# Presentation: 296451

## THE MEDIA AND PREVENTION

**THE MEDIA AND PREVENTION**
**The Substance Abuse Prevention Specialist Training**

## Why study the media?

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

**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**

**The Media and Prevention**

## Activity

## The Big Business of Marketing

**The ****alcohol industry**** spends $1.5 billion on TV, radio and print advertising each year**
- 	(Source: Children, Health and Advertising, 2002)
**The ****alcohol industry**** spends 3 times that much on collateral promotional advertising**
- 	(Source: Federal Trade Commission)
**Annual ****tobacco industry**** marketing expenditures nationwide total $8.4 billion ($23 million per day!)**** **** **
- 	(Source: Campaign for Tobacco Free Kids)

**The Big Business ****of Marketing**

## Communication Channels

**Television (local, public, statewide, regional, national, cable) and radio**
**Newspapers (local, city, college/school newspapers)**
**Movies and movie trailers**
**Electronic (e-mail, cell phones, internet, video games)**
**Billboards and posters**
**Printed insert materials**
**Free Public Service Announcements **

**Communication Channels**

## Communication Channels(continued)

**Paid commercials, product placement**
**Conversations between people****(e.g.,“Everyone is doing it.”)**
**Curriculum materials at schools**
**Churches**
**News coverage of events**
**Doctor offices and clinics**
**Collateral, such as t-shirts and hats, event sponsorship, giveaways, etc**

**Communication Channels****(continued)**

## Alcohol Advertising to Youth

**In 2002, 15 of the TV shows most popular with teens showed 5,085 alcohol ads at a cost of ****$53 million **
**	****(Source: CAMY, 2002)**
**Hispanic youth see 30% more alcohol advertising than non-Hispanic youth **
**	****(Source: Exposure of Hispanic Youth to Alcohol Advertising ****Center on Alcohol Marketing and Youth, 2003)**
**African-American youth see 60% more alcohol advertising than non-African-American youth**
**	****(Source: Exposure of African-American Youth to Alcohol ****Advertising Center on Alcohol Marketing and Youth, 2003)**

**Alcohol Advertising to Youth**

## Prevention and the Media

**Media Literacy**
**Social Marketing**

**Prevention and the Media**

## The strategic use of media as a resource for advancing a social or public policy initiative
Specific tools exist for advocating for social initiatives using media

**Specific tools exist for advocating for social initiatives using media**

**Media Advocacy**

## Media advocacy is a way of advancing environmental strategies such as changes in:

**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**

**Media Advocacy Tools**

## Read the Media Advocacy Case Study
Refer to the information sheet, Media Advocacy Tools
Read the case study and determine which tools were used and how they were applied in the case study  
Prepare a short statement to share with the group

**Refer to the information sheet, Media Advocacy Tools**
**Read the case study and determine which tools were used and how they were applied in the case study  **
**Prepare a short statement to share with the group**

**Activity**

## 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?

	(CDC, 1998)

**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?**
- 	(CDC, 1998)

**Deconstructing Media Messages**
**(Media Literacy) **

## 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?

**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?**

**Activity**

## 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 (focus population) is the central focus for all steps of a social marketing campaign**

**Social Marketing**

## The 4Ps of Marketing

***Product***** is the goal of the campaign.  It is the  behavior we would like the focus audience to change or maintain****	**
** **
***Price***** is what the people in the focus audience must give up in order to receive  the program’s benefit**
- 	(Linkenbach, 1998)

**The 4Ps of Marketing**

## The 4Ps of Marketing

***Promotion***** is the overall strategy (messages) used for persuading people to accept the price for the product**
***Place *****is the communication channel that will be used****to get the promotional message to the focus audience**
-  (Linkenbach, 1998)

**The 4Ps of Marketing**

## The 4Ps Applied to Social Marketing

***Product:***** ****Pre-teens 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 and schools**

**The 4Ps Applied to Social Marketing**
**Example A**

## The 4Ps Applied to Social Marketing

***Product:***** ****Native American pregnant teens choose to abstain from all tobacco use during pregnancy**
***Price:***** ****Self-denial; investment in the future generation **
***Promotion:*****  “(S)he breathes what you breathe” posters, fliers depicting positive cultural symbols, pregnant NA teen**
***Place:***** ****Schools, public health department, tobacco shop, convenience store, local TV, radio**

**The 4Ps Applied to Social Marketing**
**Example B**

## Activity

**Form case study groups**
**Develop an outline of a social marketing campaign for the program you wrote a Logic Model on, using the 4Ps**
**Use chart pad paper and markers to create the campaign announcement**
**You have 15 minutes**
**Be prepared to share with the group**

**Activity**

## Challenges with Social Marketing

**Rigor of a research-driven process *****(each step and decision requires input from focus group)***
**Competition with highly financed campaigns *****(i.e., alcohol industry)***
**Presenting the “product” in a way which reinforces core needs *****(autonomy vs.***** *****health) ***
**Evaluating the success of the campaign *****(i.e. campaigns often stop at process evaluation and awareness vs. behavior change) ***
- 	(Linkenbach, 1998)

**Challenges with Social Marketing**

## Challenges with Social Marketing(continued)

**Focus on negative approaches are often popular but may not be effective**
**Effective primarily when combined with other prevention strategies**
**May not demonstrate behavior change, but can create and promote healthy norms**
**Must reach a large number of persons to be effective**
- 	(Linkenbach, 1998)

**Challenges with Social Marketing****(continued)**

## 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**
- (Linkenbach, 1998)

**Scare Tactics**

## Scare Tactics(continued)

**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?**
- (Linkenbach, 1998)

**Scare Tactics****(continued)**

## Are scare tactics used? Why is this approach popular?
Who is the intended audience?
What emotional reaction is intended?
How do we know if a PSA is a “success?”
Could they be causing harm?
How do we evaluate the effectiveness of PSAs?

**Who is the intended audience?**
**What emotional reaction is intended?**
**How do we know if a PSA is a “success?”**
**Could they be causing harm?**
**How do we evaluate the effectiveness of PSAs?**

**PSA Analysis**

## Are based on fact and focus on immediate consequences
Clearly state the desired behavior and its benefits
Use positive emotional appeals and/or humor
Appeal to logic and reason
Show desired behavior 

**Clearly state the desired behavior and its benefits**
**Use positive emotional appeals and/or humor**
**Appeal to logic and reason**
**Show desired behavior **

**Effective Media Messages **

## Is the Glass Half Empty or Half Full?

**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 our******schools have tried marijuana.”)***

**Is the Glass Half Empty ****or Half Full?**

## Is the Glass Half Empty or Half Full?(continued)

**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 Half Full?****(continued)**

## Is the Glass Half Empty or Half Full?(continued)

**Is the Glass Half Empty ****or Half Full?****(continued)**

***“******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.”***

## Social Norms Marketing 

**Strategy used to promote healthy behavior**
**Focus is to change perceptions of how much alcohol, tobacco, and other drugs peers use **
**Assumes that correcting misperceptions about actual rates will decrease use because people want to be a part of the crowd **
**Has research-based outcomes that document effectiveness in reducing ATOD **

**Social Norms Marketing **

## QUESTIONS and DISCUSSION

**QUESTIONS and DISCUSSION**