DEVELOPING A MEDIA-BASED AND SCHOOL-BASED PROGRAM FOR SUBSTANCE-ABUSEPREVENTION AMONG HISPANIC YOUTH - A CASE-STUDY OF MIRAME LOOK AT ME

Mirame!/Look at Me! is a substance abuse prevention program for low-in come Mexican American youth 9 to 13 years of age. The theory-driven cu rriculum, developed for mass distribution via a satellite television n etwork, features social models who demonstrate cognitive-behavioral sk ills and display conservative norms regarding substance abuse. An Ig-s ession curriculum contains 5-minute videos that are assigned to be fol lowed by discussion and social reinforcement from a teacher or volunte er. This case study reports the program development process and experi ences in the initial dissemination of the program through national net works for schools and cable television subscribers.