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Description Strategies

• Communication Campaigns
  Are developed to address ATOD issues and utilize a purposeful promotional strategy to change knowledge, attitudes, or behavior in a specific, intended audience via marketing and advertising techniques.
  
  • Social Norms Campaigns
    Are considered a subset of communication campaigns that use various media channels to correct misperceptions by promoting true norms in a target population. This approach is based on the premise that the majority of adolescents overestimate the amount and frequency of ATOD use amongst their peers. Social norms marketing therefore attempts to correct these misperceptions by promoting the true norms and creating “positive peer pressure” to align their beliefs and behaviors more closely with the true norms.

* Implementation of both strategies requires intensive and on-going data collection and analysis, as well as funding for incentives, message development, and placement.

• Public Policy for ATOD Prevention
  Institutional or organization policies, practices and procedures that affect or regulate the sale, use, consumption, promotion, or consequences of the use of alcohol, tobacco, and other drugs. It includes laws and ordinances as well as the policies and practices of schools, law enforcement and other organizations and businesses. It also includes the degree to which the public policy is being enforced.
  

• Strategic Prevention Framework
  
  • Assessment
    Involves the mobilization of key stakeholders and coalition members to lead the data process in order to define problems within the community.
    
  • Planning
    Involves the development of a strategic plan that includes a logic model and the identification of evidence-based programs, practices and policies.
    
  • Implementation
    Involves taking action guided by the strategic plan.
    
  • Evaluation
    Involves measuring the impact (and areas for improvement) in the implemented programs, policies and practices.  It also includes reviewing the effectiveness, efficiency and fidelity of implementation in relation to the strategic plan and standards of practice.
    
  • Capacity, Cultural Competency, and Sustainability
    Capacity involves the mobilization of resources within the community and is particularly crucial for the assessment and planning phases.  Cultural competency and sustainability should be a focus of each step of the framework.