About Recovery Month

2001 Final Report

Table of Contents

OVERVIEW Held annually in September, National Alcohol and Drug Addiction Recovery Month (Recovery Month) is sponsored by the U.S. Department of Health and Human Services’ Substance Abuse and Mental Health Services Administration’s (SAMHSA) Center for Substance Abuse Treatment (CSAT). The month-long observance unites public and private sector partner organizations nationwide in an effort to highlight the societal benefits, importance, and effectiveness of drug and alcohol treatment as a public health service. Recovery Month also celebrates people in recovery and those who serve them. Each year, Recovery Month provides a platform for thousands of treatment programs and individuals around the country to celebrate their successes and share them with their neighbors, friends, and colleagues in an effort to educate the public about the effectiveness of treatment, how it works, for whom, and why. In addition, the observance aims to reduce the stigma associated with treatment of substance abuse. In support of these efforts, CSAT and more than 70 public and private sector partner organizations develop and distribute a Recovery Month communications toolkit to various national and local organizations; Federal, state, and local government agencies and officials; grantees; professional treatment associations; and public and private treatment organizations. This user-friendly, comprehensive package of materials is designed to assist the recipient with localized efforts to promote treatment effectiveness to the media, key constituency groups, and special audiences, and through its theme, encourage communities to invest in and expand addiction treatment services. CSAT hosts a Recovery Month interactive web site where materials can be downloaded or ordered, news is distributed, and events are posted by locality. During Recovery Month, various events are held across the country. These activities are numerous and vary according to the resources and effort put forth by the national and local sponsors. For example, CSAT hosts a national kick-off media event in Washington, DC, as well as live web chats and web casts concerning Recovery Month and treatment issues. Activities taking place at the local level may include Community Forums at which experts and legislators host dialogues about local addiction treatment issues; health and information fairs sponsored by concerned community organizations; and other creative events, such as walks and runs. Many communities also focus their efforts on the placement of special news features about individuals in recovery and the promotion of radio and television coverage about addiction treatment-related issues. To complement the local media efforts, CSAT produces a national public service announcement (PSA) campaign that highlights the effectiveness of treatment and encourages individuals with substance abuse problems and/or their loved ones to call CSAT’s 24-hour, toll-free National Helpline, 1-800-662-HELP. Recovery Month is the national opportunity the field has to educate the public about the enormity of the public health problem of substance abuse and the benefits of treatment and recovery. According to the 2000 National Household Survey on Drug Abuse: 57 percent of people with a severe drug problem­about 2.9 million people in need of treatment did not receive it. Approximately 14.8 million Americans were current illicit drug users in 1999, meaning they used at least once in the past 30 days. 12.4 million Americans age 12 and older in 1999 were heavy drinkers, while 6.8 million underage drinkers (ages 12-20) engaged in binge drinking (five or more drinks on one occasion in the last 30 days), including 2.1 million of them who could be classified as heavy drinkers. 30.2 percent of the American population age 12 and older reported they used some form of tobacco in the past 30 days. An estimated 1.5 million Americans were cocaine users and 200,000 were heroin users. The problems of substance abuse can even be found among our elderly population. Misuse of prescription drugs is reportedly on the rise among older Americans. Each year, a new theme that highlights an aspect of treatment and recovery is selected for Recovery Month. The following report details the results of the 2001 campaign and the impact it has had on raising the public’s awareness about substance abuse treatment and recovery.

