Back to Annual Meeting Page		American Public Health Association 133rd Annual Meeting & Exposition December 10-14, 2005 Philadelphia, PA

Abstract #106105

Gwyndolyn Ensley, MEd¹, Linda Bass, MPH¹, and Ford Hatamiya, MA². (1) Center for Substance Abuse Prevention, SAMHSA, 1 Choke Cherry Road 4-1033, Rockville, MD 20857, 240-276-2546, gwyndolyn.ensley@samhsa.hhs.gov, (2) Too Smart To Start, Social & Health Services, 525 - 39th Street, Richmond, CA 94805

SAMHSA/CSAP's Too Smart To Start underage drinking prevention public education initiative offers keen insights on the key role of audience research and segmentation in alcohol use prevention. The goal of Too Smart To Start is to decrease the risk of underage alcohol use by increasing the knowledge and skills of 9- to 13-year-olds and of their parents and caregivers so they can positively address underage alcohol use issues. The Too Smart To Start initiative consists of two main components: (1) the national/creative component which develops the initiative's approach, strategies, and materials, and (2) the community component which executes the initiative in eleven diverse communities across the nation.

The 9- to 13-year-old target audience was a strategically selected and intentionally narrow. As the national/component uncovered in its research, from the ages of 9 to 13, youth experience many transitions that impact their future alcohol use practices, such as: - Stresses of moving from elementary to middle school - Significantly increase peer identification and influence - Drinking behavior influence moving away from parents and toward peers and media - Marked decrease in likelihood in discussing alcohol with parents - Viewing alcohol as deadly harmful to low perception of risk or alcohol use.

Turning 12, on average, marked the pivotal transition point for youth. Hence, these facts helped to shape the Too Smart To Start's approach, messages, and strategies for two very distinct audience segments: 9-11 and 12-13. This segmentation was critical to the success of the initiative.

Learning Objectives: By the end of the presentation, participants will be able to

(
• List three important facts about 9- to 13-year-olds. (
• Articulate three factors that distinguish 9- to 11-year-olds from 12- to 13-year-olds. (
• Explain how audience segmentation is essential in alcohol use prevention.

Keywords: CSAP, Audience Segmentation

Presenting author's disclosure statement:

I wish to disclose that I have NO financial interests or other relationship with the manufactures of commercial products, suppliers of commercial services or commercial supporters.