Citation

Marko TL, Watt T. Fam. Community Health 2011; 34(4): 319-330.

Affiliation

Injury Prevention Team (Ms Marko); and Evaluation & Applied Research Unit, Evidence, Preparedness and Information Division (Mr Watt); Ottawa Public Health, Ottawa, Ontario, Canada.

Copyright

(Copyright © 2011, Lippincott Williams and Wilkins)

DOI

10.1097/FCH.0b013e31822b5482

PMID

21881419

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.

Keywords: Cannabis impaired driving

Language: en