STAGE 5. Defining the action plan

What steps should be completed?

Step 1: Specify intervention actions

SOCIAL MEDIA CAMPAIGNS *

A drug-abuse prevention strategy that consists of running social media campaigns is often the most politically acceptable, due to its high visibility and ability to reach a large number of people. However, rigorous studies that analyse the effectiveness of this type of intervention indicate that their results are ambiguous and, even if they do work, limited.

Even so, their use in combination with other preventive actions, especially community-based and school programmes, can have preventive effects on tobacco use. The results are more ambiguous for alcohol and do not appear to be significant. Their effects on other types of substance use are weak.

In general, the main value of social media campaigns lies in their ability to sensitise and focus the population’s attention on drug use or particular related problems as a prerequisite to achieve community support and collaboration.

The internet, Web 2.0, social networks, viral phenomena, etc., are very important broadcast channels, especially among young people.

The characteristics below are associated with the campaign functioning well or poorly (lack of effects or negative effects):

GOOD FUNCTIONING

POOR FUNCTIONING

Accurately identifying their target population. Being based on solid theoretical models. Transmitting messages previously tested in pilot tests. Maintaining close connections with preventive programmes carried out at the school or community level, or in the family. Remaining exposed to the target population for a suitable period of time. Being evaluated, even during the campaign period, to incorporate the changes required, adjust messages and achieve better effects. Campaigns aimed at children and adolescents also transmitting messages to parents. Orientate their messages towards changing cultural norms on drug use, demonstrating the consequences of it and/or suggesting strategies to cope with the pressures to use drugs.

Being poorly designed. Investing few resources in development.

Campaigns that have one or both of the negative characteristics listed should be avoided, as their results can be counterproductive, making the target population more resistant to this type of message and reluctant to accept another type of intervention or drug-related regulatory policies.

 

* Based on International Standards on Drug Use Prevention (UNODC):