Implementation

Implementing community-wide or population-level changes to improve community conditions requires a delicate balance of passionate community members, appropriate opinion leaders, stakeholder representatives and prevention professionals.  The coalition of partners should be reflective of the cultural diversity of the community in which the problem exists.  Implementation tests the rigor of assessment and plans to prevent community alcohol and drug problems.  Community involvement and ownership are the key to successful policy, norm, and attitude change leading to substance abuse reduction.

Successful implementation requires:

• Mobilization of existing partners
• Ongoing review of assumptions contained in the prevention plan
• Inventory of supporters and opponents

Tracking measures for success are put into place, including:

• Review and implement short and medium-term (process) measures
• Refine and implement long-term (outcome) baseline measures

Development of campaign and media messages.

• Issue frames are developed and messages are tested
• Potential messengers are recruited and readied
• Media advocacy plans are developed and implemented