MGMC01H3 Study Guide - Quiz Guide: Raymond Flynn, Neil Sullivan, Peer Pressure

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Published on 29 Mar 2015
School
Department
Course
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Boston fights drugs
May 1 1987 - 4 havards business students had to give a report to Bostons Mayor Raymond
Flynn by June 15, 1987
Jan 1987 – project initiated by Neil Sullivan (mayor policy advisor) and Marc Zegans (member
of mayers policy staff)
Want: what to do to reduce drug use among bostons school-going (student) population
Want: what communication the city should send to its young ppl
Create communications program that offers guidelines on most effective messages & delivery
channels for reaching the students
Plan should be ready to implement immediately!!!
Boston has huge population
Boston was new englands hub for the distribution of illegal drugs
1986 – almost 1000 drug trafficking arrests
Confiscating approx. 80kg of coke, 6.4kg of heroin, 47 tons of weed and 2,100,000 dosage units
of synthetic drugs - street value of over 250 Million
Arrests were only 5-10% of total drug volume trafficking through boston
Drugs got to boston a yr after being in NYC
1985/1986 – new coke: crack so summer 1986 mayor Flynn wanted to make reducing drug
abuse top priority
WANT: What can you do to decrease the supply and demand of the drugs
WE need to create a plan to de-market drugs to youth within the city
1986 -conducted anti-drug programs
Ppl wantd to drug traffic cause of the quick & large amount of profits
Doubled drug trafficking arrest in 1986 compared to 1985
Drug education a part of school curriculum for each age group. Ie 5/6 had policeman and
teachers act out scenes – about self confidence and peer pressure and consequences of drug
use
High school – learned drugs in health class
Teenage role models talked to elementar students about dangers of drugs
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Public agencies: conceling, detoxification centers awareness bullitens, educational aids,
sponsored “drug free days” – promotions coordicnated through a team called BAD (boston
against drugs) which were from many different coporate leaders
Were neighbourhood groups to try to keep their neighbourhood drug free ie a hotline (Drop a
Dime) for citizens to call and report and drug use
Media – had anti drug commercials, announcements,
- Had a commercial about teen celebraty saying that drugs r bad and that its cool to not
do drugs like the celeb AND sports star saying they were addicted but had quit and to
not do it cause it was a mistake.
- Filmed a teen girl doing drugs and having to be wheeled away to the hospital (also had a
song)
- Had an ad that a boy took drugs and that he needs help but his parents wont so it
advertises the hotline that they can call if a kid needs help with a drug problem
The BAD alliance hired advertising agency to create an ad to reach students so they conducted
a study paying the participant and they discovered that peer pressure was a huge cause of
drugs and that there was a lot of drug use and avaibalility ! and that they didn’t care if celebs did
drugs
Mayors office had published studies available - about qualitative impressions of
conselors/teacher/social workers that worked with kids needing help
Studies showed more kids doing drugs and at a younger age -- young kinds don’t have morals
yet and peer pressure is huge
**what message city should send to young ppl & how it should be delivered to reach the target
audience
They only had 5 months of pt work to do it .. set research methodology that would meet
their budget constrain of 20,000$ & provide relevant info. Need to choose approrptae
research questions for the study What did they wanna find out how to do it and what
would they do with the info they got?????
Market research options: first what group will they be studying? Based on age, neighbourhood,
socioeconomic bracket, only boston ppl, or…?
Quantitaive survey – large citywide survey of 750-1000ppl done through phone for $15,000 (or
mail $10,000) 2 montsh to do - questionare how is it structured? (they would also do test runs t
make sure questionnaire is good) response rates of 5%-20%.. data can be sorted by the type of
person being surveys so trends can be formed -had objective data (no bias)
Qualitative Survey – focus roups 8-10ppl would be $500-$150 per session (1-1.5h) and
participants were paid so they r motivated to talk about drugs … would aleady have research
questions for the moderator to ask . good as group can brainstorm and provide creatie ideas to
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Document Summary

May 1 1987 - 4 havards business students had to give a report to bostons mayor raymond. Jan 1987 project initiated by neil sullivan (mayor policy advisor) and marc zegans (member of mayers policy staff) Want: what to do to reduce drug use among bostons school-going (student) population. Want: what communication the city should send to its young ppl. Create communications program that offers guidelines on most effective messages & delivery channels for reaching the students. Boston was new englands hub for the distribution of illegal drugs. 80kg of coke, 6. 4kg of heroin, 47 tons of weed and 2,100,000 dosage units of synthetic drugs - street value of over 250 million. Arrests were only 5-10% of total drug volume trafficking through boston. Drugs got to boston a yr after being in nyc. 1985/1986 new coke: crack so summer 1986 mayor flynn wanted to make reducing drug abuse top priority.

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