NCJ Number
190716
Date Published
2001
Length
155 pages
Annotation
This kit provides resources and information designed to help British communities, particularly Drug Action Teams, develop campaigns to prevent drug abuse in accordance with the national 10-year strategy for drug prevention, with an emphasis on media communications strategy.
Abstract
The kit summarizes guidance on developing and working within a coherent national communications strategy, followed by practical guidance on using the media to support and promote the Government's 10-year strategy for countering drug abuse. General advice is provided on how to get the appropriate message across to the target audience that needs to hear it. Contact details are provided for further information on using real-life case studies to add impact to communications. Also provided in the kit is a guide for developing mutually beneficial relationships with the business community. Further, the kit summarizes research into how communicating through the media can help narrow the "health divide" between the more affluent and the poorer sections of society. A summary of the Government's 10-year strategy focuses on the key aims and objectives that should inform all drug communications. Also summarized is research into why youth take drugs and how they respond to government information about drugs. Contact details are provided for the main government departments that are involved in addressing drug abuse; their key responsibilities are outlined. A CD-ROM, including photographs and captions, illustrates aspects of the Government's drug strategy. Brief factual guides to a range of key drug issues are photocopiable and faxable.