New trends in the area of alcohol, tobacco and drug prevention and
control
Vilnius
14
Dec
,
2012
Phenomena in the wired world relevant to
drugs and
inspiring
web
-
based projects
Antti Järventaus
The
many
-
faceted
internet
Infor
-
mation
Entertain
-
ment
Multi
-
media
Mobile
Social
networks
Market
-
place
Service
platform
Technology
…
always
something
new
coming
up
…
Darknet
The New Black
Market
Darknet
•
A
part
of the Internet
unreachable
by
normal
means
•
Started
as a
US
Navy
project
to
create
more
secure
networks
•
Reached
by
special
software
(
Tor),
which
masks
the
identitities
and
locations
of
users
,
administrators
and
servers
totally
anonymous
and
virtually
untraceable
•
Used
for a
number
of
legitimate
purposes
but
also
as a
platform
for
virtual
black
market
–
Drugs
,
arms
,
child
pornography
,
planning
of
crimes
and
terrorist
acts
Silk Road
–
the eBay of drugs
•
Advanced
technological
platform
•
Total
anonymity
and
untraceability
•
Payment
in
Bitcoins
: an
untrackable
peer
-
to
-
peer
”
crypto
-
currency
”, a
digital
economy
outside
law
exchangeable
to
legal
currencies
and
vice
versa
•
D
eals
closed
through
encrypted
emails
•
D
elivery to
caches
,
poste
restante
or
even
to
door
by
mail
•
Market
analysis
(prof
.
Nicolas
Christin
, Q1
-
Q2/2012
)
–
more
than
500
sellers
–
thousands
of
customers
–
monthly
revenue
$
US
1.9
million
$
US
22.8
million
annually
•
ABC7
Newsflash
:
http://youtu.be/_oKVXkH_xIY
Darknet
–
possible
interventions
•
Surveillance
–
information
on
market
development
–
law
enforcement
•
Information
provision
–
Information
on
risks
–
Harm
reduction
interventions
•
Do
you
know
your
national
darknets
?
Tell
the
Story
and
let
your
audience
spread
it
out for
you
Viral
marketing
–
rehabs.com
Fragile
Childhood
-
Monsters
•
More
than
2 100 000
displays
•
http
://youtu.be/XwdUXS94yNk
Gamification
The
Future
of Social
Interaction
?
Gamification
•
The
use
of
game
elements
in
non
-
game
contexts
–
Points
,
p
rogress
,
achievement
,
comparision
,
levels
•
Motivators
–
Ranking, rating,
reputation
•
Advantages
–
Engagement
,
participation
,
commitment
,
learning
,
returns
to
service
,
enjoying
longer
stays
”The
last
decade
was
the
decade
of the social
layer
.
Now
, the
game
layer
is
coming
.”
Seth
Priebtasch
, SCVNGR
World of
Warcraft
,
up
to
12
million
players
Games
and
gamification
Angry
Birds
, mobile,
over
1
bn
downloads
Sports
Tracker
–
gaming
in
real
world
Farmville
, 12
million
daily
users
,
Facebook
foursquare
-
explore
and
share
, mobile
Game
layer
in prevention
Hubu
the
virtual
drug
information
bus
in
Habbo
Hotel
Dream
On,
financial
education
MobiHubu
Alcohol
, mobile
game
General
recommendations
1.
Internet is
not
a magic
bullet
–
use
it
primarily
as a
supporting
means
of intervention.
2.
Reach
your
target
audience
where
they
are
.
3.
Form
partnerships
with
successful
actors
.
4.
Involve
target
group
in
planning
,
content
production
–
and
sharing
it
–
as
well
as
evaluation
.
5.
Competition
for
young
people’s
attention
is
tough
–
whatever
you
do
,
do
it
well
.
Shadow
World,
comic
by
Turbouu
Thank
you
.
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