Applying Health Communications and Social Marketing to Alcohol, Tobacco, and Other Drug Problem Prevention

This 2-day workshop is for prevention program administrators, prevention educators, and representatives of voluntary health organizations. It presents strategies to determine audience needs, develop accurate and targeted messages and materials, and evaluate results. The focus is on the role of communications strategies in prevention efforts.

Learning Objectives

The objectives are: (1) apply social marketing to design a communication program; (2) understand when and how to conduct market research; (3) design messages and materials appropriate to target audience needs; (4) determine quick, easy, and cost-effective ways to pretest materials; (5) develop practical steps to evaluate communication programs; and (6) understand why and how to work with intermediaries.