Shifting Norms, Shaping Futures: Youth Media Campaign Aims to Reduce Underage Drinking
Local Youth Seek Community Input to Combat Underage Alcohol Use
A bold approach to prevention is taking shape in Santa Barbara County as young people in the Maple High School Friday Night Live (FNL) program launch a creative, research-based effort to reduce underage drinking.
FNL is a youth-led program that builds partnerships for positive, healthy youth development, engages youth as active community leaders, and generates resources to drive positive change on issues that matter to them. The FNL chapter will lead a youth-led media initiative that empowers teens to design public service announcements (PSAs) and educational materials that speak directly to their peers and communities.
Although underage drinking rates continue to decline, the Substance Abuse and Mental Health Services Administration (SAMHSA) reports that alcohol remains the most used substance by adolescents. Young people’s lives are affected directly and indirectly by underage drinking, whether or not they drink alcohol themselves. Underage alcohol consumption increases the risk of motor vehicle crashes and interpersonal violence. Yearly, there are more than 4,000 alcohol-related deaths for people under the age of 21 (U.S. Centers for Disease Control and Prevention; Alcohol-Related Disease Impact, 2022).
Unlike traditional prevention projects created for youth, this campaign is created by youth, elevating the voices and messages that reflect real experiences, concerns, and solutions identified by young people. Through story-driven media and evidence-based prevention strategies, youth leaders are spotlighting positive choices, strengthening community connections, and shaping healthier social norms to prevent underage alcohol use.
Leaders in Maple High School Friday Night Live are launching a multi-media campaign designed to challenge the misconceptions about youth and alcohol. Research shows that social norms, or the behaviors and attitudes a group believes are acceptable and “normal”, significantly influence individual choices. Through educational posters, digital graphics, and video and audio PSAs, this project will promote positive social norms by highlighting that a majority of teens in Santa Barbara County are choosing not to drink (California Healthy Kids Survey 2024-2025).
“When youth speak, communities listen. This campaign proves that change doesn’t happen to young people, it happens with them. Their leadership is building a safer, stronger future for all of us.” – Anna Mudge, Friday Night Live Student Advisor Maple High School.
As part of the campaign, youth are requesting community input through a Community Alcohol Survey to assess youth and adult perceptions around underage drinking and traffic safety. The survey data will guide further prevention strategies locally and statewide. Community members can access the survey and are invited to provide their input through this link: https://tiny.ucsf.edu/A52Qm2.
Throughout the year, young people will receive training in data collection, public speaking, alcohol prevention strategies, graphic design, and PSAs. Maple High School is part of a statewide collaborative that includes forty-five FNL chapters from across California and receives technical assistance and support from the California Friday Night Live Partnership (CFNLP). Funding for this program was provided by a grant from the California Office of Traffic Safety (OTS), through the National Highway Traffic Safety Administration (NHTSA).
For more information about FNL, visit fridaynightlive.org. Instagram: @fnl.mhs
To learn more about the Santa Barbara County Department of Behavioral Wellness, visit www.countyofsb.org/behavioral-wellness. The Behavioral Wellness 24/7 Access Line can be reached at (888) 868-1649.
