Virtual Recovery Month Kit

Sample Media Advisory

(Name of your organization) to Hold Forum on Drug and Alcohol Treatment Services

In recognition of the 14th annual observance of National Alcohol and Drug Addiction Recovery Month (Recovery Month), [name of your official] will announce that the [name of your organization] will hold a Forum to discuss the shortage of drug and alcohol treatment services in [name of your community]. In making the announcement, [name of official] said that it is currently estimated that nationwide 76 percent of people in need of treatment for a problem with illicit drugs did not seek or receive treatment. Consequently, this Forum will look at how the national reality impacts [name of your community].

A primary area of focus for the discussion will address the need for coordinated mental health and substance abuse treatment services in the community. Coordinated services for men, women, and youth who are addicted to drugs and/or alcohol and who also have a co-occurring mental disorder or co-existing physical illness are crucial to the individual’s well-being and the health of the community-at-large. The Forum is especially timely in light of the fact that this year’s national theme is “Join the Voices for Recovery:  Celebrating Health.”

The Forum will feature speakers from the recovery community, health and wellness providers, local public officials and civic leaders, and employers (whoever is in attendance).

Participants:	[add the name of your local official]
	[add the name of a representative from your organization]
	[add the names of leaders in recovery who are participating]
Date:	[day and month]
Time:	[time of the event]
Place:	[address of where the event will be held]
Contact:	[name of the person from your organization who will field phone inquiries]
Phone number:	[contact person’s phone number]

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Tips on Writing and Placing a Media Advisory

A media advisory is a simple way to inform local media outlets about an upcoming press conference or briefing. This document provides print, broadcast, and Internet reporters with the information they need to plan and cover your activity. Below are some suggestions for successfully distributing your advisory.

Place it on the “daybooks” and in “week-ahead” columns. Call newswire services in your city or state, such as the Associated Press or United Press International, and ask them to place the advisory on their daybooks—a daily listing of all activities that the media are invited to attend—the week before, the day before, and the day of the event. Ask for the name of the daybook editor and the fax number. Also try to place the advisory in the “week-ahead” columns or calendar listings of local newspapers and business publications that feature upcoming activities.

Create a media list. Send the advisory to local media outlets in your community one week before your event. To do so, you should develop a current media list—a fundamental tool of public relations. Your list of media outlets must be accurate and up-to-date to effectively reach reporters with your story. This list can also be used when distributing your press release. Here are some tips to get you started:

Follow up. After you email or fax the media advisory, contact reporters by phone to determine their interest in attending or covering the event. Sometimes the personal touch can make a difference in generating media interest.

You are encouraged to share your plans and activities for Recovery Month 2003 with SAMHSA’s Center for Substance Abuse Treatment, your colleagues, and the general public by posting them on the official Recovery Month web site at http://www.recoverymonth.gov.

We would like to know about your efforts during Recovery Month. Please complete the Customer Satisfaction Form enclosed in the kit. Directions are included on the form.

Please send any of your organization’s Recovery Month promotional samples to:
Office of the Director, Consumer Affairs, Center for Substance Abuse Treatment, SAMHSA, 5600 Fishers Lane, Rockwall Building II, Rockville, MD 20857.

For any additional Recovery Month materials visit our web site at
http://www.recoverymonth.gov or call 1-800-729-6686.

Sample Press Release

(Name of your organization) Recognizes National Alcohol and Drug Addiction Recovery Month and Calls for Increased Drug and Alcohol Treatment Services

(City and state where your organization is located; date you want press release published) (Name and title of your organization) recognized September as National Alcohol and Drug Addiction Recovery Month (Recovery Month) and called for more treatment services and better coordination of existing services. It urged the community to support efforts to make substance abuse treatment available to all those in need. Nationally, it is estimated that 76 percent of those in need of treatment for a problem with illicit drugs did not seek or receive treatment. Among those most in need of effective, coordinated services are men, women, and youth who are addicted to drugs and/or alcohol and may also have a co-occurring mental disorder or co-existing physical illness. Millions of people are in need of treatment for both substance abuse and mental disorders, but too often they are undiagnosed, misdiagnosed, or slip through the cracks entirely, such as those in our nation’s homeless population. Half of the people living in our streets have co-occurring mental and substance abuse disorders.

