Building Capacity Project
Advocacy Training Manual
Session 7

Creating the message and working with the media

Main elements of a media campaign
Legal aspects
Minimum price

Aim
To create messages, tailored messages and how to reframe messages.
To understand working with the media and write a press release, and consider website development

Objectives
By the end of the session, trainees will be able to:

• Based on a quiz, describe the main harms that alcohol can do to Europe
• Know how to write the main message of an advocacy campaign
• Know how to reframe a message in line with the needs of the advocacy campaign
• Understand what is meant by media advocacy
• Write a press release
• Be aware of some elements of effective web design

Bibliography:
- Opinion of Advocate General Kokott delivered on 22 October 2009 (Case France, Austria and Ireland; Minimum prices – Tobacco products – Directive 957597EC – Health Protection)

- Model-based appraisal of alcohol minimum pricing and off-licensed trade discount bans in Scotland, University of Sheffield, September 2009

- Ludbrook A.; Minimum pricing of alcohol – An economic perspective, Report commissioned by Scottish Health Action on Alcohol Problems, November 2008