Development Process: Ask. Listen. Learn.
The Century Council is a leader in the development of innovative approaches to assist communities in their efforts to eliminate drunk driving and underage drinking. We constantly monitor the environment, through primary and secondary research, to analyze trends and identify variables that may have an impact in these important issues. This research provides the solid foundation that characterizes the development of our initiatives.
Throughout the years, we have worked with numerous nationally-recognized experts in various fields to develop programs and other outreach initiatives. We also have a long tradition of collaboration with government agencies.
Ask. Listen. Learn. Kids and Alcohol Don't Mix™
A review of national data suggested that first consumption of alcohol begins as early as twelve years old, and more than 16% of 13 to 14 year olds report they have consumed alcohol in the past month. Further, kids say that both parents and teachers should begin to have conversations about alcohol and the dangers and consequences of underage drinking by age eleven. At the same time, tweens and teens cite their parents as the leading influence in their decision to drink or not.
These, and other data, suggested that new tools were necessary to facilitate conversations between parents and tweens on the issue of alcohol. We brought a panel of experts including representatives of the American Academy of Family Physicians, the American School Counselor Association, the National Middle School Association, and the U.S. Department of Health and Human Services together to develop the key concepts and themes of the new program.
Working with our expert panel, clear objectives for the program were determined: facilitate conversations between parents and middle school-aged kids about the consequences of underage drinking and provide information to parents and children to ensure that these conversations were effective for both. It was the shared belief of both the panel and The Century Council that by achieving these objectives, the increased interaction would contribute to a reduction in underage drinking.
We then reached out to Nickelodeon to find a partner that would bring both creative expertise in communicating with parents and kids and a national platform for getting the message out. A number of focus groups were conducted to provide the development team with guidance that would help translate the key concepts and themes into activities, visuals and messaging that would resonate with both audiences. After additional testing publications for parents and kids were developed, Nickelodeon created complimentary websites and produced television commercials to spread the program’s message.
We invite you to read the latest evaluation of Ask, Listen, Learn.
Visit the program websites at:
www.asklistenlearn.com
www.asklistenlearnparents.com