Download General assumptions – the role of media campaign in public education

General assumptions
– the role of media
campaign in public
education
B. Bukowska, P. Jablonski
Belgrad, 23 – 24 April 2013
Introduction
• Media campaigns are often the first and/or
only intervention delivered by policy
makers concerned with preventing the use
of drugs in a population, as they are visible
and have the potential to reach a large
number of people relatively easily.
Available evidence
• Three good reviews and three acceptable reviews,
reported findings with regard to this intervention.
According to these studies, media campaigns, in
combination with other prevention components, can
prevent tobacco use (reporting median reduction of
2.4%). However, no significant findings were reported for
alcohol abuse, and only weak findings with regard to drug
use (UNODC, 2013).
The role of media campaigns in
drug field
• to balance pro-drug culture created by mass media
and show business
• as a facilitator to promote anti-drug messages
• to provide with facts and evidence-based knowledge
• to undermine stereotypes and prejudice connected
with drug phenomena - showing new point of view
which can contribute to overcome stereotypes and
existing interpretations of social phenomena
• to initiate long – term prevention activities
• to initiate debate on touchy issues related to drug
problem - transfer important topics which have
existed to limited extent in the public debate
Characteristics associated with positive media
campaign prevention outcomes
• Precisely identify the target group of the
campaign
• Based on a solid theoretical basis
• Design messages on the basis of strong
formative research
• Strongly connect to other existing drug
prevention programmes in the home, school,
and community
Characteristics associated with positive media
campaign prevention outcomes
• Achieve adequate exposure of the target group for
an adequate period of time
• Systematically evaluated, including throughout the
campaign to adjust messages for maximal effect
• Target parents, as this appears to have an
independent effect also on the children
• Aim at changing cultural norms about substance
abuse and/or educating about the consequences of
substance abuse and/or suggesting strategies to
resist substance abuse
Characteristics associated with no or negative
prevention outcomes
• Media campaigns that are badly designed or
poorly resourced should be avoided as they
can worsen the situation by making the target
group resistant to or dismissive of other
interventions and policies:
– Media campaign as single short action
– Threatening the audience
– Neglecting the knowledge on risk and protective
factors
– Not conected with concrete actions adressed to target
populations
Media campaign in public education in
Poland
• 2005 – 2006 „Closer to each other – further from
drugs”
• 2006 - 2007 „Support for local communities in drug
prevention”
• 2007 – 2008 „Watch your drink”
• 2009 – 2010 „Don’t drug drive! Drugs turn off your
brain”
• 2011 – 2012 „Drugs ? For what”
Awarded media campaign
Implemented in 6 countries
Media campaign
8 000 000 zł
7 000 000 zł
6 915 201
5 701 792
6 000 000 zł
5 000 000 zł
Budget of NBDP
3 853 411
4 000 000 zł
Value of campaigns
3 000 000 zł
2 000 000 zł
1 000 000 zł
377287
416 782
330000
2005
2006
2009
1 010 580
250 000
0 zł
2010
Media campaign 2005-2010. Costly or cheap ?
1 374 069 zł
budget of NBDP
Gained financial
resources
17 480 984 zł