Two Washougal schools, Jemtegaard Middle School (JMS) and Canyon Creek Middle School (CCMS), are leading the charge in reshaping perceptions about substance misuse. Led by Unite! Washougal Community Coalition, their innovative Positive Community Norms Campaign sheds light on a surprising reality: substance misuse in schools is far less common than most students, families, and teachers believe.

The campaign’s first priority was identifying the misconceptions among students and their families, and understanding how those misconceptions fed into harmful perceptions about substance misuse. This gap between perception and reality became the cornerstone of their awareness efforts. Next, they began working on flipping the narrative through public awareness within the school community and beyond.

In October, a powerful video created as part of this campaign titled “The Truth in Numbers: A Social Norms Approach to Substance Use Prevention” was showcased at the 2024 HIDTA Prevention Summit, a national conference for substance misuse prevention.

This public awareness campaign has had a powerful impact on the school community. Most remarkably, as reported in their video, “misperceptions of peer substance use reduced by more than one-third”, and “rates of substance use dropped across all substances (10-38%).” Students are empowered to choose a substance-free lifestyle, knowing they are part of the majority. This choice builds confidence and optimism as they envision a brighter future for themselves and their peers.

For Wendy Butler, Student Assistance Professional at JMS, student empowerment is key to substance misuse prevention. “Students need to know they are cared about, they are valued, and that their opinion matters,” she explains. “By supporting one another, we start making a real difference in the lives of our students.”

By creating awareness about the truth about substance use rates, JMS and CCMS are fostering an environment where students feel supported in making positive choices for their health and future. This corrects misperceptions and builds a foundation for long-term, community-wide change.

About Unite! Washougal

Unite! Washougal Community Coalition is a 501 (c)(3) non-profit organization with a mission to support youth, enrich community, and guide healthy choices. Their advocacy goes beyond traditional ideas of substance misuse prevention and seeks to shift community-wide perceptions to affect change. Through uplifting voices of youth and diverse communities, using data to inform their initiatives, and fostering necessary connections with one another, Unite! Washougal aims to create lasting, systemic change that improves the wellbeing of the whole community. Learn more about Unite! Washougal >