The “I am…” campaign is about recognizing a part of your identity that you feel good about and are proud to share with others. It also outlines some of the steps that the student takes to help them maintain that identity.
The “I am” campaign uses a social marketing approach as a substance abuse prevention strategy to reduce underage alcohol use among Watertown youth.
In the summer of 2012, the WYC peer leaders participated in brainstorming sessions to identify the goals of the campaign and the best approach. The peer leaders decided to address underage alcohol use by trying to change the perception that drinking is the only way to have a good time. Alternatives to drinking are addressed by emphasizing positive behaviors that replace substance use, such as promoting healthy decision making, goal setting, and owning a positive image.
As a result, the “I am…” campaign was created.
The first phase of the “I am…” campaign has five different posters each showing an image of a teen participating in an activity they are passionate about. On each poster, the text reads “I am …”
The students and peer leaders worked together to decide how to identify themselves. Some examples include: “I am a role model,” “I am a team captain,” and “I am the next Taylor Swift.” The text that follows the title shows the decisions the student makes to help them achieve this identity (volunteering, staying focused, singing lessons, etc). Each poster ends with “Nothing Holds Me
Back.”With an understanding of identity we have fewer roadblocks to achieve our dreams and goals!
These posters have been put up at Watertown High School and will also be displayed around the Watertown community.
The second phase of the campaign is a short corresponding film that promotes healthy decision making, addresses alternatives to risky behaviors such as underage drinking, and emphasizes positive behaviors to replace substance abuse. The 20+ students who worked on this film have shared ways to maintain their identity both in real life and in the online representation of themselves.
This year, 20+ students produced a short corresponding film that promotes healthy decision making, addresses alternatives to risky behaviors such as underage drinking, and emphasizes positive behaviors to replace substance abuse. These students have shared ways to maintain that identity both in real life and in the online representation of themselves. To view the video go to: https://www.youtube.com/watch?v=Ul3srjSomvg&feature=youtu.be