Not only do people with co-occurring substance abuse and mental disorders need to be diagnosed, but both disorders must be treated because failure to do so almost assures an exacerbation of health problems. As the U.S. Substance Abuse and Mental Health Services Administration’s Report to Congress on the Prevention and Treatment of Co-occurring Substance Abuse Disorders and Mental Disorders points out: “If one of the co-occurring disorders goes untreated, both usually get worse and additional complications often arise. The combination of disorders can result in poor response to traditional treatments, and increases the risk for other serious medical problems (e.g., HIV, hepatitis B and C, and cardiac and pulmonary diseases).”

“Drug and alcohol abuse and addiction have devastating health and societal consequences. Substance abuse is the root cause of a myriad of health problems—it causes tens of thousands of deaths each year, and untreated addiction takes an enormous economic toll—an estimated $294 billion annually,” said (name of spokesperson, title, and organization). “But it can be successfully treated. For this reason, the Recovery Month 2003 theme, ‘Join the Voices for Recovery:  Celebrating Health,’ is especially appropriate. Recovery Month is the right time to highlight the benefits of substance abuse treatment and encourage individuals with drug and alcohol problems to begin their journey of recovery,” said (name of spokesperson).

During September, communities nationwide join together to help people recognize that substance abuse or addiction to drugs and alcohol is a treatable disease, and that treatment is as effective as it is for other chronic medical conditions, such as diabetes and high blood pressure. However, in the case of co-occurring mental disorders or co-existing physical illnesses, it is important that the substance abuse and mental and physical conditions be treated simultaneously in a coordinated manner. During Recovery Month, special efforts will be made by the (your organization) to reach out to the health care provider and payer community to encourage their support for effective, available treatment for all those in need.

Recovery Month also celebrates the successes of individuals who are in recovery and acknowledges men and women in the treatment field who dedicate their lives to helping those with addictions.

Locally, several public awareness activities will take place throughout the month of September: (Give examples such as those listed below.)

	A Community Forum will take place on (date/time). At the Forum, many drug/alcohol and treatment-related topics will be discussed, and solutions to associated problems will be presented and addressed.
	Information addressing the effectiveness of treatment and instructing individuals how to get involved in ensuring those in need have access in their community will be distributed to educators, faith leaders, local employers, and others in the community.
	Fund-raising events will be held to raise money to support existing substance abuse treatment programs and services, or to create new ones.

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Helpful Hints for Writing a Press Release

Many news stories are triggered by a timely, well-written press release. While small newspapers may run the release word-for-word or with minor changes, most media use it as background information. Following are some tips to help you write your own release.

	Always have a good reason for developing a release. To be useful, a release must be newsworthy. For example, you might issue a release if your organization: – Announces the results of a poll, survey, or study on alcohol and drug abuse and addiction – Launches a new public education program – Begins a new type of service or makes significant changes to existing services – Hires a new director or high-level staff person – Receives a grant or donation – Wants to publicize the local impact of a national news event – Forms a special task force – Conducts seminars or workshops featuring a local or national celebrity speaker – Honors an individual or organization – Plans local activities to tie into a well-known day, week, or month – Plans an event to issue a Recovery Month proclamation
	Stick to the format. Releases should be typed on your organization’s letterhead. At the top of the page, include the name and phone number of a contact for more information. The release should begin with the name of your city and the date. If the release is longer than one page, type “more” at the bottom of each page except the last. Signify the end of the release by typing “###” or “30” centered after the last sentence.
	Keep it short. A release should be no more than two pages, double-spaced; it should contain short sentences and paragraphs.
	Give the most important details first. Begin with a headline that summarizes the release. The first paragraph should answer the five basic questions—who, what, where, when, and why.
	Be careful with language. Avoid using slang or technical terms. If necessary, explain terms.
	Check for accuracy. Be sure to verify all spelling, statistics, names, and titles.
	Write factually. Opinions should be expressed in direct quotes only. When quoting an individual, get consent before publishing.
	Seek placement. Distribute your release via email or fax to local print, broadcast, and Internet reporters in your community. An explanation of how to develop a media distribution list is provided with the sample media advisory. Follow up to encourage them to write or air a story. Try to schedule an interview with an official of your organization. Collect samples of any resulting coverage to document your outreach efforts.

