The RuralMurals© Project has been a successful alcohol and drug prevention, after-school program for middle to high school students in Mendocino County since 2001. The project combines artistic expression with the beautification of communities while building assets.
Thirty-five (35) gorgeous murals have been created throughout our County. Our 7th year, ('07-'08 funding cycle) was the last year we created murals. Go to our “locations” tab to view our map.
Currently, our project is focusing on Normative Education ~ taking a look at perception vs. reality in the area of alcohol and drug use.
In 2009 we partnered with The Arbor On Main, Youth Resource Center in Ukiah to implement a social norms campaign at Ukiah and South Valley High Schools.
In addition, we have a public social norms campaign with messages heard & seen on KWNE, KZYX, Ukiah Valley TV, MTA and at multiple Ukiah sports fields.
What is Normative Education/Social Norms?
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Social norms theory – that much of people’s behavior is influenced by their perceptions of what is “normal” or “typical.” The problem is that we often severely misperceive the typical behaviors or attitudes of our peers. For example, if people believe that the majority of their peers smoke, then they are more likely to smoke. Using social norms marketing to inform people that the majority of their peers do not smoke, can potentially lead them to avoid smoking. There are many areas in which people’s behaviors, attitudes or opinions could be shifted by using strategic marketing to realign their perceptions with reality. Informing people that the majority of their peers are acting in a positive or healthy way can create an environment in which people actively strive to emulate what they believe is typical of their peers. |
Social norms marketing is based on applying social marketing techniques to social norms theory. It is an innovative health promotion technique that has only begun to be understood and used to its full potential
Mural-Making:
The RuralMurals© Project provides each art team with funding for a muralist, an assistant, stipends, art supplies, snacks, a trip to the Mendocino Adventure Ropes Course or another team-building activity, mural installation, and a public dedication ceremony.
Who benefits?
Each mural is designed and painted by youth art teams. The murals are positive and highlight community values and traditions, while providing an alcohol and drug prevention message. Students benefit from their artistic training, sense of self-value and community involvement.
What participants say about us?
320 youth have participated in the RuralMurals© Project since 2001. These young artists assert that the project has benefited them. Many have stated they enjoyed contributing to their communities. Others have said that they would like to become artists. Furthermore, many feel that they will be able to make healthier decisions about their lives.
What is our funding source?
The RuralMurals© Project is a program funded by the Mendocino County Health and Human Services Agency, Community Health Services, through a grant from The Substance Abuse and Mental Health Services Administration (SAMHSA) www.samhsa.gov