Table of Contents

Table of Contents

Recovery Month 2001: "We Recover Together: Family, Friends, and Community" September 2001 marked the 12th year of the Recovery Month observance and focused on raising the public’s awareness that everyone has a role to play in the treatment and recovery process. The primary theme stressed that substance abuse treatment and recovery involves more than the individual who needs treatment; it also requires the support of family, friends, and community. A secondary theme addressed the issue of stigma which persists because the public fails to understand that addiction is like any other chronic health disease that can be managed. CSAT and its Recovery Month planning partners therefore selected the 2001 theme, We Recover Together: Family, Friends, and Community, to underscore the need for those who interact with individuals in recovery, whether in the home or in the community, to support the substance abuse treatment and recovery process to ensure a healthy future for the whole community. Outreach Materials and Initiatives CSAT and its planning partners developed a user-friendly, comprehensive Recovery Month toolkit; a two-color 30" x 40" commemorative Recovery Month poster; a consumer brochure; an 8.5" x 11" promotional flyer used in mailings and conference exhibits prior to distribution of the printed kits; and television, radio, and print public service announcements as well as an interactive web presence at www.samhsa.gov. Recovery Month Kit and Poster The centerpiece of the Recovery Month community outreach effort is the Recovery Month campaign toolkit, distributed to various national and local organizations; Federal, state and local government agencies and officials; grantees; professional treatment associations; and public and private treatment organizations. In response to an ever-increasing demand for the kit, CSAT produced 75,000 kits in 2001, compared to 50,000 in 2000. CSAT also produced 7,500 commemorative posters in 2001, compared to 5,000 in 2000. [See appendices for samples.] The kit serves as a tool for organizations and local government entities to plan events that educate the public that substance abuse is a national health crisis, but addiction is a treatable disease, and recovery is possible. The kit contains a variety of materials that organizations can duplicate directly or tailor the templates provided to create customized materials and programs for their communities. Nine fact sheets target key stakeholder groups and discuss specific steps each can take to make a difference. Other resources include reference listings for web sites, clearinghouses, and State Substance Abuse Directors, as well as community organizations that offer assistance or referrals to local substance abuse treatment services. Media outreach materials in the kit include letterhead; campaign logo sheets; samples of an op-ed article, press release, and media advisory; and 30- and 15-second public service announcement live-read scripts for radio announcers. Suggestions for promotional ideas and sample legislative proclamations are also provided. Distribution List for the Recovery Month 2001 Kits Section/Topic Number of pages Signed Support Letters HHS Secretary Tommy Thompson 1 Acting SAMHSA Administrator, Dr. Joseph H. Autry III and CSAT Director, Dr. H. Westley Clark 1 Web Promotional Flyer 1 Media Outreach Materials Promotional Event Ideas 4 Sample Press Release 3 Sample Media Advisory 2 Sample Op-Ed Articles 2 Radio Public Service Announcements 2 Sample Proclamations 3 Camera-ready Logo Sheet 1 Letterhead 1 Targeted Outreach Materials General Facts about Drug and Alcohol Addiction, Treatment, Recovery and Use 8 Community-based Organizations Serving Children and Families 9 Educators/Schools 8 Employers 7 Faith Community 6 Health Policymakers and Insurers 7 Health Professionals 8 Individuals Working in the Criminal Justice System 7 Organizations Serving Racial, Ethnic, and Cultural Groups 9 Recovery Month Partners Allied Organizations (132 organizations) 9 Planning Partners (56 organizations) 1 Resource Materials Clearinghouses, Web Sites and Additional Resources (167 organizations) 15 Single State Agencies 8 Diversity Resources (36 organizations) 4 Evaluation Form 1 Consumer Brochure CSAT also produced two consumer brochures for use during Recovery Month. The first brochure was a two-sided quick reference card that offers the general public 12 tips on what to look for in a treatment program—A Quick Guide to Finding Effective Alcohol and Drug Addiction Treatment. The second brochure, You Can Help: A Guide for Caring Adults Working with Young People Experiencing Addiction in the Family