The aim of this research was to explore communication targets, messages, tools and resources, with the aim of informing the development of a consistent and sustainable communication strategy designed to reduce the incidence of substance abuse among Aboriginal young people in the East Kimberly and Central Desert Regions (CDR). Within this, the research explored both the communications and program landscape with regards to youth diversion. While young people, community members and elders were included in the research, the majority of consultations were conducted with service providers.
The key finding from this research is that communications are not seen as a priority for addressing VSA among Aboriginal young people. The stakeholders included in the research felt that there is a significant need for funding and support for youth diversion programs, and that this investment is likely to have the greatest impact with regards to VSA when compared to an investment in communications development. Given this, it was not possible to gather detailed feedback on possible messages and target audiences.
As well, several other concerns were raised with regards to communications development:
- It was unanimously felt that due to the sensitive nature of petrol sniffing (and indeed VSA more widely), it is inappropriate to conduct large-scale communications in this area. For example, several stakeholders noted that one of the risks of informing young people that petrol sniffing is dangerous and harmful in contexts where sniffing is not an issue, is that it may act as an education tool on 'how to get high'. It was felt that any communication surrounding VSA would need to be sensitively approached and sparingly used.
- There were concerns about message fatigue, especially in relation to the NTER. It was suggested that this can be addressed through the use of a model where youth workers based in the communities are the 'plug in' point for all visiting services and bureaucrats to help manage engagement and communications on youth diversion and VSA issues.
- In terms of a national or even state or territory based communications strategy, it was felt that messages would get 'lost in translation' as many of the targeted audiences have limited English and literacy levels. The clear preference is for communications to be developed at the community level and delivered in-language.