title: Employing a youth-led adult-guided framework: "Why Drive High?" social marketing campaign.
abstract: The "Drugged Driving Kills project: Why Drive High?" social marketing campaign was developed and implemented by youth leaders and adult facilitators from public and community health to increase youth awareness of the adverse effects of marijuana on driving. The youth-led adult-guided project was founded on the Holden's youth empowerment conceptual model. This article reports on the results of the focus group evaluation, conducted to determine to what extent the tailored youth-led adult-guided framework for the "Why Drive High?" social marketing campaign provided an environment for youth leadership development.
authors: Injury Prevention Team, Ottawa Public Health, Ottawa, Ontario, Canada. Terry-Lynne.Marko@ottawa.ca
authors: Terry-Lynne
authors: TL
authors: Marko
authors: Tyler
authors: T
authors: Watt
mesh_terms: D000293:Adolescent; D000294:Adolescent Behavior / Q000208:ethnology / Q000523:psychology*; D000328:Adult; D001294:Attitude to Health; D001334:Automobile Driving; D003657:Decision Making; D017144:Focus Groups; D006293:Health Promotion / Q000379:methods*; D006801:Humans; D002189:Marijuana Abuse / Q000517:prevention & control* / Q000523:psychology; D009864:Ontario; D040241:Social Marketing; D055815:Young Adult