2008 Red Ribbon Week Media Kit
Red Ribbon week, celebrated October 23-31, encourages individuals, families, and communities to take a stand against abuse of alcohol, tobacco, and illegal drug use. This Media Kit can help you connect with others in your community—and with your local print and broadcast media—to get the word out that together, we can help Iowans lead healthy lives, free from the use of alcohol, tobacco, and illegal drugs.
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PDF version of the Media Kit
Introduction
Origins of Red Ribbon Week
In 1985, the assassination of U.S. Drug Enforcement Agency agent Enrique Camarena enraged many Americans, and young students in his hometown began wearing red ribbons in his memory. The message of the red ribbons was simple: Take a stand against the loss of life and energy to drug abuse. That message and its symbol, the red ribbon, spread rapidly. In 1988, the National Family Partnership took the Red Ribbon celebration nationwide. Since then, Red Ribbon Week has been listed by the U.S. Department of Health and Human Services (HHS) as a National health observance and has been touching millions of children, families, and communities across the Nation.
Do you want to do something to stop the drug epidemic that is threatening our society? Here are some simple ideas that can make a big difference. All they need is YOU!
Get Involved
People across Iowa are expected to participate in National Red Ribbon Week, October 23-31, to show support for healthy, drug-free lifestyles. Red Ribbon Week is a national campaign of anti-drug education and drug abuse awareness. The observance focuses on educating individuals, families, and communities on the destructive effects of drugs and the positive alternative life choices available to our youth and adults.
Zero Tolerance
The red ribbon, a symbol of zero tolerance for illegal drug use and a commitment to drug abuse prevention, is worn or displayed by millions of Americans in an act of unity. Red Ribbon Week involves many small and large gestures of support. For Red Ribbon Week 2008, schools and community groups are organizing a variety of indoor and outdoor activities including pledges, contests, workshops, rallies, theatrical and musical performances, and other family and educational events. The planning and working together aspect is as important as Red Ribbon Week itself because it creates a sense of community and shared values.
A Call to Action—October 23-31, 2008
Red Ribbon Week is an opportunity for you and your organization to take a collective stand against the misuse of alcohol, tobacco, and illegal drugs. It’s time to get media attention for all the good work you do, so hop on the bandwagon and toot your horn with the help of this Media Kit. Consider doing any of the following:
Spread the word: Send an email, insert something in your upcoming mailing, and offer information at community events about Red Ribbon Week 2008.
Tap into valuable community networks: In addition to contacting local small newspapers, give the enclosed drop-in newspaper article to business, civic, and other groups that publish newsletters.
Take advantage of easily obtained publicity: Offer PSAs included in this kit to local radio and television. Get your Red Ribbon Week event included in local community calendars and broadcasted on radio and TV stations.
Wear the red ribbon October 23-31: Ask your members, sponsors, and key contacts to help support Red Ribbon 2008 activities by simply wearing red ribbons and by distributing drug prevention information.
Use an event to attract attention: Organize an event and invite the media to cover it, or fold an existing event into a Red Ribbon Week activity.
Get a media sponsor: Ask a local radio or TV station, or newspaper to sponsor your Red Ribbon Week 2008 event.
Raise Awareness
This event has become a major force for raising public awareness and mobilizing communities to combat substance abuse. This year’s Red Ribbon Week theme is “Ask Me, See Me, Be Me... I’m Drug Free.”
Using This Kit
This Media Kit will help you generate publicity in your community. It contains important resources such as talking points, a fact sheet, a drop-in article, print and radio public service announcements, and a sample pitch letter. It also contains helpful hints for working with media in your community. Feel free to use any or all of these ideas and support materials. Some of these items can be sent directly to the media with little work on your part. Whatever communications activities you choose, this kit is designed to make your job easier.
The information and resources in this kit can help you raise awareness about ways in which people of all ages can celebrate Red Ribbon Week. Research shows that every community—regardless of socioeconomic status—experiences the devastation of drug and alcohol abuse. This Media Kit addresses specific aspects of substance abuse relevant to most communities.
Here are links to the resources in the Kit:
Fact Sheet: The linked fact sheet can help you assist local media in their coverage of substance abuse issues. Use the fact sheet when writing your organization’s newsletter, related reports, and other constituency communications.
Drugs in Iowa: Facts from the latest Iowa Youth Survey
Talking Points: Use these talking points to prepare for either print or broadcast interviews. Consider sharing the talking points with prospective interviewers to provide a framework for your discussion.
Red Ribbon Week and Beyond: Everyone in the Community Can Participate. The messages of Red Ribbon Week can be even more effective if supported all year long. These participation ideas are just a few of the many that can be adapted for the week's events or for year around promotion of healthy choices.
Media Tips: These tips can help you obtain media coverage for your Red Ribbon Week activities.
Working with the Media – Do's and Don'ts
Arrange a Radio or TV Interview: These guidelines and sample questions can help you communicate with media representatives in your community.
Ideas to Generate Media Coverage: These ideas can help you “pitch” your story to both print and broadcast media outlets.
Sample Press Release: This press release can be “dropped in” to any print publication without special permission or citation. Drop it into your organization’s newsletter or write a cover letter from your organization and send it to local newspapers. Feel free to include your organization’s name and contact information in the article.
Radio PSA Announcements: Send these radio PSA scripts, as they are, to local stations or adapt them to reflect your organization’s contact information. Call each station’s public service director in advance to learn his or her guidelines for submitting PSAs. Stations usually have specifications regarding length, and you may need to edit the scripts to fit their needs.
Sample Pitch Letter: This letter can help you explain to media representatives why their audience needs to know about Red Ribbon Week.