SAMHSA/CSAP Underage Drinking Prevention National Media Campaign
-
Upload
myrilla-favian -
Category
Documents
-
view
29 -
download
0
description
Transcript of SAMHSA/CSAP Underage Drinking Prevention National Media Campaign
![Page 1: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/1.jpg)
![Page 2: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/2.jpg)
Underage Drinking Prevention National Media Campaign
Community Outreach Pilot Program Introductory Webinar
SAMHSA/CSAP
Underage Drinking Prevention National Media Campaign
Community Outreach Pilot Program Introductory Webinar
Wednesday, March 7, 2012
2 p.m. to 3:30 p.m. EDT
![Page 3: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/3.jpg)
Welcome and Introductions
Lisa Falconer, MPH, CHES
Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor
![Page 4: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/4.jpg)
SAMHSA CSAP Staff
Virginia Mackay-Smith
• Director, Division of Systems Development
Emily Novick
• Public Health Advisor, Division of Systems Development
Tracy Farmer
• Public Health Analyst, Division of Systems Development
![Page 5: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/5.jpg)
Gallup Communication Training and Technical Assistance Team
Valerie Goode Bill Goodwill Lisa Falconer
Katie Bass Megan Cochrane
![Page 6: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/6.jpg)
Pilot Site Introductions
![Page 7: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/7.jpg)
Introductory Webinar Agenda
• Brief Campaign Overview• Review of Expectations for
Pilot Sites • Expert Tips on PSA Placement • Q & A Session• Reminder of Upcoming Kickoff
Meeting and Adjournment
![Page 8: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/8.jpg)
Underage Drinking Prevention National Media Campaign Overview
and Pilot Expectations
Emily Novick, MPP
Public Health Advisor
Division of Systems Development
Center for Substance Abuse Prevention
![Page 9: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/9.jpg)
• Role of Expert Panel• Involve CBOs in Campaign development• Engage stakeholders and build partnerships• Expand Campaign reach
Background
![Page 10: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/10.jpg)
• RFP Released on November 7, 2011 • More than 80 proposals received
RFP Process
![Page 11: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/11.jpg)
Selected Pilot Sites
NPN’s Five Regions
1. Summit Prevention Alliance (Southwest Region) Frisco, CO
2. Erie County Council (Northeast Region) Buffalo, NY
3. Asian Health Coalition (Central Region) Chicago, IL
4. Metropolitan Drug Commission (Southeast Region) Knoxville, TN
5. People Reaching Out (Western Region) Sacramento, CA
![Page 12: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/12.jpg)
• Period of Performance – March 1, 2012 to August 15, 2012
• Incorporate Campaign messages and materials• Host at least one event• Incorporate underage drinking research• Incorporate the Campaign’s key messages
Required Activities
![Page 13: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/13.jpg)
• Mandatory Project Meeting • Reporting & submitting materials developed• Support from the Campaign
Additional Requirements
![Page 14: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/14.jpg)
Expert Tips on PSA Placement
SAMHSA/CSAP
Underage Drinking Prevention National Media Campaign
Community Outreach Pilot Program Introductory Webinar
Wednesday, March 7, 2 p.m. to 3 p.m. EDT
Bill Goodwill
SAMHSA Underage Drinking Prevention National Media Campaign Contractor
![Page 15: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/15.jpg)
Why Local Outreach Matters
• PSAs with local benefits trump all others: • A survey of 1,000 stations shows PSAs
benefiting the local community are most important
![Page 16: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/16.jpg)
The PSA Environment
• Competition for air time is intense• 39% of stations receive 8 to 30+ PSAs weekly
![Page 17: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/17.jpg)
Media Gatekeeper Profile
• Gatekeepers typically:• Manage a non-revenue department• Are overworked and understaffed• Inundated with PSAs• Use voicemail to screen calls
![Page 18: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/18.jpg)
Generating Increased Value
• You can impact campaign values: • Average campaign value of usage on 30 new
TV stations is worth $1.1MM
![Page 19: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/19.jpg)
The Local Media Mindset
• Revenues and Ratings Matter Most • They achieve them by Relevance and
Recognition
The Four R’s of Broadcasting
Public Service
Directors
Recognition
Ratings
Revenue
Relevance
![Page 20: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/20.jpg)
The Pilot Site Toolkit
• Samples of campaign materials:• TV PSAs with local tags• TV storyboards• Fact sheet on the UAD issue• Localizable press release• Live announcer and recorded radio PSAs• Localizable print PSAs• Other resources
![Page 21: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/21.jpg)
Steps for Local Outreach
• Go to www.psaresearch.com/psaprimer.html• Concentrate on broadcast TV• Make an appointment• Be familiar with media content• Share creative
• Why is the message important to their viewers?• What happens when the public responds?• Make it personal if you can
• Keep it short!• Prepare leave-behind materials• Send a thank you note
![Page 22: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/22.jpg)
Accessing Local Media Lists
• Go to www.goodwillcommunications.com• Enter user name and password• Click on Distribution Reports• Review reports for your locale
![Page 23: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/23.jpg)
Accessing Local Media Lists
• Click on the state for your locale:
![Page 24: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/24.jpg)
Detailed Distribution Reports
• Click on media type
![Page 25: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/25.jpg)
Providing Feedback on Local Media
• Media Contact Scenarios• Wrong contact, wrong address or important station missing from distribution list
• Response: Use online survey feedback form
![Page 26: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/26.jpg)
Local Outreach Checklist
• Media outreach steps:• Send changes to Goodwill via feedback form• We will re-post final distribution reports• We will ship materials in appropriate format to you• TV will be localized for your area• Review all materials on your Tool Kit DVD• Make media appointments
![Page 27: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/27.jpg)
Making the Media Presentation
• Be prepared:• Share creative with the media • Tell them why this issue is so important • Describe the call to action process• See if the media can offer other types of support• Provide a copy of the DVD tool kit to media
![Page 28: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/28.jpg)
Evaluation Reports
• Click on Evaluation Methodology• Evaluation data sources• Different types of reports
![Page 29: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/29.jpg)
Evaluation Reports
• Report Access• Select medium• Select for your state• Export to Excel
![Page 30: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/30.jpg)
Evaluation Reports
• Interactive Map• Place cursor over state and double click• Airplays and value are shown for state
![Page 31: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/31.jpg)
The Take Away
• Know your local media • Use national tools• Provide us with media updates• Be a media resource• Be persistent• Acknowledge media support
![Page 32: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/32.jpg)
Q & A Session
![Page 33: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/33.jpg)
Upcoming Kickoff Meeting & Adjournment
Lisa Falconer
Gallup, SAMHSA Underage Drinking Prevention National Media Campaign Contractor
![Page 34: SAMHSA/CSAP Underage Drinking Prevention National Media Campaign](https://reader038.fdocuments.net/reader038/viewer/2022110211/5681346f550346895d9b5325/html5/thumbnails/34.jpg)
Questions about the Kickoff Meeting or the Pilot Site
Program?
Katie Bass
202.715.3079
Lisa Falconer [email protected]
Please contact: