We are pleased to inform you that the FNQLHSSC will for the first time be running a campaign for Addictions Awareness Week, through a partnership with the Ministère de la santé et des services sociaux du Québec. We are aware of the challenge that dependencies represent for our families; we are therefore very proud to contribute to the efforts of your teams which are organizing prevention activities to combat this problem which affects all aspects of our communities’ lives.

The campaign includes the following components:

Business cards

To help the campaign take root at ground level, business cards giving the microsite address of the campaign are being produced. Like the microsite, these cards will have a fold tab presenting the change of the address from www.thingsaretough.ca to www.thingsarebetter.ca. 

We would ask that you make these business cards available at stores, businesses, schools and various locations in the community. Local workers could also distribute them directly to students at individual or group meetings.  

Radio 

Two radio messages, each running for 30 seconds, give the testimonies of two Aboriginal youths who have succeeded at turning the page thanks to www.thingsaretough.ca . These moving and sincere testimonies stem from real and credible situations, and they demonstrate that ‘recognizing the problem’ by individuals is the first step towards healing. 

The objective of these radio messages is clear: create awareness of the microsite and engrave its address in the memories of those who hear them. This original way of integrating website addresses into the messages creates a strong auditory cue which we are certain will intrigue listeners and capture their interest.

Mailings

Three printed documents will be sent at intervals of a few days to the homes of the communities. Each will deal with one of the three following problems: alcohol, drugs and gambling. 

In simple and direct language, each document uses a ‘hook sentence’ to create a shock effect for getting across the reality of young people who are struggling with a dependency. When the page is turned, the sentence suddenly takes a positive turn. 

In this way, young people are invited to turn the page regarding their dependency and to contact a local professional or visit the microsite www.toutvamieux.ca.

Microsite www.thingsaretough.ca

This microsite serves as a clearinghouse to direct Aboriginal youths towards the most appropriate resources for responding to their needs. It provides links to websites that provide support for alcohol, drug and gambling problems, as well as information on how to contact local professionals. 

The microsite is based on a model for publicity mailings. On the first page there appears the address www.thingsaretough.ca , which then becomes www.thingsarebetter.ca . For each of these three problems, the microsite presents ideas with advice that can help Aboriginal youths to combat their dependencies. To go from one idea to the next, web users turn the virtual page using a mouse. This simple, engaging and effective method shows young people that they have the power to change things in their lives.

This 2008 advertising campaign is for Aboriginal youths in Quebec with big challenges to tackle. If communication cannot heal all wounds on its own, it can at least create hope and suggest tools and resources that will help people take charge of their situations. Using the ‘one-step-at-a-time’ theory we hope to show that it is possible to turn the page on dependencies.

“Turn the page” means taking concrete actions to go from a negative state to a positive one. All the elements of this campaign (mailings, business card, radio messages and the microsite www.toutvamieux.ca) will lead Aboriginal youths to take concrete actions.

Through the campaign, young people will first be led to decode the message they are hearing. They will then learn about various solutions for their situations. We are hoping that they will be attracted by the method used for the messages and that this interaction will help them to turn the page in their own lives.

OBJECTIVE OF THE CAMPAIGN

Increase Aboriginal youths’ feelings that they are capable of making well-informed decisions in their lives with respect to alcohol and drug use and gambling.

COMMUNICATION OBJECTIVE

Encourage young people to adopt healthy lifestyle habits and to do so for themselves and their families.

TARGET AUDIENCE

Aboriginal youths aged 15 to 21 (Francophone and Anglophone).

STRATEGY

-  Build the message around protection factors.

-  Use real and credible situations.

-  Integrate family members and other people close to youths.

-  Help young people discover the positive light shining in each of us.

-  Create a ‘shock effect.’

-  Use the ‘one-step-at-a-time’ theory.

CREATION COMPONENT

Help young people turn the page.

We invite you to promote the website among the people in your communities by means of the various tools being made available, including the business cards which we would ask you to distribute. We are including these cards with this memo. We hope that all substance abuse workers will contribute to the success of this unique addictions awareness campaign.

Thank you for your invaluable collaboration.