This strategy uses multifaceted, targeted media efforts to dispel misperceptions, gain community support, and enhance prevention efforts. Local media campaigns, when implemented alongside other evidence-based strategies, effectively contribute to community norms change. Messaging should be planned in advance, targeted to specific populations, focused on changing a certain behavior, and be implemented through a variety of means (radio, television, print, etc.). 

What is this strategy? 

Catalog of Prevention Strategies (Media Advocacy) 

Has this strategy been proven to be effective? 

Youth Alcohol Prevention That Works 

When should I consider implementing this strategy? 

  • Community members believe that youth alcohol use is the norm 
  • There is a general belief that there is a lack of support by the community for prevention efforts 
  • There is a low perceived risk of harm for youth consumption 
  • There are misperceptions about actual alcohol use vs. perceived use 

How do I implement this strategy? 

Key Activities for Implementation: 

  • Identify budget (media can be expensive) 
  • Identify target population 
  • Identify key message(s) (should include a call to action) 
  • Create message/creative 
  • Develop dissemination plan (coordinate with implementation of other evidence-based strategies) 
  • Disseminate campaign 

An Introduction to Positive Community Norms 

Promoting Positive Community Norms (CDC) 

Media Advocacy in Environmental Prevention (CARS Presentation) 

Media Advocacy Guide 

Have others implemented this strategy? 

North Dakota Communities: 

Parents Lead 

Parents Lead Community Toolkit