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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