The presentation considers the marketing concept of ‘branding’ as a novel and potentially useful strategy for developing and disseminating positive prevention messages.
A brand is a name, term, sign, symbol, design or some combination used to identify and differentiate products and services among competing entities. Through a step-by-step discussion of the concept and its application to the field of substance abuse prevention, the presentation expands the marketing concept of the brand to encompass an approach that differentiates and reinforces positive prevention messages from other messages in the environment. The concept deserves consideration due to its broad-based and consistent appeal as a business strategy used by successful companies. The National Clearinghouse for Alcohol and Drug Information employs this strategy to strengthen the appeal of its prevention messages to the public and serves as the organizational model for this strategy.
The presentation explores techniques used by the Clearinghouse to develop, disseminate, and differentiate uniform prevention messages that effectively ‘brand’ them in order to magnify and reinforce their impact. Examples of ‘branded’ messages are found in various information dissemination channels used by the Clearinghouse including print media, the Internet, telecommunications, and conference exhibits.
The presentation is designed to be instructional. It provides a how-to guide to substance abuse prevention professionals of ways to convey clear and consistent prevention messages while enhancing the identity and purpose of the originator of the message.
See www.health.orgLearning Objectives: 1. To apply the business marketing concept of 'brand' to the formulation of clear substance abuse prevention messages for the public. 2. To maximize the effectiveness of substance abuse prevention messages by identifying and adapting successful strategies for other fields, e. g. business. 3. To recognize the importance of communicating clear, consistent, and uniform prevention messages. 4. To assess ways to reinforce positive prevention messages while deterring other messages in the environment. 5. To improve the communication connection between the sender and the receiver of prevention messages by clarifying the substance abuse prevention role and identity of the sender. 6. To equip participants with the ability to identify and use a variety of communication channels to deliver consistent substance abuse prevention messages.
Keywords: Communication, Substance Abuse Prevention
Presenting author's disclosure statement:
Organization/institution whose products or services will be discussed: National Clearinghouse for Alcohol and Drug Information
I have a significant financial interest/arrangement or affiliation with any organization/institution whose products or services are being discussed in this session.
Relationship: Employment