NCJ Number
190713
Date Published
February 2001
Length
70 pages
Annotation
Based on the finding of seven demonstration projects undertaken by the British Home Office Drugs Prevention Initiative (now the Drugs Prevention Advisory Service), this guide was designed to be used as a training tool for all those concerned with drug abuse prevention whose work involved communicating messages through the media.
Abstract
Although the demonstration projects were very different in their designs, content, and scope, each used media resources to deliver their drug abuse prevention messages to youth. Part 1 of this guide discusses the role of media in drug abuse prevention and provides general guidelines for effective drug prevention practice. Among the topics considered are the drug prevention messages that are most effective, the types of media that are most effective, the linking of messages to other initiatives, and the influence of media-based communication on behavior. Part 2 is a step-by-step guide on how to develop effective media-based interventions. The guide relies on a traditional model of communication research that consists of five components. First, research is used to define the problem, the audience, and their communication needs. Second, the communication strategy is defined. Third, the media resource/campaign is developed, including pretesting. These components are followed by process and impact evaluations and then an outcome evaluation. A glossary, a list of resources, and project profiles are provided. 28 references