You are encouraged to share your plans and activities for Recovery Month 2003 with SAMHSA’s Center for Substance Abuse Treatment, your colleagues, and the general public by posting them on the official Recovery Month web site at http://www.recoverymonth.gov.

We would like to know about your outreach efforts and community success stories during Recovery Month. Please complete the Customer Satisfaction Form enclosed in the kit. Directions are included on the form.

Please send any of your organization’s Recovery Month promotional samples to:
Office of the Director, Consumer Affairs, Center for Substance Abuse Treatment, SAMHSA, 5600 Fishers Lane, Rockwall Building II, Rockville, MD 20857.

For any additional Recovery Month materials visit our web site at
http://www.recoverymonth.gov or call 1-800-729-6686.

Addressing the Needs of the Troubled in Uncertain Times

We live in troubled times, a period of global uncertainty. We live in a nation transformed. While as a nation we are resilient and optimistic, it is understandable that many Americans feel anxious and unsure about a world that is increasingly unpredictable.

Our nation has a long history that tells us that, in times of stress and anxiety, drug and alcohol abuse may increase—often dramatically. Nowhere is this more true than among men, women, and youth who are addicted to drugs and/or alcohol and who also have a co-occurring mental disorder. In such cases, trauma can trigger an increase in substance abuse and stress-related episodes of a psychiatric problem. It is no small problem. Today, millions of people are in need of treatment for both conditions, but too few receive it.

Unfortunately, as a nation we are ill-equipped to meet the needs of men and women with co-occurring substance abuse and mental disorders. In fact, we are unprepared to provide treatment for most people with substance abuse disorders. In 2001, 76 percent of people in need of treatment for a problem with illicit drugs did not seek or receive treatment. The problem is magnified among those with co-occurring disorders. Too often they are undiagnosed, misdiagnosed, or, like the homeless population, slip through the cracks entirely. Half the people living in our streets have co-occurring mental and substance abuse disorders. Their symptoms are often active and untreated, making it extremely difficult for them to meet their basic needs for food, shelter, and safety.

Because failure to diagnose substance abuse disorders is commonplace, it should come as no surprise that physicians might fail to detect it in a person presenting symptoms of a mental disorder. The problem of failure to diagnose substance abuse was vividly illustrated by a study of primary care physicians and patients with substance abuse. The study showed that 45 percent of patients said their primary care physician was unaware of their substance abuse. Studies show that physicians miss or misdiagnose substance abuse for a variety of reasons, ranging from lack of adequate training in medical school, to skepticism about treatment effectiveness, to discomfort about discussing substance abuse with patients.

Even among those with co-occurring disorders who are properly diagnosed, treatment is often fragmented. In many locations there are two separate systems of treatment, one for those with substance abuse disorders and a different system for those with mental disorders. Yet, good medicine—and common sense—tell us that treatment is most effective when the needs of the whole person are addressed. The substance abuser whose mental disorder is untreated is at high risk for continued problems associated with both conditions. Similarly, a man or woman who is treated for a mental disorder, but whose drinking or drug use is unchecked, is unlikely to make much progress in his or her recovery. In fact, failure to treat both disorders may result in an exacerbation of health problems.

The U.S. Substance Abuse and Mental Health Services Administration’s Report to Congress on the Prevention and Treatment of Co-occurring Substance Abuse Disorders and Mental Disorders underscores this point: “If one of the co-occurring disorders goes untreated, both usually get worse and additional complications arise. The combination of disorders can result in poor response to traditional treatments, and increases the risk for other serious medical problems.” Therefore, the mental health, substance abuse, and physical health systems need to communicate with each other and work together for the good of the individual who has co-occurring disorders.

