Developed by CSAP's Northeast Center for the
Application of Prevention Technologies © 2002 Education Development Center,
Inc. All rights reserved.
Narrator:
As communities around the country are learning, the key to effective
prevention is to use multiple strategies in multiple settings for achieving
one common goal. One important strategy is Communication. By developing
the feature series, The Deadliest Drug, the Portland Press Herald demonstrated
the power of this strategy.
| Communication:
The Deadliest Drug |
Barbara
Walsh, Reporter Portland Press Herald:
The Deadliest Drug, Maine’s Addiction to Alcohol, was an eight
day series that described the human and financial cost of alcohol abuse
in Maine, and that appeared in the Portland Press Herald for eight days,
and it was a series that had everyone in the state talking about what
we need to do about alcohol abuse in Maine.
Kurt
Hazlet, Managing Editor, Portland Press Herald/Maine Sunday Telegram:
Regardless of what it was, whether it was a crime story, very often,
most often, there was a root in alcohol. Traffic accidents, the vast
majority of those seemed to be alcohol-based. Health issues, everything
seemed to revolve around the issue of drinking, yet this was nothing
that was ever articulated. There were several stories that came out.
Such absolutely chilling stories that they couldn’t help but connect
with readers and that was pretty much the point of what we were doing.
There was a story that looked at a rather poor family that was devastated
when the husband and father was killed in an accident by a drunk driver.
This story was especially compelling because the man’s son survived
him and was really just devastated by the loss of his father and there
was a really memorable photograph of the son sitting next to a wooden
cross. The family was so poor, especially after his death, that they
weren’t able to buy a headstone, and it was just an utterly grim
photograph, that accurately portrayed a pretty grim reality, which is
that families are really ripped apart by this sort of thing. As the
week went on, we got a lot of reaction, almost all of it positive, as
people began to read these stories and to get a sense of just the enormous
impact that this social problem was having. We had people who called
to say that the series had actually changed their lives. This is demonstrated
to some degree by the numbers. There’s a rehab program here in
town at one of the hospitals that reported a substantial rise in requests
for treatment after the series ran.
Barbara
Walsh:
As a journalist, you can hope that you go into this business because
you want to be a watchdog, you want to take a look at the community
and hold a mirror up and say, hey guess what, there’s some problems
here, and let those citizens look at it and say, "Well, should
we do something?" And you hope that when you do write these projects,
that people will care and they’ll say, "Hey, we’ve got
to do something."
Kurt
Hazlet:
I think the biggest impact that the series had was to serve as a catalyst
for a lot of people who are already working in this field. Suddenly
they had something that provided real data about the problem and the
scope of the problem, not only that, it was readable, it was a teaching
tool, and within a few weeks, it became clear that this series in a
reprinted form, was going to be valuable for a lot of organizations
that work against substance abuse.
Barbara
Walsh:
I mean we had 20,000 reprints made of this series, and most of those
are gone, schools called, churches, citizens and 2,000 citizens came
forward to meet over the course of a year, to discuss solutions and
they came up with a book called, "The Voices of Hope."
| 20,000
Reprints Distributed
to:
Schools
Churches
Citizens Groups |
Narrator:
Communications efforts like the Portland Press Herald series can raise
community awareness about an issue—and they can also provide materials
for groups to use as tools for discussions and action planning.
Kurt
Hazlet:
The newspaper worked with a number of organizations to, to get involved
with helping the community; I use that in the broadest sense, to deal
with the problem.
| Discussion
groups formed by grassroots organizations |
One way
we did that was through round tables, which were formed largely by the
organizations themselves, with some logistical support from us. But
it was their game and they took the effort that we did a step further.
In other words, they used what we published as the teaching tool, they
went out and tried to organize grassroots support throughout Maine,
in towns and cities to deal with the problem, and the way you deal with
a problem like that is that you have discussion.
Elizabeth
Weaver, citizen:
And that would create a kind of process where people could not just
look at the issue, but look at ways to maybe how they personally could
have an impact on the issue, because that’s what would keep it
kind of a grassroots, I think more practical kind of level.
Seminars
and discussions in middle schools and
high schools |
My contribution
to that was to take it into the school. First, we kind of gave them
an overview, talked about what they thought about alcohol, what were
some of their impressions about it. Then the second session, we kind
of brainstormed what were some solutions to that that they saw and what
the kids said, so eloquently, is, hey, its about all of us, its about
adults too. And if you want to have an impact on this, you have to first
look at what you’re doing, to set an example.
John
Cranshaw, student:
They have a lot of good information about how big a problem it really
is. Going in, I read them in a health class, basically, and it was really
helpful because, you know, sitting there with all these other you know,
kids my age, we’re all there thinking, Oh we know all this alcohol
stuff, we’ve heard it all before, but sat down with the paper,
and really started to read it and there was a lot of new stuff in there.
Elizabeth
Weaver:
The youth that have been involved with some of those study circles that,
would I say that they never go to a party again? No. I think that’s
probably naïve to say that, but I think there’s another forum for
thinking about it, and there’s another way of thinking about this
behavior and what some of the risks are that begin to set up a process
for how you make those decisions and what some of the ramifications
are. And I think that’s what we can hope for as a community.
Kurt
Hazlet:
A great deal of discussion took place in the months after the publication,
and that really had the impact the purpose of focusing a lot of people
on a problem that they never really thought they could solve, and they
still haven’t solved it. But what it did was, it allowed
people to see in their own lives, what around them needed to be fixed.
It was a real example of people coming together in a united fashion,
first just to talk about a problem, second, to come up with solutions
for it, and that process is still going. I think the best way for an
organization to get attention from a newspaper is to provide the newspaper
with what it needs to see that there is a story.
| It
takes more than words… Provide facts! |
Don’t
try to persuade them necessarily with just words. Provide facts.
Barbara
Walsh:
But its finding the right person, sometimes journalists are very busy
with whatever, breaking news, and its finding that right person at the
paper that’s going to listen to you, and hopefully understand that
this is an important story, and they’ll take it from there.
| Identify
the right reporter |
I think
as a journalist, we don’t like things pushed down our throat, someone
says you have to do this, but if you explain that this is a problem,
and this is something that the community needs to know about, then hopefully,
that reporter will say you’re right and tackle it.
Kurt
Hazlet:
When I say you shouldn’t just try to persuade people with words,
words can be cheap; they can also be very eloquent. But words themselves
don’t necessarily carry enough weight to persuade a news editor
to drop what he or she is doing and to take up another story. What really
works is the fact. The fact that you know that there is a problem, you
can quantify the problem, and that you can persuade that editor that
by pursuing those few facts and perhaps making a story out of them,
you will have a substantial piece of journalism that will have an impact
on the community.
The
transcript of the video Communications is taken from interviews conducted
in 1999. The video series was developed as part of our training and
technical assistance to the Northeast Region.
Executive
Producer: Michael J. Rosati
Produced
by Beacon Communications
Special
thanks to the Portland Press Herald, Portland, Maine.
The contents
of this program are solely the responsibility of its authors and do
not necessarily represent the official views of the U.S. Department
of Health and Human Services, Substance Abuse and Mental Health Services
Administration, Center for Substance Abuse Prevention.
Funding
for this program was provided by the U.S. Department of Health and Human
Services, Substance Abuse and Mental Health Services Administration,
Center for Substance Abuse Prevention, Cooperative Agreement No. 5U1JSP08133-03-1.