is aimed at intermediaries who work with young people experiencing addiction in their families. The brochure describes characteristics of these children and what adults can do to help. You Can Help: A Guide for Caring Adults Working with Young People Experiencing Addiction on the Family would not have been possible without the assistance of the White House Office of National Drug Control Policy (ONDCP) and information from the National Association for Children of Alcoholics (NACoA). Both brochures are available free of charge through SAMHSA’s National Clearinghouse for Alcohol and Drug Information (NCADI) at www.health.org or at 1-800-729-6686. CSAT-Sponsored Community Forums/Events CSAT also supported local outreach by sponsoring 16 Community Forums planned in local communities throughout the country. These Forums/events examined key treatment and recovery-related issues in local communities and defined specific objectives and actions steps to broaden support and access to treatment and recovery. Cities that hosted official Community Forums for Recovery Month included: Atlanta, Georgia Baltimore, Maryland Boston, Massachusetts Charlotte, North Carolina Columbus, Ohio Detroit, Michigan Hartford, CT Jacksonville, Florida Los Angeles, California Madison, Wisconsin New Orleans, Louisiana Philadelphia, Pennsylvania Portland, Oregon St. Louis, Missouri St. Paul, Minnesota Washington, D.C. The local events took many different forms and were hosted by various groups: a town meeting hosted by the state substance abuse prevention office; a rally at the state legislature hosted by the Department of Alcohol and Drug Addiction Services; a panel discussion hosted by a community college; a conference organized by a faith-based group; and a guest speaker luncheon hosted by a community-based organization. Each event brought media visibility to local substance abuse treatment priorities. The following are examples of some of the Community Forums and events that took place to celebrate Recovery Month. For a complete list of the Community Forums and events for Recovery Month 2001, please refer to the Community Events appendix. Event Locations and Dates: Name of Organization Addiction Technology Transfer Centers Al-Anon Family Group Headquarters American Council on Alcoholism, Inc. American Bar Association American Medical Association Association of Addiction Medicine Child Welfare League Community Anti-Drug Coalitions of America Community Events/Forum for High Point Congress El Paso Alliance Equals Three Communication® Faith Partners Florida Alcohol and Drug Abuse Association, Inc. Governors Join Together Legal Action Center Massachusetts Organization for Addiction Recovery Mayors Methamphetamine Conference National Association of Addiction Treatment Providers National Asian Pacific American Families Against Substance Abuse National Association for Children of Alcoholics National Leadership Forum National League of Cities National Association of Social Workers National Council on Alcoholism and Drug Dependence National Association for Children of Alcoholics National Mental Health Association National Council on Alcoholism and Drug Dependence - Greater Detroit Area New York State Association of Alcoholism and Substance Abuse Programs Office of the Assistant Secretary of Defense Recovery Community Support Program Recovery Month Planning Partners SSA Directors Step One, Inc. The Media Network The Alliance Project Therapeutic Communities of America Treatment alternatives for Safe Communities U.S. Department of Labor White Bison, Inc. Individual Requests Alcohol Drug Counsel of North Carolina Binding Together Bishop's Council on Alcohol and Other Drugs Building Healthy Communities Capital Area Human Services District Catholic Charities Charleston Center Chautauqua Alcoholism and Substance Abuse Council Chesapeake Substance Abuse Problem Child Welfare League of America City of Brentwood Connecticut Pharmacist Association Dr. Bomtog, Inc. Duke University Easter Seals Family Life Centers Family Services Woodfield Green Mountain Needle Co-op, Act-One Health Complex Higher Ground Iowa Veterans Home Jewish Intake Residential Rehabilitation Facility Johnson Institute Foundation Kentucky Division of Substance Abuse Maranatah Through Christ Mayor's Office, Houston Montsour Medical Center Mountain Side NAIC New Southern Rock Baptist Church Ohlhoff Recovery Program Onsite Pacific Clinics PG County Health Dept. Phoenix House Pima Prevention Partnerships Prevention Resource Center Print Source Catalog, Government Printing Office Solutions Outpatient Service St. Vincent Streets Center Steppin' Out - Powerful Radio Productions, Inc. U.S. Department