September marks the 14th annual observance of National Alcohol and Drug Addiction Recovery Month (Recovery Month). The theme for 2003 is “Join the Voices for Recovery:  Celebrating Health.” It is a fitting time to dedicate ourselves to encouraging alcohol and drug addiction treatment for all those in need, including the millions of Americans who have co-occurring disorders. And make no mistake: treatment is effective, and recovery is possible. A study reported in the Journal of the American Medical Association compared treatment for drug dependence, including alcohol, with type 2 diabetes mellitus, hypertension, and asthma. The study concluded that medical adherence and relapse rates are similar across these illnesses. Drug dependence generally has been treated as if it were an acute illness. Review results suggest that long-term care strategies of medication management and continued monitoring produce lasting benefits. Drug dependence should be insured, treated, and evaluated just like other chronic illnesses.

Whether you are involved with the health care system or are simply a person who is concerned about this issue, we ask you to Join the Voices for Recovery. This is one problem we can do something about. By supporting treatment for those in need, we can help men, women, and youth in our own communities to find their way to recovery—and join the millions of others in recovery who are leading full, rich, productive, and rewarding lives.

Writing and Placing an Op-Ed

Newspapers generally publish a page of opinion columns and letters opposite the editorial page; hence the term opposite editorial, or “op-ed.” The op-ed pages are the arena in which ideas and issues are debated, a good place to raise awareness of an issue. During National Alcohol and Drug Addiction Recovery Month (Recovery Month) you have an excellent opportunity to address important issues related to substance abuse treatment programs. Writing an op-ed places you in the role of a columnist expressing your views while presenting the facts.

Whether you use the sample provided or write your own, here are some tips for writing and placing an op-ed:

	Make an outline. It will help you stay focused and act as a reminder to cover key points.
	Stick with one subject per submission.
	Express an opinion and be clear and well-stated from the beginning.
	Do not assume your readers are aware of the issue or your viewpoint. Give them enough background information to help them follow your logic.
	Support your position with statistics or study results, but do not bury them in numbers.
	Use appropriate anecdotes; reference a recent news event or story.
	Contact one or more of the listed Recovery Month planning partners for a relevant quote.
	Localize your story whenever possible.
	Be clear and firm in your approach, but not fanatical.
	Keep your op-ed to 800 words or less. More is not better.

You can reach a publication with your op-ed three ways: phone, mail, or email. Whichever way you choose, get the process started about a month before the kickoff of Recovery Month. Begin by calling the paper to find out the name of the appropriate party to contact. At this point, you may learn that the policy of the paper is to send a written copy (or fax) of the op-ed to the editorial page editor. A letter that explains who you are and provides some background information about Recovery Month and the topic should accompany the op-ed. It should briefly but clearly state the issue and why your thoughts on the subject are important. Give your article a week or so to arrive and then call the publication to be sure the op-ed was received and to answer any questions.

Regardless of how you choose to approach a publication, be sure to include an “authorship line” at the end of the piece. This information should include your full name and a brief description of who you are and what you do that makes you an expert on the subject. It should also include your daytime telephone number.

You are encouraged to share your plans and activities for Recovery Month 2003 with SAMHSA’s Center for Substance Abuse Treatment, your colleagues, and the general public by posting them on the official Recovery Month web site at http://www.recoverymonth.gov.

We would like to know about your outreach efforts and community success stories during Recovery Month. Please complete the Customer Satisfaction Form enclosed in the kit. Directions are included on the form.

Please send any of your organization’s Recovery Month promotional samples to:
Office of the Director, Consumer Affairs, Center for Substance Abuse Treatment, SAMHSA, 5600 Fishers Lane, Rockwall Building II, Rockville, MD 20857. For any additional Recovery Month materials visit our web site at http://www.recoverymonth.gov or call 1-800-729-6686.

Sample Proclamation 1

In the past 20 years medical science has made great strides in learning about substance use and the nature of addiction. Addiction is a chronic illness that involves brain chemistry. Treatment for addiction is as effective as treatments for other chronic medical conditions, such as diabetes and high blood pressure.

