Media Advocacy

me·di·a ad·vo·ca·cy n. The strategic use of the news media to advance policy goals

Communities Against Substance Abuse utilizes media advocacy to shape the way social issues are discussed in the media and to use media outlets to build support for changes in public policy. As it relates to our initiatives, it is our goal to influence the way people talk and think about a social or public policy by working directly with local newspapers, television, and radio, trying to change both the amount of coverage the media provide and the content of that coverage.

We believe media advocacy is most effective when is it is used in combination with policy and collaboration strategies (i.e., community coalition building, inter-agency and intra-agency collaboration). Research show that media advocacy has played an effective role in three important areas:

• Increasing public support for changes in alcohol and tobacco related policies
• Enacting new laws related to advertising and sales of alcohol
• Increasing public awareness about policy issues and results of baseline surveys, and stimulating public support and involvement

Learn more about how Communities Against Substance Abuse has used media advocacy to:

• Communicate effective Tobacco Policy Outcomes
• Support the enforcement of Underage Alcohol Drinking Laws and release annual data
• Counter marijuana normalization and reduce access to Drug Paraphernalia
• Engage youth in Prescription Drug prevention and advocacy campaigns