of Labor Vanguard Foundation West Virginia Prevention Resource Center Women's Recovery Association * Community Forums in which CSAT Director H. Westley Clark participated. Event Dates and Summaries Location Date St. Louis, MO September 5 Columbus, OH* September 5 Portland, OR September 7 Charlotte, NC September 10 Chicago, IL September 14 Madison, WI September 15 Philadelphia, PA* September 16 Hartford, CT September 16 Washington, DC September 17 Baltimore, MD* September 17 Los Angeles, CA September 22 Boston, MA* September 26 Detroit, MI September 27 Atlanta, GA September 28 Minneapolis, MN September 29 Jacksonville, FL September 29 New Orleans, LA September 29 Locally Sponsored Community Events To promote local community events and inspire more communities to participate, community organizers were encouraged to list their events and activities on the official Recovery Month web site. The events-listing page was configured as a map of the United States, so viewers could click directly on a state or select it from a menu of states to easily explore the activities planned around the country. Twenty-eight states and the District of Columbia listed 85 events on the site as of January 29, 2002. Illinois listed the most events with 15. Due to the tragic events of September 11th, many cities and communities, like New York City, cancelled their Recovery Month activities. However, even with these sudden cancellations, the community events that did occur for Recovery Month 2001 far exceeded the attendance for previous years. To generate such a ground-swell of activities and events takes the dedication of many. The results of community planning and outreach for the Recovery Month 2001 celebration were nothing short of phenomenal. The following are just a few of the many highlights: < Star Awards Brunch, sponsored by Pro-Act, Doylestown, Pennsylvania The Pennsylvania Recovery Organization Achieving Community Together (Pro-Act) hosted the STAR Awards brunch at which six individuals who have made significant contributions towards increasing the public awareness of the nature of addiction and influenced public policy to promote recovery were honored. Dr. H. Westley Clark, M.D., J.D., M.P.H., received one of the six awards presented on Sunday, September 16, 2001 at the brunch held at the Wyndham Hotel in Philadelphia. The Pro-Act program receives grant funding from CSAT for its community programs. < Oregon Partnership Press Conference Leaders in the alcohol and drug recovery field, along with the Oregon Partnership held a press conference on September 7 to kick-off Recovery Month 2001. At the press conference, the Oregon Partnership unveiled its new web site that allows access to over 800 information and treatment services throughout the state. Also presented, were new billboard and radio public service announcements to highlight the Partnerhip’s 24-hour, confidential toll-free HelpLine. < Bowery Residential Treatment Program, New York A particularly poignant story of Recovery Month occurred in New York City on September 11. The staff and clients for the Bowery Residential Treatment Program had the opportunity to reach out and help others in crisis. The Bowery Residential Treatment Program is located only a few blocks from the World Trade Center and as the events unfolded these individuals focused on helping those in need, rather than saving their own lives. They extended themselves to help in any way they could the people who were fleeing the debris and turmoil of the collapse of the World Trade Center buildings. For instance, they hosed down individuals so their injuries could be assessed by medical personnel. Their efforts were a true demonstration of a community giving by helping others. Their story reflects the true meaning of a community supporting others in need. Recovery Month Kick-Off The 2001 Recovery Month observance started with three major events held on September 6th. The first was a Recovery Month Breakfast hosted by Tommy G. Thompson, Secretary of the U.S. Department of Health and Human Services (HHS). Key stakeholders were invited from national and local organizations and public and private provider groups to a sit-down breakfast at HHS Headquarters in the Hubert H. Humphrey Building, Washington, DC. The attendees engaged in a 45-minute dialogue with the Secretary on such issues as the treatment payment structure, Medicare coverage, and the coordination of services across disciplines to provide more cohesive substance abuse treatment services nationwide. The breakfast was a unique event for Recovery Month. The offer by the Secretary to host this affair demonstrated unequivocally his personal interest and