Substance use and addiction result in huge societal and economic costs. It was recently estimated that the cost of untreated addiction in the United States is $294 billion a year. Despite this staggering statistic, 76 percent of people in need of treatment for a problem with illicit drugs did not seek or receive treatment. To further compound the problem, about half of those with a lifetime substance abuse disorder also experience a lifetime history of at least one mental disorder. Roughly half of those with one or more lifetime mental disorders also have a lifetime history of at least one substance abuse disorder. In addition, many men, women, and youth who are addicted suffer from a wide range of co-existing physical illnesses, such as cardiovascular disease, hypertension, diabetes, hepatitis C, and AIDS, among others.

It is imperative that people with co-occurring disorders are properly diagnosed and treated. As the U.S. Substance Abuse and Mental Health Services Administration’s Report to Congress on the Prevention and Treatment of Co-occurring Substance Abuse Disorders and Mental Disorders points out:  “If one of the co-occurring disorders goes untreated, both usually get worse and additional complications often arise. The combination of disorders can result in poor response to traditional treatments and increases the risk for other serious medical problems (e.g., HIV, hepatitis B and C, cardiac and pulmonary diseases), suicide, criminalization, unemployment, homelessness, and separation from families and communities.”

Untreated mental, physical, and substance abuse disorders result in excess costs associated with inpatient and emergency room care, the criminal justice system, homelessness, joblessness, welfare, and child welfare.

Clearly, the toll substance abuse takes on family, friends, and community is immeasurable. But recovery is possible. Every day in every part of the United States, men, women, and youth are entering treatment and beginning the road to recovery and families are seeking hope and recovery in support programs and counseling. In [your city or state here], we are [talk about specific drug and alcohol treatment programs or initiatives taking place in your community].

National Alcohol and Drug Addiction Recovery Month celebrates the tremendous strides taken by individuals who have undergone successful treatment, families in recovery, and those in the treatment field who have dedicated their lives to helping people recover. This year’s theme, “Join the Voices for Recovery:  Celebrating Health,” invites all segments of society to join the recovery community in improving the quality of treatment programs and coordinated services in an effort to eradicate the disease of addiction.

The U.S. Department of Health and Human Services, Substance Abuse and Mental Health Services Administration’s Center for Substance Abuse Treatment; the Office of National Drug Control Policy; and [the name of a treatment organization in your community here] invite all residents of [your city or state] to participate in National Alcohol and Drug Addiction Recovery Month.

NOW, THEREFORE I, [name and title of your elected official here], do hereby proclaim the month of September 2003 as

National Alcohol and Drug Addiction Recovery Month

in [name of your city or state here] and encourage all residents to promote the benefits of drug and alcohol addiction treatment and recovery and to support community treatment programs.

Sample Proclamation 2

WHEREAS, on behalf of the citizens of [your city or state here], I am pleased to join the [name of a participating substance abuse treatment organization] in celebrating September 2003 as National Alcohol and Drug Addiction Recovery Month in [your city or state here]; and

WHEREAS, acknowledging September 2003 offers those involved in substance abuse treatment an opportunity to educate the public, community organizations, public officials, and civic leaders about the effectiveness of treatment, both societal and financial; and

WHEREAS, substance abuse and co-occurring mental disorders and co-existing physical illnesses are major public health problems that affect millions of Americans of all ages, races, and ethnic backgrounds and in all communities, and have huge medical, societal, and economic costs; and

WHEREAS, people with co-occurring substance abuse and mental disorders can and do recover, and people with co-occurring substance abuse and mental disorders deserve access to the services they need to recover; and

WHEREAS, thousands of health care providers have dedicated their lives to the recovery process and to the education of the public about alcoholism, drug dependence, co-occurring disorders, and treatment issues; and

WHEREAS, the U.S. Department of Health and Human Services, Substance Abuse and Mental Health Services Administration’s Center for Substance Abuse Treatment; the Office of National Drug Control Policy; and [the name of a treatment organization in your community here] invite all residents of [your city or state] to participate in National Alcohol and Drug Addiction Recovery Month;

NOW, THEREFORE, I, [name and title of your elected official here], do hereby proclaim the month of September 2003 as

National Alcohol and Drug Addiction Recovery Month

in [name of your city or state here] and encourage all citizens to support this year’s theme, “Join the Voices for Recovery:  Celebrating Health” by supporting men, women, and youth who are in drug and alcohol addiction treatment and recovery, and their families.

