A campaign to curtail vandalism, promote safe sex and change behaviour in Jasper is being lauded by council, but is quickly running out of money. Consultant Michael Quick, owner of Glass Onion consulting, appeared before council on Sept. 1 to give the town a progress report about the campaign, noting that in order to run a sustainable program, about $20,000 would be needed for the project to run smoothly.

“We do need funding to make us sustainable,” Quick said.

Quick is working with Family and Children’s services manager Kathleen Waxer to find additional funding for the program. Much of the funding is required for staffing and incentives designed to attract youth to events. He also explained that about three years of data is needed begin identifying trends, as he sees the program expanding to one of respect in the community.

“We’re closing the gap between reality and perception,” Quick said.

Much of the funding required is for salary, however there are other expenses. The social norms campaign received a large portion of funding from HIV West Yellowhead this year.

“Incentives include gift cards and food, and then there are costs with printing and graphic design,” Quick said.

The campaign wrapped up last week with a number of surveys distributed amongst youth to determine if they were aware of the campaign, or had seen the posters. Quick said there was attempts made to sample a wide range of youth, and reach several demographics.

Quick said the social marketing campaign teaches youth about acceptable and unacceptable behaviour by comparing perception against reality.

“We’re trying to change the culture on Patricia St.,” Quick said, noting that on top of posters, radio ads and television commercials are being developed.

The campaign launch was fast tracked this year in order to collect baseline data, Quick said. Usually developing surveys and poster campaigns can take a year, however this campaign took four months. Despite the rush, posters didn’t appear until August, well after most seasonal workers have arrived.

“It would have been nice if we could have collected the data earlier and gotten the posters out at an appropriate time,” Quick said.

Municipal funding could be available in the spring, Quick was told. He noted that Banff runs a similar program for $75,000.

“For three years, we want $100,000 to run it really great,” Quick said. “For what you get out of it, it’s cost effective and rated high for the money put in."

Mayor Richard Ireland asked if there was a way the program could be used to inform the greater community. He said many in Jasper have a different perception of youth as “rascals or worse.”
Quick indicated there could be opportunity to talk to the community as a whole, and that working with council was the best way to accomplish that.