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Chat with Us!

In the chat pod, share with us:

What is the marketing goal

of your prevention program, initiative, 

coalition, or campaign? 

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Marketing Impact:

How NPW Amplifies Community Prevention 

Programs, Campaigns, and Initiatives

National Prevention Week Webinar

November 29, 2018 

Disclaimer: The views, opinions, and content expressed in this presentation do not necessarily reflect 

the views, opinions, or policies of the Center for Substance Abuse Prevention (CSAP), the Substance 

Abuse and Mental Health Services Administration (SAMHSA), or the U.S. Department of Health and 

Human Services (HHS).
Recording in Progress!

This meeting will be recorded for 

archiving purposes.

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David Lamont Wilson 

NPW Coordinator, Public Affairs Specialist 

Center for Substance Abuse Prevention

Substance Abuse and Mental Health Services Administration
NPW 2019 Webinar Series

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Month Webinar Topic

October 25, 2018 The Intersection of Opioids and Suicide: A Prevention Approach

November 29, 2018 Marketing Impact: How NPW Amplifies Community Prevention Programs, 

Campaigns, and Initiatives

December 18, 2018 Prevention as a Profession: A Prevention Workforce Development Webinar

January 2019 Deploying Substance Use Prevention in Military Communities

February 2019 Teens and Vaping Prevention

March 2019 Opioid Use Prevention and Older Adults

April 2019 Tips for Teens: Engaging Teens in Substance Use Prevention

May 2019 Communities Talk: Town Hall Meeting to Prevent Underage Drinking 

Albuquerque, New Mexico (webcast)
Today’s Presenters

• Carolyn Fearing, Associate Director, Social Marketing Specialist, 

Vanguard Communications

• Krystal Baba, Coalition Coordinator, Hawaii Partnership to Prevent 

Underage Drinking with TIFFE Together We Can, a program of 

Child & Family Service; NPW 2019 Working Group member 

• Lauri Badura, Founder, Saving Others for Archie (SOFA), 

Wisconsin; NPW 2019 Working Group member

• Sarah LaValliere, Key Collaborator, Black Sheep Collaborative, 

Friend of SOFA

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Carolyn Fearing 

Associate Director 

Social Marketing Specialist

Vanguard Communications
What is Social Marketing?

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Social marketing is the marketing of behavior 

change that benefits society as well as the audience. 

(No, really. That’s it.)
A Note on Social Media

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A Note on Social Media

(Two different things)

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Social Marketing Myths

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• It’s just a photo opp. 

• It’s all about media outreach, advertising, and social 

media.

• You can only do it if you have the money for big, flashy 

campaigns. 

• If we tell people what to do, they will do it.
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Change

Attitudes/Beliefs and 

Behaviors

Create

Buy-In

Increase Number of People 

Who Take Prevention 

Actions Every Day

Social Marketing for Sustainability
Social Marketing Sustains

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Sustainability strategies that benefit from social marketing include:

• Building ownership among stakeholders

• Engaging partners and influencers

• Tracking and touting outcomes

• Identifying program champions

• Enhancing community involvement 
Plan Before You Pick Up the Megaphone

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How Do You Do It?

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What’s Your Goal?

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Formulating Social Marketing Goals

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Your social marketing goals should help you achieve your 

program’s goals.

Program Goal:

• Enable more people to 

seek behavioral health 

services.

Social Marketing Goals:

• Reduce negativity associated 

with seeking services.

• Educate thought leaders about 

the importance of access to 

services.
Who Do We Need to Reach...

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...and what do we know 

about them?
Know Your Audience

• Who are you trying to reach?

• What motivates them to think, feel, or act?

• What barriers exist to changing attitudes, beliefs, and behaviors?

• Who is most likely to change?

Know Your Audience

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Develop Messages

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...that will resonate with 

the audience.
Create Messages for Specific Audiences

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Messages should:

• Show the importance, urgency, or magnitude of the issue.

• Put a “face” on the issue.

• Be tied to specific values, beliefs, or interests of the audience.

• Be culturally competent.

• Be pretested with your audience.
Channels

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...are the means through which 

you will reach your audiences. 
Activities, Events, and Materials

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...are what you will HOST, 

PRODUCE, or CREATE to 

carry your messages to 

your intended audience.
NPW Activity and Event Ideas

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Pretesting

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... with your intended 

audience, and 

implementation of 

your plan!
Evaluation and Mid-course Corrections

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...ensure that your 

efforts are effective 

and allow you to adjust 

accordingly.
Listen to Your Audience

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Contact Information

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Carolyn Fearing

Associate Director

Vanguard Communications

cfearing@vancomm.com
David Lamont Wilson 

NPW Coordinator, Public Affairs Specialist 

Center for Substance Abuse Prevention

Substance Abuse and Mental Health Services Administration
What Social Marketing Can Do

