Environmental Strategies for Prevention
A Guide To Helping the Prevention Professional Work Effectively in the Community

Module 2: Types of Environmental Approaches - Page 21 of 26

Community Trials Intervention To Reduce High-Risk Drinking

For example, the Community Trials Intervention To Reduce High-Risk Drinking, a SAMHSA Model Program designed to reduce alcohol-involved injuries and death, was evaluated in three experimental communities in Northern and Southern California and in South Carolina. The Community Trials model uses media advocacy to build support for program goals and to reinforce other ongoing environmental strategies in the program. In the original intervention communities, program staff used media advocacy to publicize information garnered from routine monitoring of alcohol-involved trauma and drinking patterns and other sources.

Throughout the life of the project, key stakeholders in the community, such as police chiefs, teachers, and other community members, held press conferences to release newsworthy findings on the issue to build support for policies and other environmental changes that would reduce access to alcohol. The media strategy involved keeping the news angle "fresh" by shifting the focus every few months. For example, one month there were stories on the passive sensor flashlights used to enforce drunk driving laws. Another month, coverage focused on the multi-jurisdictional "sweeps" being conducted to enforce underage drinking. ref

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