Media Package
Welcome to the Reach Out Now National Teach-In Initiative
Underage drinking is a serious public health issue in our country. Your organization, the Substance Abuse and Mental Health Services
Administration (SAMHSA) within the U.S. Department of Health and
Human Services, and State and community leaders across the country
recognize that fact.
The U.S. Surgeon General has issued a call to every American to join in solving the underage drinking problem. Parents and other caregivers, educators, communities, governments—all sectors of society—are challenged to answer the call.1
Your Reach Out Now Teach-In is part of a nationwide effort to get the prevention message out to parents, teachers, and others who influence young children and the decisions they make. It is never too soon to begin educating our children about alcohol use. Age 10 or 11 is not too young to start. A child’s decision not to drink creates health benefits that last a lifetime.
Now that you are coordinating a local Teach-In,
you will want to publicize it. It is time to involve the media
in spreading the Reach Out Now prevention message.
This package contains tools that can help you engage the media’s
support:
Download the Media Package (PDF - 393 KB)
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Prominent Community Leader Letter
Downloadable Logo Images
The information is presented in template format. The sample materials
include blanks in which you can insert local
information. Use the samples as guides as you develop your own
materials. Feel free to either adapt them to include information about
your own particular community, or use them as written.
1 U.S. Department of Health and Human Services. 2007. The Surgeon General’s Call to Action To Prevent and Reduce Underage Drinking (electronic version). Retrieved from www.surgeongeneral.gov/topics/underagedrinking/.
Using
the Information in This Package
Involving the
media, such as local newspapers and radio and television stations,
is an excellent way to share information with large audiences.
An important part of a media organization’s mandate is
to be of public service. Thus, the media should welcome an
opportunity to
address the problem of underage drinking. Your goal in reaching
parents, caregivers, and others through the media should be
to encourage awareness and conversations
in families, schools, and communities about preventing underage
drinking.
Expand or use a previously developed list of media contacts who
cover stories about health, substance abuse, and education. Or put together your own list. Don’t
overlook community newspapers as potential outlets for raising
awareness about your Reach Out Now Teach-In and its prevention message. In addition, local
faith-based organizations and youth-related groups may publish
their own newsletters and be eager to support your Teach-In objectives.
Media are more responsive to requests for space or airtime when they receive information about a local issue and receive it in a ready-to-use format and style. The samples will help you in preparing materials for the media.
NOTE: In working with reporters, remember that they are frequently
on deadline and may not return messages quickly. Be sensitive to
their time constraints. Be patient but persistent. Your Reach
Out Now Teach-In message is important to share with your community.
How To Use Key Points
The Key Points included in this packet provide statistics and
other information that highlight the importance of the Reach
Out Now Teach-In message. When contacting the media to secure
their coverage of your Teach-In, use this information to emphasize
that underage drinking is a public health problem of interest to
the media’s audience. Work these Key Points into the materials
you submit to the media for print or broadcast. Offer these points in
advance to your guest speakers to include in their remarks. The
points also are useful to the spokesperson
from your organization who will be responding to media questions about your Teach-In.
The Key Points include facts about underage alcohol use. For a
greater effect and to bring the message “home,” add
some statistics about underage drinking in your own community.
The unit responsible for alcohol and drug services within your
county’s health department, or a substance abuse prevention
group within your community, should be able to provide this data.
Using local statistics or a local news story about underage drinking
will reinforce the message that fifth- and sixth-grade children
in your community are not too young to learn about the harmful
effects of underage alcohol use and how they can resist pressure
to get involved in alcohol use.
How To Use a Media Advisory
A media advisory alerts the media
to your upcoming Reach Out Now Teach-In, providing just
enough information to encourage reporters to cover the event.
An advisory includes only the highlights of your event in outline
form: who, what, where, when, why, contact information, and interview
opportunities. When selecting a contact person, remember that this
individual must be available to take calls in advance and on the
day of the event. Include a short paragraph giving a minimum of
helpful background information. Lead off your media advisory, as
well as other information you submit to media, with a short, informative
or catchy title to draw attention to your message. The intent is
to get the reporter to cover your Teach-In event.
