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

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  • Local Media Campaign (Parents Lead, Positive Community Norms Campaign) and Media Advocacy
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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)

"UND, city partner to cancel Springfest" (Article, Grand Forks Herald)

“Our opinion: Springfest change can help cut high-risk drinking” (Editorial, Grand Forks Herald)

“Health advocates worry post-marathon pub crawl could encourage binge drinking” (Article, Fargo Forum)

“Robin Huebner reports: Should the overserved be under watch?” (Article, Fargo Forum)

Prevention Post Newsletter, Spring 2015 (Newsletter, First District Health Unit)

Alcohol Warning Posters (Grand Forks)

  • Alcohol Effects – Female Dancer
  • Alcohol Effects – Female Music
  • Alcohol Effects – Female Music 2
  • Alcohol Effects – Female Soccer
  • Alcohol Effects – Female Student
  • Alcohol Effects – Female Volleyball
  • Alcohol Effects – Male Hockey
  • Alcohol Effects – Male Music
  • Alcohol Effects – Male Skateboard
  • Alcohol Effects – Male Student
  • Alcohol Effects – Male Basketball
  • Alcohol Effects – Male Football

National Social Norms Center, Michigan State University

ND Prevention Resource and Media Center
1237 W. Divide Ave. Suite 1D
Bismarck, ND 58501

701-328-8919 | ndprmc@nd.gov

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