support of the Recovery Month observance and in improving substance abuse treatment services across the country. The second Recovery Month kick-off event was a press conference on September 6th at the National Press Club, one of the most well-attended conferences for Recovery Month to date. A panel of 10 speakers announced the release of a new study on effective grantee projects that provide residential substance abuse treatment for pregnant and postpartum women and their children. The panelists included: Joseph H. Autry, M.D., Acting Administrator, SAMHSA Edward Jurith, J.D., Acting Director, White House Office of National Drug Control Policy H. Westley Clark, M.D., J.D., M.P.H., Director, CSAT Shay Bilchik, Executive Director, Child Welfare League James M. Herrell, Ph.D., Social Science Analyst, CSAT Kenneth Burgdorf, Ph.D., Project Director, RWC/PPS Cross-site Evaluation Rebecca Taylor, Vice President of Treatment Services, Seabrook House, Seabrook, NJ Ginny Vicini, Executive Director, Chrysalis House Inc., Lexington, KY Vicki Horseman, graduate of Chrysalis House Jackie Hinton, graduate of Seabrook House The study, entitled Benefits of Residential Substance Abuse Treatment for Pregnant and Parenting Women: Highlights from a Study of 50 Center for Substance Abuse Treatment Demonstration Programs, highlights one of CSAT’s most successful program initiatives. The initiative addresses the needs of women with severe and chronic alcohol or drug abuse problems. The key features of the programs are the provision for women-centered targeted addiction treatment and additional service components that allow women and their children to stay together. The study results showed outstanding pregnancy outcomes, sharp drops in alcohol and drug use, and reduced criminal behavior for the participants of these model programs. Six-month follow-up studies showed that these programs are very successful in treating women who averaged more than 15 years of substance abuse and had past histories of unsuccessful treatment. In addition to the study, CSAT released a report on the original 11 projects funded by this initiative, Telling Their Stories: Reflections of the 11 Original Grantees That Piloted Residential Treatment for Women and Children for CSAT. The final kick-off event on September 6th was the Al-Anon Family Groups, Inc. 50th Anniversary Luncheon in the Russell Senate Office Building on Capitol Hill in Washington, DC, from 12 p.m. to 2 p.m. The Honorable Paul Wellstone, Senator, State of Minnesota and The Honorable Jim Ramstad, Representative, State of Minnesota co-hosted and presented at the luncheon. The keynote speaker, Claudia Black, Ph.D., noted therapist and author, discussed her research on families facing alcoholism. In addition to her presentation, special guest, Chaplain John Lundin, a retired Air Force Chaplain and founder of the North American Family Renewal Institute, a leader in the field of recovery of families from alcoholism, also spoke. The luncheon was another Recovery Month first, a prominent display of support by Al-Anon, an international group that embraces recovery yet also promotes anonymity. Al-Anon supported Recovery Month despite different beliefs in discussing substance abuse and addiction. People celebrating the Recovery Month observance believe in openly discussing these issues of abuse and addiction and eliminating the silence and the stigma associated with the disease of addiction and recovery. However, both CSAT and Al-Anon found commonality in the fight against the disease and the need for treatment while honoring each organizations beliefs in anonymity versus outwardsly speaking about addiction and recovery. These three extremely successful events launched numerous federal and local events around the country. Recovery Month 2001 Proclamations: Senators/Congressional Representatives Tribute from the 11th District of Ohio, U.S. Representative Stephanie Tubbs Jones Senator Paul Wellstone (MN) Representative Jim Ramstad (MN) Governors State of Alabama State of Alaska State of Connecticut State of Florida State of Indiana State of Iowa State of Kentucky State of Louisiana State of Maryland State of New Jersey State of New York State of Pennsylvania State of Texas State of Virginia State of West Virginia State of Wisconsin State of Wyoming Mayors: California City of South Gate City of Mountain View City of Escondido City of Anaheim City of Diamond Bar Colorado City of Littleton Florida City of Cape Coral Indiana City of Elkhart Illinois Village of Hoffman Estates (Village President) Village of Palatine City of Chicago Kentucky City of Paducah Louisiana City of New Iberia, St. Mary Parish Missouri