Send the advisory a week in advance of your Teach-In so reporters
can schedule coverage.
How To Use a Pitch Letter
A personal approach can
make all the difference in getting media coverage for your Teach-In.
A pitch letter is an effective way
to garner media coverage. More informal than a news release and
more substantial than a media advisory, the pitch letter gives
a reporter both a story idea and the information needed to get started.
Your pitch letter should include a brief description of your Reach
Out Now Teach-In and key facts underlining its importance
to your community and to children’s health. Include a contact
name and telephone number to make it easy for the reporter to get
more
information.
Send pitch letters a week in advance of your event. Make a follow-up
call the next day to be sure the reporter received your information
and to encourage coverage.
How To Use a News Release
A news release, one to two pages in length, provides complete
information the media can use to write an article on your event.
The general format includes an introductory
paragraph describing the who, what, when, where, and why of
an event; in other words, all of the essential information. The
next one or two paragraphs contain supporting information. Quotes
by key local leaders or individuals involved in the Teach-In
can make this information more lively and interesting. The final
paragraph generally names the sponsoring organizations. When
issuing your news release, use printed letterhead. Mark the
end of each page with “more” and the end of each
release with “-30-” or “###.”
News releases are delivered to the media the day of your Reach
Out Now Teach-In.
How To Use a Letter to the Editor or an Op-Ed Piece
Consider submitting a letter to the editor or an op-ed piece
(an opinion editorial article) to increase public awareness about
the dangers of underage drinking and to engage broader participation
in your Reach Out Now Teach-In. Whenever possible,
get a prominent community leader to sign the piece. Not only
will
this signature make it more likely that the piece will be used, it also will
give greater “weight” to the message. Offer to provide
a draft of the letter or op-ed to encourage the leader’s involvement.
A letter to the editor, most often, is written in prompt response to published articles. You might, for example, write a letter to the editor in response to an article written about your Teach-In. Such a letter is an excellent opportunity to emphasize key points about alcohol use and the need for parents and other adults to talk with young children about alcohol. You also can write a letter to the editor about the harmful effects of underage drinking in response to any other articles related to the subject. For example, April is Alcohol Awareness Month. Any article related to this national observance can easily be linked to the Reach Out Now Teach-In message.
An op-ed does not have to be written in response to a previously published story. An op-ed can be used to increase community awareness of the risks associated with underage drinking and to generate support for your Teach-In. Impress upon readers the seriousness of underage drinking by including several key points in your text. Describe why underage drinking is harmful, make reference to a recent local incident related to underage drinking (if possible), and explain how parents and others can help children avoid alcohol use. Include the author’s name and title at the end of the piece. An e-mail address for contacting the author for additional information is optional.
How To Use a Proclamation
A proclamation is an official designation of an event, such as your Reach Out Now Teach-In event. It includes several key facts, beginning with the word “Whereas,” to support the designation.
A proclamation is an effective tool for gaining public recognition
of your Teach-In event because it carries the full support of a
key government official in your State or community. Governors,
county executives, mayors, State legislatures, municipalities,
counties, cities, or towns can issue proclamations. Contact a member
of the appropriate communications office to identify the steps
you need to take to get a Reach Out Now Teach-In Week proclamation
issued.
Be sure to publicize your proclamation. If the signing takes place at a news conference, distribute printed copies to reporters. Have the proclamation photo-enlarged to poster size for display at the news conference and, afterward, in a prominent public place. Send copies of your Reach Out Now Teach-In Week proclamation to local newspapers. As with any media piece, demonstrate its importance to the media’s audience by including local statistics. If the Governor of your State will be issuing the Reach Out Now Teach-In Week proclamation, use State-level information. Information about alcohol and drug use and treatment at the State level is available from SAMHSA’s Office of Applied Studies at http://www.oas.samhsa.gov/states.htm.
