Smart Implementation = Successful Prevention
Alcohol, tobacco and other drug abuse is connected to health issues and social problems. Prevention should be an integral part of campaigns, initiatives and commemorations, focusing on specific health, social and cultural issues.Planning a successful Drug Free 24/7 campaign in your community can be much simpler with the proper planning, campaign materials, and support. Starting with Red Ribbon Week, your Drug Free 24/7 campaign is a year round commitment. Prevention should be an integral part of every holiday, special event and celebration.
Red Ribbon Week
For many communities, Red Ribbon Week has a short-term focus, centered on public awareness activities, coupled with educational events about alcohol, tobacco, and other drug abuse prevention. While these activities have value, communities can and should take better advantage of the media attention that comes with Red Ribbon Week. Red Ribbon Week is not just one week in October, but the kickoff to a comprehensive community-wide prevention campaign. Community coalitions and prevention organizations can maximize Red Ribbon Week media focus by garnering public commitments for prevention partnerships and collaborations from various individuals, entities, and systems; both for year-round social marketing campaigns and for specific event or time-period initiatives.Recommended Links
» Social Marketing Considerations» Effective Media Tips
Ensuring Success: A Three-Step Approach
Step One: PlanningTime Frame: Early September
Start planning and map out your Drug Free 24/7 Year starting early September. Think about the scope and scale of your campaign, create a “road map” of goals, key contacts, hoped-for collaborations and activities for November of this year through October of next year. Build the road map on a foundation that will ensure a comprehensive approach to the one-year plan, applying both the 12 sectors of the community (youth (18 or younger), Parent, Business, Media, School, Youth-serving organization, Law enforcement, Religious/Fraternal organization, Civic/Volunteer groups (i.e., local organizations committed to volunteering, not a coalition member designated as a "volunteer"), Healthcare professional, State, local, or tribal governmental agency with expertise in the field of substance abuse (including, if applicable, the State agency with primary authority for substance abuse), Other organization involved in reducing substance abuse) and the key dates and events of the 12-month period. While this road map should have enough detail to provide direction, it should also be flexible enough to be adjusted as your community moves into Step Two.All activities should be tied together with the Drug Free 24/7 theme for consistent messaging (Drug Free 24/7, The Way To Go!) which lends to larger media impact. To assist your messaging, Drug Free 24/7 campaign materials are available for purchase.
For ideas for your Drug Free 24/7 road map, review the Drug Free 24/7 Guide. Use these ideas to stimulate your imagination and creativity for useful social marketing initiatives and community collaborations. Communities can also access the National Family Partnership at Informed Families Education Center for more information and ideas related to Red Ribbon Week.
Recommended Links
» Drug Free 24/7 Activity Ideas» Drug Free 24/7 Campaign Materials
Step Two: Meet with Potential Partners Time Frame: Late September - Mid-October
Work with the individuals, organizations, and systems identified in the 12 community sectors to discuss either the entire road map or the segments specific to them. Secure those commitments and adjust, consolidate the road map, as needed. Create media and public awareness campaigns about the collaborations and initiatives in preparation for a Red Ribbon Week media blitz.Recommended Links
» Effective Media TipsStep Three: Campaign Roll Out
Time Frame: Red Ribbon WeekInstead of using Red Ribbon Week as an opportunity to simply highlight alcohol, tobacco, and other drug abuse and prevention in a general sense, treat it as a platform to announce the year-long Drug Free 24/7 road map. Take advantage of the increased media attention and public awareness about the collaborations and impending initiatives by releasing joint press releases; holding press conferences with partners; and hosting public events to herald the Drug Free 24/7 road map.
