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Work Group Reports on
Demand Reduction --
Summary of Overview,
Discussion, and
Recommendations
Public Information and Awareness
Facilitators:
- Ms. Judy Braslow, USA
- Deputy Director,
Office of Policy and Program Coordination,
Substance Abuse and Mental Health Services Administration
- Mr. Javier Urbina Soria, Mexico
- General Director of Health Promotion,
Ministry of Health
Presenters:
- Mr. Roger Pisani, USA
- Consultant
- Ms. Carmen Millé, Mexico
- Director of Information and Training,
National Council on Addictions,
Ministry of Health
Overview:
Mr. Pisani's presentation clearly demonstrated the powerful impact of a well-organized advertising campaign in promoting a given strategy. He stressed the following salient issues related to public information and awareness: advertising campaigns can be effective prevention tools if properly done; the U.S. and Mexico should immediately increase efforts devoted to prevention and demand reduction campaigns; the participation of a variety of types of experts (e.g., media, prevention, research, and evaluation) is critical to program success; and campaigns must recognize national, regional, and local dynamics, particularly in the border area.
Ms. Millé described the steps to be taken when developing a campaign to ensure its best results. She also gave an overview of the different preventive campaigns used in Mexico to raise public awareness and/or to promote treatment facilities. She concluded that more inclusive efforts are needed, and welcomed the one recently initiated by a private Mexican TV corporation that gathered together public and private supporters.
WHEN DEVELOPING A CAMPAIGN
by Carmen Millé, CONADIC
- Thou shalt base the campaign on a theoretical framework.
- Thou shalt establish the results expected in a set time period within a long-term period.
- Thou shalt set specific objectives in regards to protection, predisposition, and risk factors.
- Thou shalt not forget to analyze and define the target population.
- Thou shalt apply marketing techniques, developing a creative program.
- Thou shalt link the campaign with preventative and treatment programs.
- Thou shalt generate methods for resolving doubts and for interpersonal support.
- Thou shalt not limit thyself to one medium to broadcast messages.
- Thou shalt reinforce messages through support measures and mechanisms.
- Thou shalt follow up on the development process and evaluate concrete results.
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