Getting messages on the air: findings from the 1982 Alcohol Abuse Prevention Campaign.

A necessary step in an effective public education campaign is obtaining sufficient broadcast time to reach substantial numbers of a target audience. By this criterion, the 1982 Alcohol Abuse Prevention Campaign was very successful. Between February and December 1982, 17,409 alcohol-related public service announcements (PSAs) were broadcast in 75 major media markets around the country. Campaign messages reached target audiences with sufficient frequency to have had likely effects on attitudes and behavior. Key elements in the success of the effort were producing high quality broadcast materials, providing technical assistance to aid state and local groups in the message dissemination process, and providing for state and local control over the timing and release of materials.