Key Points
In the United States, alcohol is the drug of choice among youth under the age of 21, used more than tobacco or illicit drugs. Even though adolescent use of alcohol has declined during the decade, in the United States, more than 10 million youth aged 12 to 20 are underage drinkers.
Alcohol use constitutes one of the principal public health issues for this population. Approximately 5,000 persons under 21 years of age lose their lives each year as a result of underage drinking. Early initiation of alcohol use is associated with increased risk of subsequent alcohol use disorders and increased risk of involvement in violent behaviors, suicide attempts, and other problematic activities.
The facts presented here are stated in general terms. Provided below is a list of the key Federal sources for accessing the latest data.
Access
- Adolescents generally obtain alcohol from adults who sell it to them, purchase it on their behalf, or allow them to attend or give parties where alcohol is served.
- About 3 out of 10 underage youth who drink in any given month pay for the drink.
Adolescent Development
- Underage drinking can cause alterations in the structure and function of the developing brain. New research indicates that the developing adolescent brain may be particularly susceptible to long-term consequences from alcohol use.
- Some studies find that adolescents who drink heavily may experience adverse effects that disrupt normal growth and affect liver, bone, and endocrine development.
Age at First Use
- Youth who report drinking before the age of 15 are more likely than those who begin drinking later in life to have other substance abuse problems during adolescence and to be involved in car crashes, unintentional injuries, and physical fights after drinking, both during adolescence and in adulthood.
- Approximately 10 percent of 9- to 10-year-olds have started drinking. Nearly one-third of youth begin drinking before age 13.
- By age 15, approximately 50 percent of boys and girls have had a whole drink of alcohol. By age 21, approximately 90 percent have done so.
Binge and Heavy Drinking
- One in five 12- to 20-year-olds engages in binge alcohol use, meaning five or more drinks of alcohol on at least one occasion in the past month.
- A smaller proportion, about 6 percent, of persons aged 12 to 20 drink heavily, defined as 5 or more days of binge alcohol use in the past month.
Location
- The majority of underage alcohol users report drinking in their home or someone else’s.
Motor Vehicles
- In any given month, about 3 out of 10 ninth to twelfth grade students report riding with a driver who had been drinking alcohol.
- About 1 in 10 drives when drinking alcohol.
Risky Behaviors
- Underage alcohol use is associated with academic failure, illicit drug use, tobacco use, and a range of physical consequences—from hangovers to deaths from alcohol poisoning.
- Youth aged 12 to 17 who report heavy alcohol use in any given month are the most likely to participate in delinquent behavior.
Sources of Current Statistics
The latest survey data may show changes in the general trends identified above. The most current information is available from the sites listed below. In addition to national data, the first two sites provide State and local information.
The Substance Abuse and Mental Health Services Administration’s Office of Applied Studies provides the latest data on alcohol use, including findings from the annual National Survey on Drug Use and Health. (http://www.oas.samhsa.gov)
The Youth Risk Behavior Surveillance System monitors priority health-risk behaviors and the rates of obesity and asthma among youth and young adults. The system includes a national school-based survey conducted by the Centers for Disease Control and Prevention and surveys sponsored by State, Territorial, Tribal, and local education and health agencies and governments. (http://www.cdc.gov/HealthyYouth/yrbs/index.htm)
Monitoring the Future measures drug, alcohol, and cigarette use and related attitudes among 8th, 10th, and 12th grade students nationwide. The National Institute on Drug Abuse sponsors this annual survey. (http://www.drugabuse.gov/DrugPages/MTF.html)
Sample Media Advisory |
Reach Out Now National Teach-In |
Name of Your Organization |
| For Immediate Release |
Contact: [your organization] |
| [month/day/year] |
[spokesperson] |
| |
_________________ (day) |
| |
_________________ (evening) |
| |
_________________ (e-mail) |
| _________________ School Fifth Graders [or Sixth
Graders] To Get Sobering Lesson in Alcohol Use |
____________________ School in _______________
[your community] will be holding a Reach Out Now Teach-In ________ [month/day/year] to educate fifth-grade [or sixth-grade] students, parents, and caregivers about the harmful effects of underage drinking.
