General assumptions – the role of media campaign in public education B. Bukowska, P. Jablonski Belgrad, 23 – 24 April 2013

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. Introduction

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). Available evidence

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 The role of media campaigns in drug field

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” „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”

Implemented in 6 countries I Awarded media campaign

Media campaign

Media campaign Costly or cheap ?