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Timothy B. Howard, Sheriff of Erie County Sheriff Timothy B. Howard 37 year career in law enforcement 24 years with the New York State Police 8 years as the Undersheriff of Erie County Family of Law Enforcement Since becoming Sheriff, I’ve had a passion for preventing underage drinking Early adopter of law enforcement-driven environmental prevention in NYS History of ECSO Prevention 1981 – Creation of Sheriff’s Public Awareness is Prevention Program Initial focus on school-based drug education ○ K-9 Drug Education, Assembly Programs, Drug Displays, one-time programs 1980s Heightened Alcohol Enforcement ○ Alcohol server training ○ First DWI patrols History of ECSO Prevention 1980’s and 1990’s Development of Community Coalitions Move towards science-based, school-based drug education ○ Project Alert, LST, Botvin Late 1990s State-directed focus on Underage Drinking ○ Not A Minor Problem Campaign Branding alcohol as a “drug” Began to use mass media Aim to change norms about underage drinking Law Enforcement in Prevention Unique Position of Law Enforcement • Can act on all three strategies o Regulations/Laws/Policies • e.g. enforcement of social host laws o Availability • e.g. server trainings Norms Regulations o Norms ALL • Mass media, parent YOUTH forums Availability Multi-part Public Awareness Campaign for the New Millennium 2006 – ECSO transitioned from schoolbased to environmental prevention strategies In collaboration with the Center for Health & Social Research at Buffalo State College: Used a data-driven approach to target the highest risk areas within the ECSO patrol districts ○ Southern Erie County Multi-part Public Awareness Campaign for the New Millennium Recruitment of coalition members/community partners Letter-mailings, newspaper articles, local media ads Key Informant Interviews to identify the specific community problems and nuances Community buy-in from schools, local businesses, parents, churches, and local government Multi-part Public Awareness Campaign for the New Millennium Over the past 3 years, the ECSO has fostered a relationship with three independent coalitions Collaborate with each other and with ECSO on coordinated prevention activities Established working relationship with area schools and business Six effective mass media campaigns Mass Media Law Enforcement has a special relationship with media outlets A natural mix through the years ECSO Underage Drinking Media Campaign Use of mass media ○ Changing community norms Effective use of funds to reach maximum target audience ○ i.e. “biggest bang for the buck” Mass Media Posters, Postcards Distributed to EVERY Middle and High School in Erie County Examples in your folders Table Tents Underage Drinking Message Distributed to every licensed liquor establishment in the County Mass Media Billboards Target a specific audience for a specific time Collaboration with other prevention agencies Mass Media National CineMedia In-Theatre Ads Large, diverse target audience Wide geographic reach Cost-effective Campaigns – Responsible Choices Tipline Statewide collaboration with Genesee County Council on Alcohol and Substance Abuse Serve Kids, Serve Time Choose Your Ride Underage Drinking Could Cost You Campaigns – Responsible Choices Prom and Graduation Heightened Awareness and Patrols Red Ribbon Week Red Ribbon Baseball Game First Night / Drug-Free Tree Working with Treatment Kids Escaping Drugs Mental Health Role of Law Enforcement – Norms and Policies Access for illegal underage sales Hosting issues Target norms supporting providing alcohol to youth (sales/hosting) Collaboration with parents, schools, prevention agencies Px2010 is THE collaboration in Erie County Encourage parent forums Changing social norms Parent Forums Strong support for Parent Drug Awareness Forums Would like to see these adopted across the County Effective tool for law enforcement to partner with prevention agencies and school districts ○ ECSO-funded literature materials for parent forums Reduction in state funding for school resource officers ○ Law enforcement linkages will be important for schools in the future Message for Parent Forums