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Prevention Action Alliance
Scare Tactics in Prevention: A Scary Story
By now, you’ve probably seen at least one of the videos created as part
of The Truth About Opioids campaign. They feature young actors sharing
real, frightening stories about addiction. Some of the videos are hard
to watch as they simulate people intentionally driving into dumpsters,
smashing their hands with hammers, dropping cars onto their backs, and
more in order to get opioids.
The campaign is popular. It’s won an Emmy and is supported by the
Office of National Drug Control Policy and the Ad Council as well as a
host of media companies. It’s also built on a fundamental flaw—if we
scare young people, they won’t use drugs.
We have a lot to say about the use of fear in prevention. Often, when a
community decides that they want to do something to prevent substance
misuse in their community, they resort to scare tactics. They think,
rationally, that kids would abstain from drug use if they knew what
happened to adults who misused substances.
Unfortunately, developing brains don’t work like that. Teenage brains
are different than ours. As such, what we think should work may not
work for them.
Why don’t scare tactics work in prevention?
Teens are hardwired to defend against scary messages (like adults).
They engage in the same denial, avoidance, and skepticism that adults
do when they hear frightful news. Teens are also exceptional at making
fun of scary messages.
Young people filter information differently. Their prefrontal cortex,
the part of the brain that controls impulses and exercises caution, is
still developing. This makes it hard for them to control their emotions.
Teens attracted to risky situations may be attracted by anything
portrayed as scary. This is especially true for teens who have
experimented with substances already.
Strong warnings can send unintended messages. Sometimes that message
might be that drug use is actually the norm and everyone around them is
doing it. If they don’t do it, they’ll be left behind.
Instead of focusing on what people shouldn’t do, try instead to focus
on what people can do. Young people can get involved in prevention, and
they can find alternative ways to have fun.
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