Proclamations

Proclamations are an effective tool for drawing public attention to a given event, activity, or celebration. Having a top official sign a proclamation designating September National Alcohol and Drug Addiction Recovery Month (Recovery Month) is a good way to gain government support and recognition for your Recovery Month campaign. Publicize the proclamation to maximize exposure and optimize its use as a public information tool.

Proclamations can be issued by governors, state legislatures, municipalities, counties, cities, or towns. All you have to do is write a letter or contact a member of the respective government entity’s communications office to identify the appropriate mechanism to follow for the issuance of a Recovery Month proclamation.

Once you secure the proclamation, there are many ways to publicize it. If the signing takes place at a news conference, distribute copies to reporters. You can also have the proclamation photo- enlarged to poster size for display at the news conference. Afterward, display this “visual prop” (and additional copies) in the lobby of public places, including government buildings. It is a good idea to add a copy to your web site and link to the official Recovery Month web site, http://www.recoverymonth.gov. Also, send copies of the proclamation to local newspapers.

Traditional proclamations begin with a series of “Whereas” clauses followed by a “Therefore.” “Whereas” means “because,” “inasmuch as,” or “since.” The “Whereas” clauses justify the final “Therefore,” which is the actual proclamation. They set the stage, state the problem, and suggest action to remedy the problem. The “Therefore” is the actual declaration and request for specific support.

Two sample proclamations are provided. The first is more contemporary, leaving out the “Whereas’s.” The second proclamation includes them and restructures the topic sentences of some paragraphs. Modify these sample proclamations by inserting information about the problem in your community.

You are encouraged to share your plans and activities for Recovery Month 2003 with SAMHSA’s Center for Substance Abuse Treatment, your colleagues, and the general public by posting them on the official Recovery Month web site at http://www.recoverymonth.gov.

We would like to know about your outreach efforts and community success stories during Recovery Month. Please complete the Customer Satisfaction Form enclosed in the kit. Directions are included on the form.

Please send any of your organization’s Recovery Month promotional samples to:
Office of the Director, Consumer Affairs, Center for Substance Abuse Treatment, SAMHSA, 5600 Fishers Lane, Rockwall Building II, Rockville, MD 20857.

For any additional Recovery Month materials visit our web site at http://www.recoverymonth.gov or call 1-800-729-6686.

Contents

Media Outreach Materials | Targeted Outreach Materials | Recovery Month Partners | Resources

Promotional Event Ideas

Whether this is your first National Alcohol and Drug Addiction Recovery Month (Recovery Month), or your 14th observance, the special events and activities that start in September are an important contribution to raising awareness of the issues surrounding substance abuse addiction and recovery throughout the year. With the help of individuals and organizations like yours, Recovery Month becomes more and more successful with each passing year.

This year’s theme is “Join the Voices for Recovery:  Celebrating Health.” It encourages everyone to break the silence and stigma of addiction by celebrating the stories of those in recovery. It also calls attention to those individuals who have confronted co-occurring mental disorders and co-existing physical and cognitive disabilities, and as a result are leading healthy and productive lives. Individuals in recovery are a true testament to the positive impact of treatment.

Please consider using the ideas listed below as your starting point for events and activities throughout the year.

Plan Community Forums, Media Events, and Other Activities

Engage the media to help inform your community about the importance of addiction treatment and the powerful message of recovery. Begin Recovery Month by holding a press conference or community forum with the mayor, governor, community leaders, or noted citizens in recovery from your area. Use the press conference as the platform to have the governor, mayor, or other elected official issue a proclamation (sample proclamations are located in this kit) in celebration of this year’s theme. If possible, have people in recovery speak or take questions. Also use this opportunity to recognize a community leader who has worked on behalf of these issues and provide that person with a certificate of recognition.

What Is a Community Forum?

A community forum consists of a panel of community leaders brought together to discuss a specific issue—in this case, substance abuse and treatment. The panel could include public officials and civic leaders, local treatment providers, employers, health professionals, educators, the media, community leaders, members of the faith community, and individuals in recovery.

