The kit includes a manual, copies of camera-ready advertisements, and a CD-ROM for PC and Macintosh computers. The materials aim to provide a blueprint to enable individuals and organizations to engage the media and others to ensure that drug prevention messages reach youth and adults in their homes, schools, communities, and religious institutions. The National Youth Anti-Drug Media Campaign borrows consumer marketing techniques to sell youth the idea of choosing to live drug-free. The communications plan uses research on youth and drug abuse, together with research and experience in social marketing. Individual sections offer suggestions on how individuals can reach out to parents and youth in their neighborhood, promote and publicize drug-free activities, and deliver the Campaign’s messages to other concerned individuals and groups. The kit also explains how to connect an organization’s media relations, outreach efforts, and programs to specific Campaign messages as they secure exposure through paid and donated media. Individual sections explain the Campaign, ideas to engage communities, guidelines for effective media relations, outreach and visibility efforts, and templates for handouts and media messages. Additional sections provide guidelines regarding the pro-bono matching required of media outlets that present paid advertising for the Campaign, target media markets, communications with stakeholders, and organizational and Internet resources. Charts, checklists, background information, illustrations, sample press releases and other materials, camera-ready advertisements, resource lists, and related materials