Through Raise Your Voice, high school-based student organizations earn money while making a difference in their school. To earn a 'grant,' teens create a media project about underage drinking and present it to school audiences. The emphasis is on creative prevention messages that kids won't tune out, that aren't from adults. Based on our successful process, ten organizations per semester will be chosen by a youth/adult scoring committee. The competition requires: analyzing local, valid survey data on underage drinking; crafting a media message aimed at prevention; choosing and presenting to a target audience; marketing; and evaluation. Grantees and faculty sponsors will attend an all-day training led by adults and youth. Grantees present their media to peers, lead classroom discussions on root causes and solutions, and gather feedback using evaluative tools they design themselves. Media projects are showcased at a public celebration. Youth-created underage drinking prevention messages via radio and television spots will enter homes. Web 2.0 tools for social marketing will make messages go viral and launch partnerships with professional media companies, raise awareness and effect change via community and lawmaker involvement.

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