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An overview of communication campaigns, a strategy to counteract the impact of tobacco and alcohol advertising on youth. It includes information on social norms marketing campaigns, their effectiveness, and resources for planning and implementing communication campaigns. The guide also covers the four phase model for developing and implementing successful communication campaigns.
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Communication Campaign Information Guide
The Communication Campaign Information Guide was developed as a means to provide resources for prevention practitioners in addition to training opportunities. The Centers for Prevention Resources offers classroom-based and online training throughout the year.
This Guide identifies toolkits, books, videos, websites and other resources for providers needing immediate professional development resources and information on Communication Campaigns.
Thank you for your dedication to ensuring effective Communication Campaigns that are grounded in prevention best practice. We believe your hard work in this area will improve the lives of children, youth and communities across the state. Your work is meaningful, important and necessary in the promotion of healthy, drug-free communities.
The Center for Prevention Resources will offer a “Developing and Implementing Successful Communication Campaigns” training which provides more information about how to plan for and implement this strategy.
Comments and Suggestions
This information guide is a draft version. Prevention practitioners are encouraged to provide comments and suggestions on the information and guidance provided in this document to:
Sarah Potter Community Wellness, Prevention, and Health Integration Team Leader N.C. Department of Health and Human Services Division of MH/DD/SAS Sarah.Potter@dhhs.nc.gov
Communication campaigns have successfully been used to change youths’ attitudes, beliefs, and behavior regarding tobacco, alcohol, and marijuana use:
Evaluations of social norms marketing among college populations have demonstrated changes in perceived peer alcohol use as well as decreases in actual alcohol use:
Utilizing a step-by-step process model will help to insure that all key steps are taken and that the program keeps on track. It steers practitioners through a process of planning, implementation and evaluation phases, steps and tasks that are often necessary for program success. The Developing and Implementing Successful Communication Campaigns training, offered through the Centers for Prevention Resources details the following four phase model:
1.Planning Phase 3. Implementation Phase
The following standards must be applied when implementing a communication or social norms approach:
The Basics of Social Marketing: How to Use Marketing to Change Behavior Turning Point Social Marketing National Excellence Collaborative. This is a stand-alone tool to help practitioners apply effective social marketing to public health programs and practices. The publication can be downloaded from: http://socialmarketingcollaborative.org/smc/pdf/Social_Marketing_Basics.pdf
Early and Often: How Social Marketing of Prevention Can Help Your Community Jaker, J. This resource guide is rich with information and specific examples of effective social marketing messages for substance abuse prevention.
A Field Guide to Designing a Health Communication Strategy
O’Sullivan, G.A., Yonkler, J.A., Morgan, W., and Merritt, A.P. Baltimore, MD: Johns Hopkins Bloomberg School of Public Health/Center for Communication Programs, March 2003.
The Social Norms Marketing section of this resource guide will provide you with general information about this approach and references to appropriate tools, guides, books and websites that will serve as a starting point for planning and implementing this approach in your community.
Social Norms Marketing Campaigns are communication campaigns which utilize marketing techniques to change misperceptions regarding audience behavior, and ultimately change behavior by communicating accurate group norms of the specified audience. They are environmental prevention strategies. The social norms strategy is to gather credible data from a target population and then, using various communication strategies, provide accurate information about their behavioral norms and protective/avoidance strategies.
