NACADA and KBC have signed a three-year Memorandum of Understanding (MoU) for effective and informed media advocacy campaigns against alcohol and substance abuse in Kenya. This marks a crucial commitment in support of NACADA's strategic priorities in ensuring healthy lives and promoting well-being for all.

Under the principle of ‘Government Delivering as One’, this Memorandum arose from a changed policy framework within government where agencies, departments and state corporations with complementary roles were urged to work together to deliver timely quality services to wananchi. 

As the national broadcaster, the Kenya Broadcasting Corporation is a strategic partner in media advocacy on drug and substance abuse, prevention, rehabilitation, and aftercare because it has a special responsibility to Kenyans of providing empowering information on various social issues in society. Its media infrastructure encompasses three TV stations and thirteen vernacular radios; hence any campaign through its platforms would ensure all corners of the country are covered. 

Joint programs and initiatives are planned between the two organizations on prevention & management and public education & awareness of alcohol and substance abuse through:

• Capacity building of select journalists on alcohol and drug abuse reporting;
• Prevention and management of alcohol, drug and substance use at the workplace; 

The implementation of this MoU will provide an opportunity to influence positive behavior change through media-based advocacy campaigns as well as enhance public participation in alcohol and drug abuse-related issues.