The chapter describes some of the innovative ways that advocates from across the country are using media to present messages intended to change social norms related to abuse. These descriptions include several national efforts operated by the Family Violence Prevention Fund. Lessons that have emerged from such efforts are outlined. The chapter also focuses on some of the problems that advocates have faced in seeking exposure for domestic-violence-prevention messages in an increasingly crowded media marketplace. Recommendations are offered regarding innovative ways to work with or bypass media "gatekeepers" and to compete with paying customers in vying for the public's attention. The chapter also suggests how to expose the masses to domestic-violence-prevention messages regardless of events in the news that support or distract attention from the issue. Some recommendations are to involve corporate America in the effort and benefit from their advertising budgets; make friends with representatives of advertising agencies, which can be powerful allies; generate revenue for purchased time; and work with producers and scriptwriters in Hollywood to incorporate domestic-violence-prevention messages into highly rated television shows. 21 references