Local Media Campaign (e.g. Parents Lead, positive community norms campaign) and Media Advocacy

This strategy uses multifaceted, targeted media efforts to dispel misperceptions, gain community support, and enhance prevention efforts. Local media campaigns, when implemented alongside other evidence-based strategies, effectively contribute to community norms change. Messaging should be planned in advance, targeted to specific populations, focused on changing a certain behavior, and be implemented through a variety of means (radio, television, print, etc.).

What is this strategy?

Catalog of Prevention Strategies (Media Advocacy)

Has this strategy been proven to be effective?

Youth Alcohol Prevention That Works

Effectiveness of social norms media marketing in reducing drinking and driving: A statewide campaign (Journal of Addictive Behaviors)

The Media, the Public, and the Law Enforcement Community: Correcting Misperceptions (Police Chief Magazine)

When should I consider implementing this strategy?

Community members believe that youth alcohol use is the norm
There is a general belief that there is a lack of support by the community for prevention efforts
There is a low perceived risk of harm for youth consumption
There are misperceptions about actual alcohol use vs. perceived use

How do I implement this strategy?

Key Activities for Implementation:

Identify budget (media can be expensive)
Identify target population
Identify key message(s) (should include a call to action)
Create message/creative
Develop dissemination plan (coordinate with implementation of other evidence-based strategies)
Disseminate campaign

An Introduction to Positive Community Norms

Promoting Positive Community Norms (CDC)

Media Advocacy in Environmental Prevention (CARS Presentation)

Media Advocacy Guide

Media Planning Guide

Have others implemented this strategy?

North Dakota Communities:

Parents Lead Marketing Tools

Parents Lead Dissemination Ideas

Order Parents Lead Materials

North Dakota SPF SIG Media Advocacy Samples

Campus Citizens Committee Letter to the Editor (Article, Grand Forks Herald)