The theory behind the approach states that much of people’s behavior is influenced by their perceptions of how other members of their social group behave (i.e. young adults are more likely to drink alcohol if they think most young adults drink). When applied to teen substance abuse prevention, social norms marketing campaigns are based on the following principles:
When planning a social norms marketing campaign it is also important to consider the effect misperceptions have on the target population:
Guide to Marketing Social Norms for Health Promotion in Schools and Communities Haines, Michael P. et al. National Social Norms Resource Center, 2005. Provides a theoretical overview as well as step by step tasks for implementing a social norms marketing intervention in high school and community settings. The complete guide can be found online at http://www.socialnormsresources.org/pdf/Guidebook2.pdf
How to Use Social Norms Marketing to Prevent Driving After Drinking Linkenbach, J.W. Montana State University – Bozeman, 2006. This toolkit provides step-by-step guidance and concrete tools for implementing a social norms marketing campaign to prevent driving after drinking based on lessons learned. Available for purchase at www.mostofus.org
Tool Box MOST of Us. Contains specific protocol for conducting social norms marketing utilizing the 7-Step Montana Model on Social Norms Marketing. The complete guide can be found online at: http://www.mostofus.org/resources/practitioners-tools/
Perkins, H. Wesley. (1997) “College Student Misperceptions of Alcohol and Other Drug Norms Among
Peers: Exploring Causes, Consequences, and Implications for Prevention Programs.” Designing Alcohol and Other Drug Prevention Programs in Higher Education: Bringing Theory into Practice. Newton, MA: The Higher Education Center for Alcohol and Other Drug Prevention. The complete article can be found online at: http://alcohol.hws.edu/perkinstheorychapter.pdf
“The Truth about Teen Alcohol Use 101” – A Social Norms Video for High Schools. Discover Films, 2002. This 25-minute video presents students at a high-school reacting to a social norms media campaign and sharing how it is empowering for responsible non-users. The video can be purchased at http://www.discover-films.com/store/catalog/Alcohol-p-1-c-3.html or by calling 1.888.649.6453.
The Alcohol Education Project The Alcohol Education Project of Hobart and William Smith Colleges uses research, education and social norms about alcohol and other drugs to promote health and well being nationwide. http://alcohol.hws.edu/
This section of this guide will provide you with general information about the planning and strategy development phases of developing and implementing communication campaigns, as well as references to appropriate information, tools, guides, books and websites that will serve as a starting point for planning/developing a communication campaign in your community.
The first two phases are essential to an effective communication campaign.
Planning Phase The planning phase is important because it lays the foundation for the remaining phases and steps in the process. It is important to create a solid foundation during this phase; one that is based on commitment from key stakeholders, valid and sufficient data, and realistic objectives and timelines. Planning steps include:
Strategy Development Phase The strategy development phase determines how you will achieve your project objectives. During this phase, the marketing plan is developed and the “face” of the campaign is planned – including the brand, messages and materials. The ideas, opinions and feedback of the target population(s) are a very important aspect of this phase. The steps to be completed in this phase of the process include:
The following planning standards for Communication Campaigns were developed based on an extensive review of research literature and lessons learned to help translate research into everyday practice:
Above the Influence is a National Youth Anti-Drug Media Campaign to help teens stand up to negative pressures or influences. http://www.abovetheinfluence.com/
The Ad Council produces, distributes and promotes public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community well being and strengthening families. http://www.adcouncil.org
This section of this resource guide will provide you with general information about the implementation phase of communication campaigns and with references to appropriate information, tools, guides, books and websites that will serve as a starting point for implementing/evaluating a communication campaign in your community.
The last two phases outlined in Prevention First’s Developing and Implementing Successful Communication Campaigns training help practitioners plan their campaign.
Implementation Phase During this phase, the campaign is launched and the marketing plan is implemented. The marketing aspect of the campaign is usually reinforced and supported with interactive strategies in order to increase the impact. The steps to be completed in this phase of the process include:
Evaluation Phase This phase involves conducting process and outcome evaluation (monitoring the process of the program and evaluating effectiveness). Process evaluation should begin at the start on the implementation phase, and continue throughout the life of the program. Outcome evaluation helps to measure the impact of the campaign and does not occur until the campaign has been implemented with fidelity and over a sufficient amount of time. The evaluation informs the refinement and campaign continuation process. The steps to be completed in this phase of the process include:
The following standards are for Providers that have already demonstrated the planning standards and are implementing a Communication Campaign: