Effectiveness Of Media in Prevention

By Rebecca Barasa

Media is a tool that is mostly known for its informative role but aside from that, it has other roles to play. One such role is its ability to influence attitudes and behavior thereby shaping perceptions. This means that the media is a resourceful tool for delivering effective messages. In substance use prevention, it can be even more resourceful. Though we can’t entirely rely on media for prevention, its effectiveness comes in handy when used alongside other prevention methods.

It’s through digital media that people can easily access vast amounts of information and knowledge on drugs. Prevention messages contained in scientific research, journals, articles, newspapers, podcasts and other forms of communication go a long way in aiding the fight against alcohol and drug abuse. This is because these messages have the potential to reach a lot of people. These platforms also offer interactivity, engagement, real-time updates and data analytics which are crucial in measuring the success of a certain prevention campaign.

Additionally, social media pages and accounts have become a reliable platform through which prevention of drug use can generate targeted audience engagement. Different social media platforms have different users and by leveraging platforms frequented by specific user demographics, prevention efforts can effectively reach and engage with the intended audience, maximizing impact. But it does not stop at just using specific platforms that specific users utilize to share prevention messages. These users consume content in different ways. For example, Gen Zs are quick to pick up social media challenges on these platforms and by similarly framing prevention messages, they are likely to resonate with the message.

Many civil society organizations engage people in online programs, sharing information about the health risks of drugs and other substances. By conducting prevention seminars and workshops online, more people can be guided away from drugs. An example of such an organization is the ‘Moms United to End War on Drugs Campaigns’. The organization mainly targets youth in colleges and universities and enlightens them on the risks of substance use discouraging youth experimentation and providing further information on associated risks.

Lastly, Media content available on the internet includes stories of individuals who have recovered from addiction and now serve as prevention influencers. This aims to persuade and support those struggling with substance use disorders by sharing personal experiences and providing guidance on recovery. By showcasing successful recovery journeys, these campaigns help reduce stigma and encourage others to seek help and support for the prevention and treatment of substance use disorders.

In summary, prevention is a shared responsibility that should be addressed in multilateral settings where the media should be included considering its powerful ability to reach mass audiences. However, the media is an effective prevention tool only if other prevention measures are put in place to reinforce media messages and content.