It’s Too Easy Digital Media Campaign
In 2015, IPS worked with teens from the Venice Boys and Girls Club and the Santa Monica Police Activities League to implement a large print and broadcast media campaign intended to challenge adults about their role facilitating underage drinking in LA County.
The campaign, “It’s Too Easy,” was developed through peer discussion groups and creative sessions exploring adults’ sanctioning of underage drinking. A primary aspect of the project was to train youth on utilizing media advocacy to effect policy and social norms change.
The project culminated in a media event featuring youth speakers, school district representatives, and Santa Monica Police Department (SMPD) officers. Youth, SMPD, and IPS staff tabled before and after the media event to spread community awareness of the campaign and to further a social norms shift away from underage drinking.