3.3.1  Increase Problem Recognition, continued

Define and focus the message. The needs assessment provides a foundation for defining the nature of local substance use problems and targeting and accurately focusing messages intended to raise community awareness. Successful efforts require identifying the target audience, determining the appropriate message, and identifying the correct media to deliver the message. The less broad and more specific the message, the better.

Develop a public awareness marketing plan. Once prevention messages have been developed and segments of the community to be targeted have been defined, develop a marketing plan. The plan should include a situation analysis, which is a description of the current circumstances within the community that have prompted members to take action. Develop a goal, which defines where the community should be, and define objectives, which determine interim accomplishments that help to achieve the goal. Develop strategy statements, which represent the broad outline of the means by which the goals and objectives of the prevention effort will be achieved. These include general approaches and underlying philosophy. Develop action steps, which are the specific prevention activities that will be taken to achieve the objectives. Develop a budget for the actual or anticipated costs associated with each activity. Finally, monitor the implementation to evaluate the outcome of the marketing plan.

Implement the marketing plan. Prod communications advisory group members to prompt an advertising agency to implement the marketing plan for free or reduced cost. An agency can create logos, graphics for T-shirts, posters, billboards, flyers, and media spots. Media specialists can design an evaluation approach that can measure the impact of public awareness efforts in changing opinions and behaviors, such as exposure, recall, impact on volunteerism, and participation in community events. As an alternative approach or as an adjunct, consider approaching a corporate sponsor to provide direct financial support or in-kind services at no cost. Again, please see The Resource Library for instructions about conducting each of the previous activities.