Above The Influence

Social Norms

Changing social norms has proven to be one of the most important and most difficult strategies of the Healthy Peabody Collaborative. The HPC is aware that the norms of a society are deeply rooted and, because of this, decided to adopt the ONDCP’s national campaign, Above the Influence, to maximize the effects of the campaign locally. The national and local recognition has helped to increase brand awareness and is beginning to change behavior. The HPC will be working collaboratively with its community partners to develop a complementary parent campaign in 2011— 2012.

Social Availability

Social availability is one of the main sources of illegal substances for underage youth in Peabody. It is also one the most difficult sources through which to prevent access. The HPC has implemented a number of strategies to prevent access to alcohol and prescription drugs through social sources including: A social norms campaign targeted at 21—25 year olds, increased enforcement targeting legal buyers that are procuring alcohol for minors, ongoing prescription drug take back, and training for school nurse personnel, parents, coaches and youth to recognize the signs and symptoms of substance abuse. The HPC Director is also part of a regional marijuana prevention task force that is working toward developing strategies to reduce marijuana use and access. The HPC will also be targeting parents in a social norms campaign that will complement the ATI campaign. The goal will be to increase the perception of parental disapproval and decrease the incidents of alcohol and other drug access through parental sources.

Keg Registration

Although The HPC utilizes the STAT model as a way to complete strategies and engage the broader community feedback is also collected through ways other than face-to-face group meetings. There was not a large number of HPC members who signed up for the Keg Registration STAT. The HPC outreach coordinator recruited members to work on individual parts of the packet and to provide feedback on the final product. This was a creative way to not only engage the community, but also to engage them in a strategy that was not as appealing as some of the other HPC strategies but still necessary to the overall strategic plan.

Marketing Cube

An HPC STAT was formed to develop a campaign targeting 21—25 year olds who may be thinking of purchasing alcohol for minors. The STAT was made up of various sectors of the community and worked with a local graphic designer who donated her time to develop the campaign. Once the campaign was developed, two recorded focus groups of 21—25 year olds were held to test the message. The tapes were transcribed and changes were suggested to the STAT members. The campaign was altered and will be distributed to alcohol retailers.


The HPC’s view of “policy” has changed. Policy was identified as one of the four areas of focus for the HPC during the initial strategic planning process. Not all HPC members fully supported the policy changes that were proposed. Recognizing that the community was not ready for traditional policy change, the HPC sought out informal policy changes that would still fulfill the needed focus on policy. The informal policy changes may lead the coalition to more formal policy changes such as review and revision of the school chemical health policy and revising the local liquor license policies.


Policy Changes


Policy Change

Social Host Liability

Substance abuse prevention information will be included during at least once parent athlete night annually, reaching over 600 parents, students, school staff and community members.

Compliance Check Protocol

The HPC, J.B.S. Professional Services, LLC and the Peabody Police have developed internal protocol to ensure proper implementation of compliance checks.

RX disposal

Ongoing RX disposal is now available at the PPD. Ongoing collection will begin at the TRIAD meetings. Signage and promotional materials will be distributed among community partners.

Safe ID Check training

Retailers who have failed a compliance check for the first time have been required to attend an HPC sponsored Safe ID Check training.

Time Exchange

The Lynn Time Bank expanded their reach and is now known as the Time Exchange of the North Shore.

Summer Foods

The Summer Foods Service has been institutionalized in the City of Peabody.

The Search Institute / Olweus Bullying Prevention Curriculum

STAT underway to form a strategic plan to engage additional community members in supporting the healthy development of young people in Peabody through the Search Institute’s As- set Model which will serve as a community complement that supports the Olweus bullying prevention program being imple- mented in the Peabody Public Schools.

