Talk. They Hear You.

Understanding the 'Talk. They Hear You.' Initiative

The 'Talk. They Hear You.' campaign, initiated by the Substance Abuse and Mental Health Services Administration (SAMHSA), serves as a cornerstone in preventing underage drinking and substance use. Since its inception in 2013, this national initiative has aimed to empower parents, caregivers, and educators by providing essential tools to discuss the risks of substance use with children. With a focus on youths aged 9-21, the campaign celebrates a decade of impactful awareness and support strategies designed to combat underage substance misuse.

The Origins and Milestones of 'Talk. They Hear You.'

History of the campaign

The "Talk. They Hear You." campaign was launched in 2013 by the Substance Abuse and Mental Health Services Administration (SAMHSA). It was initiated to address the critical issue of underage substance use and to provide parents and caregivers with resources that would enable them to engage their children in conversations about alcohol and drugs effectively.

Evolution since its launch

Since its inception, the campaign has evolved significantly. Notably, in 2017, it expanded its focus to include the opioid crisis, recognizing the need to address multiple facets of substance use among youth. In 2018, the campaign broadened its outreach to encompass all youth under the age of 21, establishing a more comprehensive approach to prevention.

Key achievements over the years

The campaign has achieved numerous milestones, including a significant increase in public awareness. By celebrating its 10th anniversary in 2023 during National Prevention Week, it highlighted its ongoing commitment to prevention efforts. The materials provided by the campaign have garnered over 22.4 billion impressions and established more than 1,500 partnerships. These efforts have not gone unrecognized; since 2018, the campaign has earned 58 awards, highlighting its effectiveness and the impact of its public service announcements.

Through initiatives like the "Talk. They Hear You." mobile app, the campaign continues to equip parents with necessary skills to broach discussions about substance use, further solidifying its role in promoting healthy choices among youth.

Purpose and Goals of the Initiative

What is the 'Talk. They Hear You.' campaign about?

The "Talk. They Hear You." campaign is a national initiative by the Substance Abuse and Mental Health Services Administration (SAMHSA) aimed at preventing underage drinking and substance use among youth. Launched in 2013, the campaign provides resources and guidance for parents, caregivers, and educators, empowering them to have effective discussions with children aged 9-15 about the risks associated with alcohol and drugs. Celebrating its 10th anniversary in 2023, the campaign has expanded its focus from primarily alcohol prevention to a broader range of substances. It offers a variety of tools, including a mobile app, podcasts, and educational toolkits, to facilitate open conversations. With over 22.4 billion impressions of its public service announcements, the campaign has proven effective in raising awareness and providing support in substance use prevention efforts.

Goals of the campaign

One of the main objectives of the "Talk. They Hear You." campaign is to raise awareness about the hazards of underage drinking and substance use, particularly among those under 21. The campaign encourages early discussions between parents and children, emphasizing the significant influence parents have in shaping their children’s choices regarding substance use. The aim is to develop parents' knowledge and skills necessary to approach these sensitive topics proactively.

Target audience

The campaign primarily targets parents and caregivers, educators, and community members who play a vital role in youth advocacy. It seeks to equip them with the resources to effectively communicate with young people about the dangers of drinking and drug use, thereby fostering an environment of open dialogue. The goal is to engage a wide range of individuals to create a supportive network for youth.

Key focus areas

The "Talk. They Hear You." campaign focuses on several key areas:

• Prevention of underage drinking: Providing parents with strategies and information on alcohol-related risks.
• Substance use education: Broadening the focus to include various substances such as opioids, drugs, and vaping.
• Early engagement: Encouraging proactive conversations starting from ages 9-15, aligning resources that help open discussions as children grow older.

Through these efforts, the campaign aims to empower adults with the confidence and tools necessary to make a meaningful impact on youth substance use behaviors.

Evaluating Success and Impact

How effective is the 'Talk. They Hear You.' campaign?

The 'Talk. They Hear You.' campaign has shown remarkable effectiveness in fostering awareness and encouraging parental involvement in preventing underage substance use. Over its 10-year journey, the campaign has made a significant impact, achieving over 22.4 billion impressions through its public service announcements (PSAs).

With collaborations involving more than 1,500 licensed partners, the campaign has effectively extended its reach. Initial assessments indicate that parents exposed to the campaign's messaging are notably more inclined to discuss the dangers of underage drinking with their children. This proactive engagement is crucial, given that research highlights parents as the primary influence in shaping youth decisions about substance use.

