1. DIRECT - program “participants” who receive sustained interaction – e.g. coalition members, youth program members, individuals who attend trainings/workshops/conferences Sign-in sheets, or minutes can “prove” their attendance These participants often (but not always) take pre/post or retrospective surveys as part of the program Demographic information is recorded directly from the interaction’s documentation and/or surveys Face-to-face interaction where demographics can be reported – Prevention Strategies aligning with Direct Participants: Community Based Process (e.g. Coalition) Personal and Cultural Development Youth Leadership & Life Skills (curriculum or activity-based) Training & Community Education (e.g. Me & My Medication workshops) Direct vs. Indirect

2. INDIRECT – those exposed to the program’s prevention messages. Demographic information is available where the exposure occurred. – i.e. individuals receiving materials (e.g. pamphlets at community events, newspaper article), hearing prevention messages (e.g. radio PSAs, interviews), seeing prevention messages (e.g. signage, posters, sticker shock, shoulder tap, billboards) Demographic information based on census data, observation Event sponsor information, newspaper circulation, broadcast targets, marketing, etc. – Prevention Strategies aligning with Indirect Participants: Public Information & Social Marketing Environmental (e.g. Town Hall event, or Movie Night in the park that has “prevention previews” and calculates the number of attendees) Direct vs. Indirect

3. Calculating Demographics For a large crowd: – Event should be representative of community’s general population – Use the data from the Census (I suggest starting here: http://quickfacts.census.gov/qfd/states/04000.html) to find your community’s percentages for race, ethnicity, gender, and age group demographics http://quickfacts.census.gov/qfd/states/04000.html Apply those percentages to the number of the crowd reported/estimated at event E.g. If 900 attend a community health fair, and the 2010 Census shows 47% of the community is comprised of females, then you would multiply 0.47 x 900 and record that 423 attendees were female… and so on.

4. Calculating Demographics No repeat-counting, as to the best of your ability e.g. Bi-monthly prevention-related article in the local newspaper (Indirect – Public Information & Social Marketing strategy) goes out on a Wednesday and a Sunday. The Wed paper circulation reaches 5,000 people, while the Sun paper circulation reaches 8,000. – Only record that this particular strategy’s activity reaches 8,000 Indrect participants once (NOT 8,000+5,000), even though you run the articles numerous times throughout the year. – The same applies for PSAs, film previews, newsletters, mailings, facebook. » You only count the greatest number a single posting/circulation/ distribution list had for that activity in the year, and only record this number once to cover how many Indirect participants it reached the entire year » Otherwise, you will double-count and not accurately represent how many people the program reaches

5. Calculating Demographics No double-counting, as to the best of your ability – e.g. Afterschool program youth (Direct – Life Skills/Youth Leadership strategy) may also serve on the coalition’s youth subcommittee (Direct – Community Development Strategy). Would count this youth only once as a Direct participant, despite involvement in multiple strategies. – e.g. Older adult participates in the coalition (Direct – Community Development strategy) and attends a community rx drug workshop (Direct – Education strategy). Would count this person only once as a Direct participant.

6. Calculating Demographics Don’t worry about deducting Direct participants from Indirect participants – It’s assumed that just about all of your Direct participants (e.g. coalition members, youth program participants, education workshop/conference attendees) will also be reached by your Indirect strategies (e.g. billboards, articles, PSAs, etc.) – No need to deduct your Direct number from your Indirect number to get the Indirect-only number In this particular instance, it’s okay to double count when a Direct participant overlaps as an Indirect participant