# Presentation: 296744

## The media play an important role in impacting people’s attitudes, perceptions, and behavior. The media can advance the prevention message by increasing awareness and helping gain support for prevention policies.

- MODULE 7
- Prevention and the Media
- Why study the media?

## The Big Business of Marketing

- Beer industry between 1995 and 1999 $3.74 Billion
- *Expenditures on Cigarette Advertising
- Promotion in 1999 = $8.24 Billion

- In Newspapers .  .  .  .  .  .  .  .
- In Magazines .  .  .  .  .  .  .  .  .
- Outdoors .  .  .  .  .  .  .  .  .  .  .
- On Transit  .  .  .  .  .  .  .  .  .  .
- Point-of-Sale Promotions .  .
- Samples to the Public .  .  .  .
- Promotions .  .  .  .  .  .  .  .  .  .**                           **

- *Advertising Age, 1999

## Communication Channels

- Television  (local, public, statewide, regional, national)
- Newspapers (local newsletter, city newspaper, college / school newspaper)
- Radio
- Billboards  and  posters
- Printed  insert  materials
- Free Public Service Announcements (PSA’s)

## Communication 

- Paid commercials
- Conversations between people(e.g.,“Everyone is doing it.”)
- Curriculum materials at school
- Churches
- News coverage of events
- Doctor offices and clinics
- Etc.

- Communication
- Channels (cont’d)

## Is the Glass Half Empty or

- Traditional prevention press releases focus heavily on negative behaviors. (“We have a drug crisis with our  youth.”)
- Often the statistics reflect a non- normative behavior.(“Fifteen percent of youth in ourschools have tried marijuana.”)

- Half Full?

## Is the Glass Half Empty or Half Full?  (cont’d)

- Press releases must be consistent with our goals of promoting health.  A paradigm shift may be more effective.  (“Eighty-five percent of youth in our schools have never tried marijuana.”)
- Develop or choose instruments that provide a more accurate view.  (Ask equal questions about  risk and protection)

## Is the Glass Half Empty or 

- Is the Glass Half Empty or
- Half Full?  (cont’d)

- “Fortunately, most (85%) of our youth have never used marijuana.  However, we are seriously committed to reaching that small percentage through the help of the majority of their peers.”

## Prevention and the Media

- Media Advocacy
- Media Literacy
- Social Marketing

**Prevention and the Media**

## The strategic use of media as a resource for advancing a social or public policy initiative.

- Media Advocacy

## Environmental Strategies

**•****	****Availability of ATOD**
**•****	****Laws**
**•****	****Rules**
**•****	****Regulations**
**•****	****Policies**
**•****	****Norms**

## •	Research
•	Creative use of epidemiology and statistics
•	Issue framing
•	Gaining access to media outlets

**•****	****Creative use of epidemiology and statistics**
**•****	****Issue framing**
**•****	****Gaining access to media outlets**

- Skills to Advocate Using
- the Media

## Activity

**•****	****Read the Media Advocacy Case Study**
**•****	****Refer to the information sheet *****Skills to Advocate Using the Media***** on p. 7.10**
**•****	****Read the case study and determine how the skills to advocate were applied in the case study**
**•****	****Prepare a short statement to share with the group**

## The ability to “read” or “decode” messages in a variety of print and electronic media.

- Media Literacy

## •	Who is communicating and why?
•	Who owns, profits from, and pays for media messages?
•	How are media messages communicated?
•	Who receives media messages and what sense is made of them?
•	What are the intended or underlying purposes and whose point of view is behind the message?
•	What is NOT being said and why?
•	Is there consistency both within and across media?

**•****	****Who owns, profits from, and pays for media messages?**
**•****	****How are media messages communicated?**
**•****	****Who receives media messages and what sense ****is made of them?**
**•****	****What are the intended or underlying purposes ****and whose point of view is behind the message?**
**•****	****What is NOT being said and why?**
**•****	****Is there consistency both within and across media?**

- Seven Critical Media Questions

## Activity	

**•****	****Refer to the advertisement that was given to your group and answer the following questions:**
**•****	****Who is communicating and why?**
**•****	****Who owns, profits from, and pays for media messages?**
**•****	****How are media messages communicated?**
**•****	****Who receives media messages and what sense is made of them?**
**•****	****What are the intended or underlying purposes and whose point of view is behind the message?**
**•****	****What is NOT being said and why?**
**•****	****Is there consistency both within and across media?**

## Social Marketing

**Definition:  **
- The process of applying basic (commercial) marketing techniques to social issues in order to create behavior change.
*(Kotler and Andreasen, 1987)*
**Consumer-driven:  **
- The consumer (target population) is the central focus for all steps of a social marketing campaign.

## The 4P’s of Social Marketing

- Product is the goal of the campaign.  It is the  behavior we would like the target audience to change or maintain. *Example:  Under-age teens choose to abstain from all alcohol use in all situations*
- Price is what the people in the target audience must give up in order to receive  the program’s benefits. *Example:  Not fitting in with one’s peers **when the majority use alcohol on a **regular basis*

- (The Marketing Mix)

## The 4P’s of Social Marketing

- Promotion is the overall strategy (messages) used for persuading people to accept the price for the product.*Example:  “Just say no” messages*
- Place* *is the communication channel that will be used to get the promotional message to the target audience.*Example:  Mass media campaign and **schools*

- (cont’d)

## The 4P’s of Social Marketing Example

- •	**Product: **Preteens choose to abstain from all alcohol use in all situations
- •	**Price: **Not fitting in with one’s peers when the perception is that the majority use alcohol
- •	**Promotion: **Most of us don’t use alcohol
- •	**Place: **Mass media campaign in schools and communities

## Challenges with Social Marketing

- 1.	Rigor of a research-driven process(each step and decision requires input from focus group)
- 2.	Competition with highly financed 	campaigns (i.e., alcohol industry)
- 3.	Presenting the “product” in a waywhich reinforces core needs (autonomy vs. health)

## Challenges with Social Marketing (cont’d)

- 4.	Evaluating the success of the campaign(i.e. campaigns often stop at processevaluation and awareness vs. behavior change)
- 5.	Focus on negative approaches are often 	popular but may not be effective

## Scare Tactics

**Definition:  **
- 	The use of fear or disgust for the purpose 	of improved well-being
**Goal:**
- 	“Scare the health into them.”	*(focus population)*
**Assumption:**
- 	Awareness of negative consequences will 	result 	in positive behavior change

## Scare Tactics (cont’d)

**Limitations:  **
**	**Good intentions but poor science.  	*(Impact/outcome studies are often **	**lacking, or some show a negative **	**effect.)*
**Institutional Insanity:  **
**	**Are we doing what we’ve always 	done but expecting different 		results?

## •	Scare tactics?
•	Focus Audience?
•	What emotional reaction?
•	Popularity?
•	Evaluation?

**•****	****Focus Audience?**
**•****	****What emotional reaction?**
**•****	****Popularity?**
**•****	****Evaluation?**

- PSA Analysis

## Why study the media?

The media can play an important role in impacting people’s attitudes, perceptions, and behavior.  The media can advance the prevention message by increasing awareness and helping gain support for prevention policies.

**The media can play an important role in impacting people’s attitudes, perceptions, and behavior.  The media can advance the prevention message by increasing awareness and helping gain support for prevention policies.**

- Prevention and the Media

## Questions and Discussion