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Raise awareness

Increase knowledge

Influence attitudes and norms

Show benefit of behavior change

Reinforce knowledge, attitudes, and behaviors

Demonstrate skills

Suggest/prompt an action

Increase demand for services

Refute myths and misconceptions
Raise awareness

Increase knowledge

Influence attitudes and norms

Show benefit of behavior change

Reinforce knowledge, attitudes, and behaviors

Demonstrate skills

Suggest/prompt an action

Increase demand for services

Refute myths and misconceptions

What Leveraging National Health Observances Can Do

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Social marketing 

provides the game plan 

for how to use national 

health observances to 

amplify your efforts.
Social Marketing and the Strategic Prevention Framework

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Leveraging National Prevention Week (NPW)

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• To involve communities in raising 

awareness of behavioral health issues and 

in implementing prevention strategies, and 

showcasing effectiveness of evidencebased prevention programs.

• To foster partnerships and collaboration

with federal agencies and national 

organizations dedicated to behavioral and 

public health.

• To promote and disseminate quality 

behavioral health resources and 

publications.

NPW Goals

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Prevention Every Day

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NPW 2019 Daily Health Themes

Monday, May 13 Prevention of Prescription & Opioid Drug 

Misuse

Tuesday, May 14 Prevention of Underage Drinking & 

Alcohol Misuse

Wednesday, May 15 Prevention of Illicit Drug Use & Youth 

Marijuana Use

Thursday, May 16 Prevention of Youth Tobacco Use

Friday, May 17 Prevention of Suicide

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What Makes NPW Work for You

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• Community-led activities and events anchored by the five NPW 

prevention topics

• Online promotion, engagement, and conversation around 

substance use prevention

• Opportunities to create and maintain collaborations at local, state, 

and national levels

Together, these NPW activities help to raise public awareness, 

reinforce healthy attitudes and behaviors, strengthen 

coalitions, and market your prevention work and messages.
Stay Connected to NPW

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• Sign up for Prevention Works emails

• Download the latest customizable NPW marketing 

resources and toolkits

• Share your community NPW activities and events (and 

photos!)

Visit www.samhsa.gov/prevention-week to learn more
Leveraging Communities Talk

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Why Host a Communities Talk Event

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Benefits of participation:

• Educate the larger community about the problem;

• Identify social and environmental factors contributing to the 

problem; 

• Identify evidence-based solutions that address contributing 

factors; 

• Develop an infrastructure for planning, implementing, and 

evaluating solutions; and

• Put solutions to work!
Get Involved in Communities Talk

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Visit www.stopalcoholabuse.gov

to learn more
Other National Health Observance Opportunities

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January NIDA Drug and Alcohol 

Facts Week (Jan. 22–27) July National Health Center Week (Aug. 11-17)

February National Black HIV/AIDS 

Awareness Day (Feb. 7) August International Overdose Awareness Day (Aug. 31)

March National Nutrition Month September National Recovery Month

April National Minority Health 

Month October Child Health Day (Oct. 7)

May Mental Health Month November Great American Smokeout (Nov. 

21)

June National Men’s Health 

Week (June 10-16) December National Impaired Driving Prevention Month
Contact Information

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David Lamont Wilson

NPW Coordinator

Center for Substance Abuse Prevention

Substance Abuse and Mental Health Services Administration

David.Wilson@samhsa.hhs.gov 
Krystal Baba

Coalition Coordinator

Hawaii Partnership to Prevent Underage Drinking with 

TIFFE Together We Can, a program of Child & Family Service

NPW 2019 Working Group member
Email hppud@outlook.com • Facebook/Instagram @hppudoahu • Twitter @hppud
Email hppud@outlook.com • Facebook/Instagram @hppudoahu • Twitter @hppud

Co-Chairs

Advisory 

Board

Youth CoChairs

Youth Advisory 

Board

Youth General 

Membership

Youth 

Stakeholders

General 

Membership

Short-Term 

Action Teams 

(STATs)

NPW STAT

Stakeholders

Fiscal Agent

Coalition Staff
Email hppud@outlook.com • Facebook/Instagram @hppudoahu • Twitter @hppud
Email hppud@outlook.com • Facebook/Instagram @hppudoahu • Twitter @hppud
Email hppud@outlook.com • Facebook/Instagram @hppudoahu • Twitter @hppud
Email hppud@outlook.com • Facebook/Instagram @hppudoahu • Twitter @hppud
Email hppud@outlook.com • Facebook/Instagram @hppudoahu • Twitter @hppud
Email hppud@outlook.com • Facebook/Instagram @hppudoahu • Twitter @hppud

Lauri A. McHugh-Badura

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Archie 

Badura

(1995–2014)
SOFA Prayer of Hope

God of Love and Mercy, graciously ease our 

burdens from this epidemic, calm our 

anxieties, and mostly, strengthen our faith 

and increase our trust and confidence in Your 

caring goodness.