Public engagement

As the campaign evolved, particularly after its expansion in 2017, it adapted to address critical issues such as the opioid crisis, showcasing its commitment to respond to emerging public health challenges. The continued evolution reinforces its relevance in today’s landscape of substance misuse.

Awards and recognition

The campaign's effectiveness is further validated by its receipt of 58 awards, celebrating its impactful contributions to public service announcements aimed at preventing underage substance use. These accolades underscore the campaign's role in enticing parents to take preventive action against underage drinking and substance use. Each initiative resonates with findings from surveys, indicating that over 80% of young people attribute their decisions about substances to parental guidance, highlighting the importance of the campaign in nurturing communication skills among parents and caregivers.

Resources and Tools Offered

What resources does the 'Talk. They Hear You.' campaign offer?

The 'Talk. They Hear You.' campaign, sponsored by SAMHSA, provides an array of resources designed to prevent underage drinking among youths aged 9 to 15. These materials are aimed at parents and caregivers, empowering them to initiate meaningful discussions about the hazards of alcohol use early on.

Educational Materials

• Downloadable Resources: The campaign offers a variety of educational materials that can be adapted for specific activities. These resources cover topics such as the risks associated with substance use and the importance of parental guidance.
• Bilingual Support: All materials are available in both English and Spanish, thus reaching a wider audience and ensuring that non-English speaking families have access to vital information.

Support for Parents and Caregivers

• Interactive Mobile App: Launched in May 2021, this app assists parents in preparing for conversations about alcohol and drugs. It includes practical tips, resources, and simulations to practice dialogues around substance use.
• Positive Role Modeling: The campaign emphasizes reinforcing the role of parents as positive influences in their children's lives, encouraging them to lead by example.

School and Community Involvement

• Community Outreach: The campaign advocates collaboration with schools and community organizations to promote a supportive environment against substance use. This includes engaging educators to assist families facing addiction-related issues.
• Toolkit for Organizations: The Partner Toolkit includes templates, promotional materials, and social media tools that organizations can utilize to further the campaign's reach and impact.

By offering these resources, the 'Talk. They Hear You.' campaign aims to equip parents and caregivers with the essential tools needed to effectively communicate about substance use, thus fostering informed decisions among youth.

Getting Involved and Promoting the Campaign

How can one be involved in promoting the 'Talk. They Hear You.' campaign?

Individuals looking to support the 'Talk. They Hear You.' campaign can take several active steps. First, sharing the campaign's resources and tools within local communities amplifies awareness and reach. This includes distributing educational materials and utilizing online platforms to spread the word.

Community involvement

Engagement in community events is crucial. Organizing or participating in 'Communities Talk' events allows people to facilitate discussions around substance abuse prevention. These gatherings encourage dialogue among community members, strengthening the foundation of awareness and collective action.

Partnership opportunities

Collaborating with local organizations enhances the campaign's effectiveness. Joint initiatives with schools, youth programs, and health organizations can create a wider outreach. Encouraging youth-led activities fosters leadership and peer influence in tackling underage drinking and substance use.

Strategies for local promotion

To promote the campaign locally, utilize the Planning Toolkit developed by SAMHSA. This toolkit includes templates and promotional materials designed to assist in organizing impactful events. Sharing success stories from previous 'Communities Talk' initiatives can also inspire action and show the tangible benefits of engaging in such important conversations in communities.

By employing these methods, individuals and organizations can significantly contribute to the campaign's mission of preventing underage substance use and creating informed communities.

A Call to Action for Families and Communities

The 'Talk. They Hear You.' campaign underscores the vital role of parents and caregivers in steering children away from the risks of substance use. By equipping them with the right tools and resources, SAMHSA empowers families to take proactive steps in fostering open dialogues about these issues. As the initiative continues to grow, it calls on individuals and communities to join the movement to protect and guide the younger generation toward healthier, substance-free futures.

References

• "Talk. They Hear You."® Underage Drinking Campaign - SAMHSA
• Talk. They Hear You. - Stop Underage Drinking
• “Talk. They Hear You.”® Celebrates 10 Years of Preventing ...
• Talk. They Hear You. | Youth.gov
• Underage drinking prevention - Talk. They hear you. - Fairfax County
• “Talk. They Hear You” Partner Toolkit | Youth.gov
• 2020 Talk. They Hear You Campaign Annual Report
• Talk – They Hear You - Youth First
• Talk. They Hear You. Campaign - Apps on Google Play
• Talk. They Hear You. - Oklahoma.gov