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Felicity DeBacco-Erni Submitted Photo
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Help youth make U-Turn
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Let’s face it, young adults 16-20 consider themselves to be invincible. They feel as if the “bad stuff” will never happen to them and death is a lifetime away.
This age group is one of the most difficult to penetrate and hardest to sway.
They live in their own world, one that has evolved at breakneck speed and is full of online social networks, innovation, connectivity, immediacy, superhighways, music, 24-7 information availability, independence, social change and more.
Unfortunately, the “stronger than Superman” attitude toward life is getting our underage targets killed at a faster rate than ever before, and the No. 1 reason is something that is completely preventable: Underage drinking and driving.
As we enter into prom and graduation season, it’s so important that we as adults talk to teens about the dangers of underage drinking, and drinking and driving.
In Pennsylvania, 25 percent of all alcohol-related motor-vehicle crashes involve young people between the ages of 16 and 20.
Motor vehicle crashes are the No. 1 killer of teenagers across Pennsylvania, as well as across the nation.
It has been proven again and again that scare tactics simply do not work.
Like generations past, young people believe that “it will never happen to me,” and showing them photos of the destruction and devastation that stem from DUI doesn’t have a lasting impact.
What has been shown to work with this particularly unique generation is social norm marketing. This type of marketing challenges misperceptions people have about certain behaviors.
Young people tend to overestimate both the frequency and amount of drinking among their peers.
What teenager hasn’t told his or her parents: “But, everyone is doing it”?
In reality, parents know: Not everyone is doing it. But the teens hold a misconception about the social norm for these behaviors.
The Pennsylvania DUI Association’s Web site – www.pullayouee.com – is a social norm campaign aimed at teens that’s not about preaching what is right and what is wrong.
The site provides real statistics to replace false perceptions.
It’s not about saying that something “shouldn’t be done.” This is about empowering teens to take action.
The U-Turn campaign initiates a dialogue with teens and makes them think again about underage drinking, and drinking and driving.
Help us save the lives of teens across the state this prom and graduation season by getting them to think again.
Felicity DeBacco-Erni is state coordinator, PA Students Against Destructive Decisions (SADD), Harrisburg. She can be reached at (717) 238-4354.
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