Assessment and Evaluation

The HPC recognizes the importance of both assessments and evaluation. Using data collected from the community assessments, a series of strategic planning meetings were convened to analyze and prioritize the data around substance use. Approximately 20 members of the HPC (including the HPC Director, the Police Chief, Public Health Director, Middle and High School Principals, Library Director, Youth, Young Adult Librarian, Public Health and School Nurses, community members, Parent-Teacher Organization representatives, homelessness prevention advocates, and the President of the local ambulance service provider) participated in the strategic planning process. Members were asked to score seven environmental strategies (Visible enforcement, Social availability, Retail Availability, Price, Community social norms, Policy, and Promotion) in each of the areas below based on data provided: 1) Data – Is there more than one source, is it good data? 2) Political will/community readiness – How ready is the community to respond to this strategy; are there barriers to be considered and are they or are they not surmountable? 3) Meaningfulness – Does the use of this strategy reflect what is going on in Peabody? 4) Capacity – Do we (meaning those implementing this plan) have the capacity to effectively use this strategy? 5) Other efforts – Is anyone else already implementing this type of strategy? 6) Feasibility – Can this strategy be realistically implemented and have an impact within a 3 year time frame? Through this process, tobacco, alcohol, marijuana and prescription drugs (including OxyContin) and the following intervening variables were identified as priorities in Peabody: Visible enforcement; Social availability; Community social norms; and Policy.


Assessment and Evaluation Tools



Collection Methods

Restaurant/Bar Assessments


Food Inspector, HPC members

Liquor Retailer Alcohol Ads Surveys


Food Inspector, HPC members

Youth survey


Peabody Public Schools

Compliance Checks

Maintained over 90% compliance

Peabody Police

Community Norms Surveys

Over 300

International Festival, Internet, Community Locations

Parent Surveys

Over 325 & Over 400

High and Middle School Orientation Nights

Policy Checklist


HPC Members

Cambridge Law Enforcement Survey


Peabody Police Patrol Officers

One-on-One conversations

100+ Ongoing

HPC Members

ATI Pre/Post test


Youth HAC members

Program evaluations

All attendees

Program participants

Event Evaluations


Event attendees

ATI PhotoVoice Display Evaluation

In the process of being developed

Peabody Community Members

Coalition Assessment


HPC members

ATI: What are you above, what keeps you above and who keeps you above?

Over 2150

Peabody Youth

Underage drinking incidents and marijuana citation data


Peabody Police


Enforcement Activities

  • Compliance checks
  • Directed Patrols
  • Enforcement articles
  • Parent & Youth education campaign about underage drinking laws and the consequences for young drivers
  • Develop underage intelligence protocol
  • Provide information about social host liability through the Peabody High School Mandatory Sports Orientation


  • Continue to participate in Regional Marijuana Prevention Task Force
  • Develop regional marijuana prevention strategic plan
  • Continue to provide training for school nurses and offer training to school personnel, parents, coaches, and youth on how to identify the signs and symptoms of ATOD use
  • Continue to provide Safe ID check training for merchants (mandatory for merchants who fail compliance checks)
  • Strengthen local liquor license policies
  • Begin to explore tobacco/drug paraphernalia local ordinance in Peabody
  • Continue to work on Peabody Public Schools Chemical Health Policy

Social Availability

  • Continue to develop PSA’s on prescription drug disposal
  • Develop “Use and Dispose of Properly” messaging
  • Educate prescribers on over-prescribing and proper disposal methods
  • Distribute marketing cube targeted at 21-25 year olds to educate them on the risks of providing alcohol to those who are under 21.
  • Begin collecting unused medications at Peabody TRIAD meetings


Social Norms

  • Contract with local social norms firm to develop a complementary parent campaign to the Above the Influence campaign
  • Implement parent survey
  • Develop complementary parent campaign (Parent Coffee Hours)
  • Implement two “Tag IT” events annually
  • Continue PYTV show and summer program
  • Participate in Red Ribbon Week activities
  • Present Youth Risk Behavior survey results to youth and adults
  • Develop and implement substance abuse prevention workshop for Senior Health Day
  • Offer tobacco prevention programming through the local Boys and Girls club
  • Continue project TND (Toward no Drugs) offered by the Sheriff’s department at Peabody HS

Click on the picture below to read the Peabody Patch Article
about the Above the Influence art contest winners!