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Media
Advocacy as a substance abuse prevention strategy
Who:
Communities Against
Substance Abuse and its community and youth partners are implementing
"media advocacy" strategies that integrate with substance abuse
prevention strategies and advance prevention initiatives.
What:
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"Media
advocacy" is an advocacy tool using the news media to influence the
public, opinion leaders and policy makers about prevention goals,
issues objectives. |
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A
media advocacy strategy can involve producing "earned" or "generated"
news coverage as well as "paid" media or a combination of both. For
example, a paid advertising campaign can generate news coverage of
the campaign. |
When:
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Media advocacy can be a critical component to prevention strategy
at the appropriate time. |
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The
goal is NOT to just get in the paper; the goal is to advance prevention
initiatives, issues and objectives. |
Where:
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Newspapers
& Magazines – Op-ed pieces, letters to the editor, news articles |
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TV
and radio – Newscasts, commentary, call-in talk shows, public service
announcements (PSA's) |
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Internet |
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Advertising
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Why:
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The
media is a powerful force for persuasion and influence that Communities
Against Substance Abuse is harnessing and putting to work. |
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The
media can provide visibility, legitimacy and credibility to an issue
and to the organization advocating for positive change. |
How:
Media advocacy supports
the overall mission of Communities Against Substance Abuse and its
prevention initiatives and policy goals.
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