Where it can all go wrong in a YDI

Professor Frank McKenna argues that rather than deterring individuals from engaging in the risky behaviour, educational initiatives may make the behaviour seem more attractive or more acceptable, or make individuals think that because they know more about the risks they are better able to handle them.

Several reasons why educational interventions may not be effective:

  • They’re not based on a theoretical framework of behavioural change.
  • They assume that people engaging in risky behaviour are unaware of the risk whereas they may decide to engage in these behaviours despite or even because of the risk.
  • They are of insufficient duration to achieve long-term change.

The following content has taken the learnings from this research and to create meaningful, effective ways to keep affect behaviour change in young people.