Human Development and Innovative Intervention
Innovative intervention is created to design innovative strategies by testing different models on drug prevention. Many innovative and exciting events are organized, for youth as the target group and being innovative is the key principle.
Drug prevention is integrated into the structures of GOs, NGOs, INGOs, CBOs, and Corporate sector in innovative ways to make them realize that alcohol, tobacco and other drugs are an impediment to happiness.
Information Technology including face book, emails, social networks and entertainment sites are the tools that are used to deglamorize the image of alcohol and tobacco among cyber world reaching the target groups while the games and leaflet campaigns are used among youngsters.
‘Digital Stories’ Competition is popular among the youngsters who are interested in making digital movies on alcohol prevention. The winner gets the opportunity to go to Sweden for two weeks. It was introduced to the drug prevention field in Sri Lanka in 2008 by ADIC in collaboration with IOGT.
“April 1st “campaign was introduced with the intention of converting the day of fools (April 1st) into the day of ‘people who still Smoke’. It was first held in 2008. Massive campaigns and SMS competitions were carried out with the support of electronic and print media.
Celebrities are the role models of the youngsters and therefore they have become targets of many commercial industries. Their role is very important in changing the minds and behaviours of the youth. Concerning this fact, a programme is implemented to convince the celebrities to promote drug prevention as a social responsible activity.
Targeting the foreigners a campaign is conducted to create an environment where public smoking and alcohol consumption amongst tourists is not visible.
Training programmes are conducted in private companies to make them realize that usage of alcohol and tobacco affect the performance of employees and the productivity of the organization.
Some activities are implemented through the health structures to aware pregnant mothers on how secondary smoking affects the fetus during pregnancy and how media promotions on smoking influence the children.