________________ [Teach-In leader/guest spokesperson] will lead the discussion about why and how young people
can avoid alcohol use. ______________________ [your organization], in collaboration with the Substance Abuse and Mental Health Services Administration within the U.S. Department of Health and Human
Services, is sponsoring the event. In the United States, more than 10 million youth aged 12 to 20
have used alcohol illegally. ______________________ [local statistics or a one-sentence story to reinforce importance to the community.] |
| What: |
Reach Out Now Teach-In |
| When: |
[month/day/year], at ______ a.m./p.m. |
| Where: |
__________________________ School
__________________________[address]
__________________________
|
| Who: |
__________________________ [Teach-In leader/guest spokesperson]
________________________ [title/position]
After the program, ____________________[guest spokesperson],
Principal ______________________, and _________________________
[your organization’s representative] will be available
for interviews
|
|
Sample Pitch Letter
[name of editor]
[title]
[name of news organization]
[address]
Dear ____________________ [name]:
In the United States, more than 10 million youth aged 12 to 20 are underage drinkers. ______________________ [local statistics or a one-sentence story to reinforce importance to the community.]
Fifth grade [or sixth grade] is not too soon to begin talking
with children and youth about illegal alcohol use. On _____ [month/day/year] at ___ a.m./p.m., ________________________ [your organization]
and ________________ [guest spokesperson] will be sponsoring a Reach Out Now Teach-In for fifth-grade [or sixth-grade] students
at ______________________ School in _________________ [your community].
The Reach Out Now National Teach-In is a nationwide effort sponsored by the
Substance Abuse and Mental Health Services Administration within the U.S. Department of Health and Human Services, to make fifth and
sixth graders, parents, caregivers, and other adults more aware
of the harmful effects of underage drinking.
Please attend our Reach Out Now Teach-In. Children in our community need to know how to reject
underage alcohol use and how potentially damaging underage drinking
is to their health today and tomorrow.
Spokespeople will be available for interviews, either before or
immediately after the event. I would be pleased to put you in touch
with them.
Sincerely,
[your name]
[your title]
[your telephone number]
[your e-mail address]
|
| For Immediate Release |
Contact: [your organization] |
| [month/day/year] |
[spokesperson] |
| |
_________________ (day)
______________ (evening)
_______________ (e-mail)
|
| ___________________ School Fifth [or Sixth] Graders
Get Sobering Lesson in Alcohol Use |
| __________________________ [your community; date].
Fifth [or sixth] graders at _____________________ School
in ___________________ [your community] learned about the dangers
of underage alcohol use when _______________________ [Teach-In leader/guest spokesperson ] visited their school to participate
in a Reach Out Now Teach-In. The Reach Out Now National Teach-In
is a nationwide program sponsored by the Substance Abuse
and Mental Health Services Administration (SAMHSA) within the U.S.
Department of Health and Human Services, to help prevent
underage drinking.
“Most fifth (or sixth) graders in our community are
not using alcohol, but it is a decision many face,” said
_____________________ [guest or your organization’s
spokesperson]. “In the United States, more than 10 million youth aged 12 to 20 are underage drinkers. Far too many children are beginning to
drink at a dangerously early age. This Reach Out Now Teach-In
is an important step in helping our kids get a clear and
consistent message at home and at school that underage drinking
is dangerous, illegal, and unacceptable.”
__________________________[local statistics or story to reinforce the message; e.g., number of underage drinkers involved in traffic crashes or other community events such as observance of Alcohol Awareness Month in April.]
SAMHSA reports that families exert a great deal of influence on whether a child uses alcohol. What parents may not realize is that children say their parents’ disapproval of underage drinking is the key reason they have chosen not to drink. SAMHSA also reports
that children and teens are less likely to abuse alcohol
if parents are involved in their children’s lives,
make and enforce clear rules, and are positive role models.
