ostrow Liberation: SA Expert Evidence Based Program Committee Dr. Jamie Roach-Murray Pediatrician Social Marketing Committee, Evaluation Committee Gaps in our coalition currently include a business seat as well as an additional representative from the clergy.

Sponsoring or funding entities Organization Support Provided DMHAS $100,000/year for 5 years The Community Fund Office and Meeting Space, Materials LPC Support for Marketing Materials