May You bless each day with Your healing 

grace. Bless us with health in mind and body. 

Fill our hearts with hope and peace.

Grant us the courage we need to face all 

trials and difficulties. Restore lives. Remind us 

always that You make miracles happen. 

Amen.
Your Brand of 

Leadership:

How do you 

fit in?

Advocate 

for Change

Leader for 

Social Justice

Grassroots 

Activist

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Advocate 

for 

Change

Leader for 

Social Justice

Grassroots 

Activist

Advocate for Change

Grassroots Activist

• “OUTSIDE IN” Change

• Movement, Drive, 

Motivation, and Energy

Leader for Social 

Justice

• “INSIDE OUT” Change

• Structural Change

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Strategize for Change

Custom 

Resource 

Guide

Support -

Empathy

Embracing 

Change

Focus on 

Hope

Prayerful 

Intentions

Connecting 

the Dots

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Your Event: Plan of Action

 Motivate: 6–8 months prior to your event, schedule a meeting with your 

board/team that will work event.

 Ideas that Inspire: Create a theme or action item for the event to 

capture more people than in past years.

 Begin with the End in Mind: Schedule date of your event based off the 

NPW tool guide that best fits with your mission.

 Plan for Efficacious Change: Schedule key note speaker and organize 

with your city hall to ensure their willing support of your event.

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Leverage Partner-Provided Tools–NPW 

 A huge thank you to SAMSHA/NPW for putting 

together easy to use partner marketing materials! 

 SAMSHA Toolkit for event planning

 Videos

 PDFs

 Marketing materials

 Web/print materials/banners, badges, web 

signatures 

 FAQ sheets

 And much more!

 https://www.samhsa.gov/prevention-week

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Email blast to: HHS, treatment centers, recovery homes, police 

stations, fire departments, city hall, churches, library, rec. department, 

YMCA, coffee shops, and local businesses that will support your event.

Note: Send to liaison of AODA at local HHS or ask the director who can help 

spread the word. Find out when meetings take place and distribute the savethe-date. Network to meetings, support groups. Ask your board to assist.

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Raising Awareness

Vital Steps: 2 months 

before your event

Create a powerful flyer.

Email your stakeholders.

Email your community.

Encourage wide 

distribution. 

Attend meetings. 

Find your voice. 

Speak. Invite. 

Put up posters!

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Advertise galore...

Create a Facebook event with your new flyer! 

Invite as many people as you can via Messenger 

and ask all your contacts to share the invite. 

Make certain to explain to respond.

Going into the event—the more you share, the 

more marketing you will get.

You can do $100–$200 Facebook posts. (Contact 

Facebook for info on how to do this. Be careful, it 

gets pricey.)

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The Final Week: Contact local city for permission 

to hang banners—excellent marketing tool! 65
1–2 Weeks Prior to Your Event Date

Create media kit.

Email all local TV stations and newspapers. 

Try to get press at your event. 

Contact other events sponsored by NPW, and 

work with them in your area to get the 

attention of all the events for NPW!

Invite them to attend your event as well as 

running a story!

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Day of Event: Have clear signage. Hire a good 

photographer and videographer to capture 

details! This is huge for marketing for next year!

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The first jump!

Never lose sight of who you are...

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“Pay it Forward” Archie SOFA bracelets worn 

all over the world to raise awareness on the 

stigmas of addiction, the heroin epidemic, and 

mental illness.

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Post Event

Save all post 

media and 

awards to 

share in your 

marketing 

planning for 

next year!

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Gratitude

Don’t forget to send 

thank you notes.

Save extra marketing 

information.

Share the successes 

with NPW.

Celebrate!!!!!!!

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Thank 

you!

Lauri Badura 

SOFA Founder & Ambassador 

Questions? 414-530-0968
Questions & Discussion

Please use the chat feature to 

share your questions and 

thoughts with us.

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Crystal Borde

NPW 2019 Planning Team Lead

Vanguard Communications
Questions & Discussion

Please use the chat feature to 

share your questions and 

thoughts with us.

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Tell Us What You Think

Please fill out the postmeeting survey that will pop up 

once this meeting ends.

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Have NPW Plans? Tell Us

Get more exposure for your NPW activity!

• Submit event details through the NPW 

website and we’ll help promote it. 

• Visit the NPW website’s “Event 

Submission Form” page: 

samhsa.gov/prevention-week/communityevents/submit-events

• Bookmark the page! 

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Stay Connected: Sign Up for Prevention Works!

Visit www.samhsa.gov/prevention-week

• Sign up for Prevention Works emails

• Receive emails throughout the year 

featuring the latest prevention 

resources, NPW news, and 

prevention strategies and ideas to 

strengthen your work in the field

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www.samhsa.gov/prevention-week

For more information, visit: