Information About the Drug Abuse Prevention Center

Key Points on the Production of Prevention and Education Material and an Effective Awareness Campaign

Methods for the Effective Use of Publicity Materials

1) Adjustment of Information

2) Dissemination of Campaign Messages by Repeating Them Under a Unified Image

3) Effective Use of Cost Reduction Methods

4) Effective Use of Image Characters (for such as pocket-sized tissue paper, manuals, and publicity publications)

5) Effective Use of Audio-Visual Materials for Community Activities

6) Communication Facilitators for Requesting Permission to Post posters

7) Effective Use of the Caravan Car


1) Adjustment of Information

 We live in a society that is said to have an excessive reliance on information. Countless bits of information are being exchanged these days. To more effectively use publicity materials, it is important to adjust the style in which the information is conveyed and to make effective use of the selected information on a timely basis. When it comes to topic of drug abuse, mass media information, such as TV programs, radio programs, and newspaper articles, has a large impact on the general public.

 At present, only the negative elements of the drug abuse problem, the visible cases and crimes and so on, are exposed. As a result most people's attitudes are to avoid drug abuse prevention campaigns and remain aloof from them.

 For example, stories about the arrest of former pro baseball pitcher (Enatsu) for illegal stimulant possession and the mass suicide of junior high school students at the end of the year due to solvent abuse were carried by all the Japanese mass media for days and seem to have been very effective in making the drug abuse problem topical throughout the whole population. However, these were, in the end, only two pieces of information and concentrated on an exceptional aspect of the drug problem, so they did not recognize the deeper nature of the problem. The instructional activities of anti-drug abuse campaigns tend rather to expose the negative aspects, but there are also stories of happiness being salvaged from disaster, and it is important to use these golden opportunities to make even a slight appeal to the public. At the same time, the buildup of communication can allow comparatively steady maintenance of the issue in the public eyes as well as the necessary communication of importance of drug abuse prevention. In addition, the dissemination of accurate can be put into practice simply and without resistance in all kind of places and occasions.


2) Dissemination of Campaign Messages by Repeating Them Under a Unified Image

 Research has reported that it is only during the 15-second commercial period that little children react to TV programs. This because the message of sponsors is condensed in 15-seconds, and, at the same time, identical commercials are repeated over and over again.

 Similarly, it is necessary for drug abuse prevention activities to maintain a unified image nationwide and to stress that image repeatedly. From this point of view, it is effective to utilize our Center's campaign slogan, "No, Absolutely No!", as a synonym for these activities and as a way to increase the public penetration rate. It is vital to build the campaign's momentum and keep it moving forward.


3) Effective Use of Cost Reduction Methods

 Our Center produces education and prevention materials in order to promote drug abuse control activities. If communities, prefectural governments, and other organizations prepare such materials by themselves, great costs arise from the duplication of effort. Therefore, we recommend to organizations that they place their names on the materials we produce, so as to keep the cost of production expanses at a minimum, with an additional marginal cost for the name entry. We believe that the good use of our Center benefits such organizations in terms of cost saving and effectiveness of their activities.

 Trends in each region are also connected to the evaluation of the campaign's direction.


4) Effective Use of Image Characters (for such as pocket-sized tissue paper, manuals, and publicity publications)

 It is advisable to use the image characters of the Center for day-to-day activities of different organizations. In other words, if the pictures of the campaign characters of the Center are used for the covers of pocket-sized tissue paper, pamphlets, manuals, and publicity publications, passersby, who otherwise do not receive such handouts on the street, may willingly accept these materials. This approach applies to other publicity materials as well.


5) Effective Use of Audio-Visual Materials for Community Activities

 The Center produces 16 mm films and video tapes. Each of the productions lasts for about 20 minutes and is designed to be used during breaks at rallies and lecture meeting and at the beginning of the lectures. The video tapes can be routinely shown in meeting rooms and lobbied without setting a specific show time.

 In this information age, the dissemination of images through television is completely networked, and all kinds of information are spreading one-sidedly. In this situation, the limit of dialogue with a screen in educational activities on film would seem to be 15 or 20 minutes. The most effective use of films meeting this time-limit is to follow them with a brief talk by a teacher or lecturer. We are preparing educational videos from this standpoint.


6) Communication Facilitators for Requesting Permission to Post posters

 When you request an individual or organization to give you the permission to post posters, you can use the stars (characters) on the posters as communication facilitators to help break the ice (such as mentioning that star now appears in so and so program) before you shift to the topic of drug abuse problems.

 At the same time each promoter will endeavor to hang at least five posters in his neighborhood (shops, town notice boards etc.) and will be a means to periodically grasp the situation in the area.


7) Effective Use of the Caravan Car

 In the meantime, it is normal for educational activities to be one-way, to end with the provision of informational materials. As an answer to this, this Center has been touring the capital region with a Caravan Car to work with junior high school students. The work of this Caravan Car produces the following results. This promotion of more effective action can be expected from a fresh reaction to anti-drug abuse campaign and from generating points of action. The Caravan Car can encourage communication and handle situations directly on site, providing more effective preventive measures. beginning next year, the Caravan Car will participate enthusiastically in the Ministry of Education's drug education environment-building events and then in regional health events. It is coming into its own as a functional base on the front line on anti-drug abuse action. In the past, the drug problem was characterized by the criminality of drug abuse, so, in general, the occasions where it could be discussed were limited, and, as a result, the issue was far removed from any constructive, healthy image. The arrival of the Caravan car breaks through the shall of people's subconscious ideas, producing a bright, healthy image which can be discussed in the living room. This certainly a major step forward in the development of a citizen's movement.