When planning this type of event, select an experienced moderator. The moderator’s role is to keep the event moving, on time, and on topic. Moderators also set the agenda, perform introductions, and facilitate the forum.

Forums can be aired on local television, radio, or cable stations. They can also be broadcast on the Internet. To enhance public interest in your forum, consider organizing it around a widely publicized event. Another option is to hold a legislative forum that has the support of a member of Congress or state legislator. While either could attract media attention, the latter strives to achieve support for policies and funding as well.

What Is a Press Event?

A press event is usually related to a specific activity, such as the opening of a new treatment center, release of a new study, issuance of a civic proclamation, or an event, such as a run/walk. Invite an individual in recovery to say a few words, introduce the event, take part in a ribbon-cutting ceremony, or start the race.

At the conclusion of any press event or community forum, invite members of the media to raise questions and interview participants. You should provide press kits to members of the media. Press kits should include a press release, speaker biographies, and fact sheets about the issue and your organization. Make sure to include the name and phone number of a contact person from your organization to answer any additional questions. Finally, make sure to send thank-you notes to all attendees following the event.

When Planning Events Consider Some Key Points:

	Select a specific topic for the Forum or press conference.
	Avoid competing with other organizations’ Recovery Month activities by checking times and dates with your colleagues. When possible, coordinate your activities with those of your colleagues.
	To increase media attention, select a location of interest, such as a park, public building (public grounds require special permits), or treatment center.
	Select a Forum moderator.
	Compile and contact a list of participants and speakers. Provide speakers with an agenda and time limit for their remarks. Keep the remarks brief.
	Coordinate with local media to cover the event.
	Send out a press release and media advisory (samples are located in this kit) in advance of the event.
	Follow up with calls to the media to encourage coverage.

When planning events, remember that things rarely go as planned. Your ability to plan for contingencies is critical to the success of your event. Some additional things to keep in mind:

	Outdoor events can be weather-dependent. Have a back-up venue or a rain date.
	If your guest list expands, make sure you have adequate seating for all participants.
	Speakers can be delayed, get sick, or have last-minute conflicts. Have a back-up speaker or revised agenda.
	Check all audiovisual equipment to make sure it is in proper working order.
	Arrange for speakers and participants to arrive early. If the media will be present, discuss talking points with speakers to ensure they remain on the event topic.

Other Activities:

Sponsor a Health Fair – Coordinate with other organizations and sponsor a health fair. Have booths for local treatment centers to offer information and speak to their neighbors. Offer treatment materials for those who might be in need. Invite local civic and appointed officials and community leaders to speak on substance abuse topics. Make sure that there are activities for children as well.

Exhibit Booths – Set up an exhibit booth at a local hospital, health fair, or wellness event to disseminate information about effective treatment options and related subjects.

Recovery Saturday or Sunday – Coordinate with faith leaders for a Recovery Saturday or Sunday, a time when religious leaders set aside their normal sermons/homilies to discuss the importance of sobriety and pray for others to find the path to recovery.

Partner with Businesses and Other Volunteer Organizations – Work with local businesses and volunteer and civic organizations to get the word out that substance abuse is a treatable disease. Place advertisements about an upcoming event in your organization’s newsletter, church bulletin, or in the windows of local stores and restaurants.

Athletic Activities – Get involved in local sports at the high school or college level. Work with the schools and coaches to educate students on the dangers of steroids and other performance-enhancing drugs. Coordinate a recovery walk/run or marathon, basketball or tennis tournament, or similar event. Hosting activities of this nature will provide a positive outlet for all members of the community, bringing them together to celebrate Recovery Month.

High School Assembly Tour – Coordinate with the principals of local high schools to host an assembly discussing substance and alcohol abuse, its warning signs, and the importance of treatment and recovery for the health of individuals, family, friends, and the community. Consider inviting a youth in recovery to share his or her personal story at the assembly.

Articles – Write a short article that discusses both the long- and short-term benefits of addiction treatment. Include information that drives individuals to a web site or a telephone number for more information or help in locating a treatment center. Don’t overlook local magazines and weekly newspapers as a source for placement of your article.

