Prevent Alcohol and Other Drug Abuse through Social Marketing

The goal of the Bureau of Substance Abuse Services Prevention Unit Social Marketing Campaign is to prevent and decrease the rate of misuse of alcohol and other drugs. Radio, transit, web, and public relations contractors craft appealing messages for parents, youth, the elderly, and those who serve them.

Illustrated booklets are designed for certain groups: parents of children in grades 3-5, grades 6-8, or grades 9-12. Parents can communicate family expectations that have powerful effects on their children's alcohol, inhalant, or other drug choices-now and in the future.

Youth-oriented pamphlets support children's and teens' healthy choices and alert them to the facts about substance abuse.

Health care providers keep abreast on effective means of working with youth and their parents through the Pediatric Clinician Update. This succinct sheet summarizes health guidance, screening, brief intervention, and referral information that can be integrated into routine or emergency visits.

The objective of the elderly initiative is to prevent medication misuse and alcohol problems among adults over the age of 60. BSAS distributes colorful, culturally specific booklets that outline guidelines to assist elderly persons in avoiding these problems. Health care providers, pharmacy personnel, and home care workers are offered "Updates" on how to advise their clients effectively.

All BSAS printed materials are available in bulk quantities at no charge from the Massachusetts Health Promotion Clearinghouse: www.maclearinghouse.com. Many of them can be downloaded in several languages from the "Publications" section of the BSAS website. Professional presentations at national conferences will soon be available online as well.


This information is provided by the Bureau of Substance Abuse Services within the Department of Public Health.