WP3: Public Health (PH) Campaign
Work Package Lead: Dr Rebecca Gunn PPIE Lead: Professor Barry Percy-Smith
Introduction
This work package focuses on the development, refinement, and evaluation of a public health campaign aimed at young people aged 11–14. The campaign is designed to equip young people with knowledge and skills to reduce the risks associated with illicit substance use. Grounded in behavioural theory and co-produced with young people and stakeholders, the campaign is intended to be accessible, engaging, and scalable. WP3 also places strong emphasis on youth voice and creative involvement, ensuring the campaign reflects the lived experiences and perspectives of its intended audience.
Phase 1 – Foundations:
The initial PH campaign was developed using COM-B principles and co-produced with young people (YP) through focus groups and creative workshops. Early materials provided information, corrected misperceptions around drug use, and encouraged skills identified as protective in reducing illicit substance use. We collaborated with schools and youth groups to shape the content, language, and media channels used.
Phase 2 – Refinement and Evaluation (Current):
We are now refining the campaign using a participatory action inquiry approach with YP, parents/carers, experts by experience (EBEs), and professionals. Materials are being reviewed and adapted for accessibility, relevance, and appeal across diverse groups,
including at-risk communities. Creative methods like graffiti walls, vox pops, and digital feedback tools (e.g. QR-linked Qualtrics surveys) are being used to gather both qualitative and quantitative data on audience reactions.
We are testing materials in real-world contexts—youth centres, schools, and community groups—and assessing reach, recall, trustworthiness, and perceived impact. We are also integrating campaign content with trusted resources like North Yorkshire Council’s DrinkDrugHub, ensuring alignment and digital reach. Outputs will include a refined, evidence-informed campaign and an evaluation report.
Phase 3 – Implementation and Impact:
The finalised campaign will be rolled out across Yorkshire using digital and print media, with peer educators and campaign champions supporting dissemination. We will evaluate changes in attitudes, conversations, and behaviours around drug use among 11–14-year-olds. Findings will inform final adjustments to ensure maximum impact and readiness for wider adoption through schools, health services, and local authorities.
PPIE Involvement:
PPIE has been central throughout the project. YP, parents, and EBEs have co-designed content, selected creative partners, and influenced dissemination strategies. We are now broadening involvement to include more diverse youth groups and exploring roles for YP as peer educators and leaders. Our approach goes beyond consultation—it centres young people as co-researchers and co-creators.
Anticipated Outputs (WP3):
· A co-produced, accessible, and scalable PH campaign
· Evaluation evidence on campaign effectiveness
· A peer-reviewed academic publication