______________________________ [your organization], in collaboration
with SAMHSA, led the Teach-In.
### |
Sample
Op-Ed
Children and Alcohol: A Sobering Thought
Most fifth- and sixth-grade children in our community are not using alcohol, but it is a decision many face. How wisely they choose is up to us. In the United States, more than 10 million youth aged 12 to 20 are underage drinkers. ______________________ [local statistics or a one-sentence story to reinforce importance to the community.] By the time they reach the eighth grade, 41 percent of adolescents have had at least one drink, and nearly 20 percent report having been drunk. Children and teens in ________________________ [your community] need to know how to reject underage alcohol use and how potentially damaging underage drinking is to their health today and tomorrow. _____________________ [your organization] and ____________________ [guest spokesperson] have joined with the Substance Abuse and Mental Health Services Administration (SAMHSA), within the U.S. Department of Health and Human Services, to raise public awareness about the dangers of underage drinking. As part of a nationwide effort, we will be holding a Reach Out Now Teach-In event for fifth [or sixth]-grade students at _______________ School on ______ [month/day/year]. _____________________ [guest spokesperson] will lead the discussion about why young people should reject underage drinking and how they can resist peer pressure to use alcohol.
The discussion about the harmful effects of underage drinking cannot stop at the school door. Talk with your child about alcohol. A clear and consistent message at school and at home that underage alcohol use is dangerous and unacceptable will reinforce a child’s ability to make healthy decisions. For more information about the subject, log onto www.toosmarttostart.samhsa.gov/teachin or call SAMHSA’s Health Information Network at 1–877–SAMHSA–7.
The benefits from talking to your child about underage drinking can last a lifetime and make a lifetime last.
___________________ [author] is __________________ [title/organization]. For further information, contact the author at _______________ [e-mail address].
Sample Proclamation
Office of the [Governor, Mayor, or County Executive],
[State, city, or county] of [State, city, or county]
PROCLAMATION
WHEREAS, there are more than 10 million underage drinkers between 12 and 20 years of age; and
WHEREAS, alcohol use among children and adolescents starts early and increases rapidly with age; and
WHEREAS, approximately 10 percent of 9- to 10-year-olds have started drinking, and nearly one-third of youth begin drinking before age 13; and
WHEREAS, underage alcohol use is more likely to kill young people than all illegal drugs combined [local information]; and
WHEREAS, [local statistics]; and
WHEREAS, family factors, such as parent–child relationships, discipline methods, communication, monitoring and supervision, and parental involvement, exert a significant influence on youth alcohol use; and
WHEREAS, children, with the care and support from family, friends, health professionals, teachers, clergy, and others, can avoid the negative effects of alcohol and drugs; and
WHEREAS, the Substance Abuse and Mental Health Services Administration within the U.S. Department of Health and Human Services, and [your organization’s name] invite all residents of [your city, county, or State] to participate in the Reach Out Now Teach-In;
NOW, THEREFORE, I, [official’s full name], [Governor, Mayor, or County Executive] of [jurisdiction], do hereby proclaim __________ [month/day/year] as
REACH OUT NOW TEACH-IN WEEK
in [jurisdiction] and encourage parents, caregivers, and all residents
of [State, city, or county] to prevent underage alcohol use by
teaching children about the harmful effects of underage alcohol
use and how they can resist pressure to get involved in the use
of alcohol.
IN TESTIMONY WHEREOF, I have hereunto set my hand and caused to
be affixed the Great Seal of the [State, city, or county] of [State,
city, or county], this [__th] day of [month, year].
SEAL
____________________________
[Governor, Mayor, or County Executive]
____________________________
Secretary of State
NOTES
Flyers
These are draft templates of flyers to send home with children participating in the Teach-In.
Fifth-grade flyer (PDF 709KB) (MS Word 1.26 MB)
Sixth-grade flyer (PDF 711KB) MS Word version 1.36 MB)
To view MS Word download the free viewer.