Media Partnership – Approach the producer of a local television station to partner in promoting Recovery Month. Ask the station to list community treatment centers on its web site and create a hot-link to your organization’s web site.

Radio Outreach – Coordinate with a local radio personality and/or university radio stations to promote your Recovery Month event and to mention key messages on the air. Radio is a powerful tool for your outreach because most stations appeal to a certain demographic. Take advantage of this by marketing your event to an appropriate and specific audience, such as college or modern rock stations for a college health fair or sports stations for an athletic event.

Banners – Display banners promoting September as Recovery Month in your community’s most visible areas and outdoor venues. Ask local businesses to support the effort by displaying materials in their locations.

Public Service Announcements – Use the enclosed live-read public service announcements to promote drug and alcohol treatment on your local radio stations.

Finally, make sure that for all planned activities you have materials available with information and phone numbers to contact regarding treatment.

You are encouraged to share your plans and activities for Recovery Month 2003 with SAMHSA’s Center for Substance Abuse Treatment, your colleagues, and the general public by posting them on the official Recovery Month web site at http://www.recoverymonth.gov.

We would like to know about your outreach efforts and community success stories during Recovery Month. Please complete the Customer Satisfaction Form enclosed in the kit. Directions are included on the form.

Please send any of your organization’s Recovery Month promotional samples to:  
Office of the Director, Consumer Affairs, Center for Substance Abuse Treatment, SAMHSA, 5600 Fishers Lane, Rockwall Building II, Rockville, MD 20857.

For any additional Recovery Month materials visit our web site at
http://www.recoverymonth.gov or call 1-800-729-6686.

Live-Read Radio Scripts

Live-Reads About Recovery Month

:30

To someone struggling with drugs or alcohol, your voice can make a difference. This September, join the Voices for Recovery and celebrate health during National Alcohol and Drug Addiction Recovery Month. Families, friends, and treatment providers in your community are helping people recover. You can, too. For treatment information, call 1-800-662-H-E-L-P. A public service of this station and the U.S. Department of Health and Human Services.

:15

Celebrate health during National Alcohol and Drug Addiction Recovery Month.
Call 1-800-662-H-E-L-P. A service of this station and the U.S. Department of Health and Human Services.

Live-Reads About Co-occurring Disorder

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Do you know someone who’s using drugs or alcohol to deal with anxiety, depression, or another mental disorder? Help them by joining the Voices for Recovery—families, friends, and treatment providers in your community who are celebrating health, and making recovery happen. For treatment information, call 1-800-662-H-E-L-P. A public service of this station and the U.S. Department of Health and Human Services.

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If someone you know uses drugs or alcohol to deal with a mental disorder, call 1-800-662 H-E-L-P. A public service of this station and U.S. Department of Health and Human Services.

About These Announcements

Radio is a wonderful medium to promote the fact that September is National Alcohol and Drug Addiction Recovery Month (Recovery Month) and to provide the public with a toll-free number that can be used to find out more about treatment services. Remember, a radio public service announcement (PSA) qualifies for free airtime only if it is used to promote a nonprofit organization or public service. Stations will often accept pre-written scripts from organizations seeking to convey a public service message that benefits members of the community. The station can read these scripts over the air.

Two 30-second and two 15-second radio PSA scripts have been provided for your use. The scripts give the HHS/SAMHSA Center for Substance Abuse Treatment’s toll-free national Helpline, 1-800-662-HELP, as a resource. If your state, county, or community has its own toll-free hotline number, we encourage you to use it in place of the national number. Please inform those operating the hotline that you will be using their number in the scripts.

Call your local radio station to find out the name and correct address of the public affairs director. If there is no one at the station with that exact title, ask for the name and title of the person in charge of PSAs. Explain that you are working as part of the national effort to promote Recovery Month and to secure the support of radio stations in promoting treatment and informing listeners in your area where they can go for help.

Once you have spoken with your contact, you should either fax or mail copies of the PSA scripts for their consideration. When you retype the scripts to send them out, do not forget to list your contact name, organization, and phone number. Make sure to include a cover letter summarizing the main points you discussed, and state your appreciation for the airtime these important messages will receive.