County of Jackson for the Combat Commission Ohio City of Upper Arlington City of Willowick Oregon City of Tigard Rhode Island City of Warwick Virginia Arlington County (Chairman) City of Leesburg Co-sponsored CSAT events < The 6th Annual 5K “Run for Recovery” was co-sponsored by CSAT and the Vanguard Group for the third time, and was scheduled to be held on September 16, 2001. It was originally canceled due to the events of September 11th. However, with the help of dozens of local community organizations, the race was successfully rescheduled for October 21st, in Washington, DC. Over 1,000 participants pre-registered for the September 16th event, and over 800 racers finished the race on October 21st, including eight CyberRace TM entrants who ran on certified tracks elsewhere in the country, then reported their time via email to the race officials prior to the start of the official race. This year’s race expanded to include national participation via the Internet. Racers could register to run on local tracks, then submit their times prior to the start of the official race. The best three times won prizes. The race had 10 sponsors and numerous businesses donated prizes and gift certificates. The fastest runners received cash prices from $300 to $25, while the fund-raisers who collected the most contributions also received prizes such as golf shirts, sweatshirts and warmup jackets. All participants received giveaways such as t-shirts, discount coupons to local eateries, and a souvenir bag filled with a water bottle, cup and gift certificates. Various raffles and events held throughout the race gave away other prizes to all in attendance. Proceeds from the race will be used to improve the local addiction and recovery programs locally and nationwide, including helping to complete a new building to house Vanguard Foundation’s Phoenix House treatment center and corporate headquarters. Interactive Web-Based Activities and Information CSAT hosts a Recovery Month interactive web site that makes information about Recovery Month accessible to local communities and the general public either as online or downloadable files. Viewers can view and order materials, distribute news, and post events by locality. This interactive web site can be reached through www.samhsa.gov by clicking on the Recovery Month logo. Web site hits grew over 400 percent from previous years, receiving nearly 761,000 hits from June to October 2001, compared to just over 150,000 hits for 2000 for the same time period. Activity for 2000 was more than double the hits received in 1999 (more than 65,000). An expanded feature of the web site was the addition of 16 interactive web events that substantially increased this outreach effort over the one web chat and teleconference hosted in 2000. This site is available year-round; materials are available from the 1998-2001 observances. Recovery Month 2001 web site hits compared to 2000 and 1999: Location Date Contact Information Event Summary Baltimore, Maryland 9/17 Debbie Green Alcohol and Drug Abuse Administration of MD (410) 402-8592 Baltimore Forum and Open House sponsored by the Alcohol and Drug Abuse Administration of Maryland. The Forum featured CSAT Director H. Wesley Clark and others from the recovery community. Los Angeles, California 9/22 Chris Wade CAADP-AWARE (818) 342-5897 x114 Community Forum, “Breaking Our Silence, We Recover Together: Families, Friends and Community” at Los Angeles Community College. This Forum featured workshops and various speeches on recovery. Boston, Massachusetts 9/26 Maryanne Frangules MOAR (617) 423-6627 Recovery Month kick-off rally at the State House featuring a walk and remarks from Mayor Thomas Menino. Detroit, Michigan 9/27 Benjamin Jones Council on Alcohol and Drug Dependence (313) 341-9891 Speaker’s Panel and Community Forum in celebration of Recovery Month. In addition to the Detroit event, another was held in Lansing, Michigan. Atlanta, Georgia 9/28 David Whiters NCADD (404) 508-5383 “Reducing the Impact” Conference sponsored by the Georgia Council on Substance Abuse and featuring former CNN host Susan Rook. Minneapolis/ St. Paul, Minnesota 9/29 Dan Griffin Recovery Works Walk and Concert held at State Capitol sponsored by Recovery Works and featuring U.S. Senator Paul Wellstone and people recovering from substance abuse. New Orleans, Louisiana 9/29 Patrick Cahn (504) 348-0480 5K Recovery Walk sponsored by the Louisiana Office for Addictive Disorders and featuring food, music and a proclamation reading from the Mayor. Jacksonville, FL 9/29 Gara Monde Gateway Community Services, Inc. (904) 472-4283 Jacksonville Community Rally featuring various types of performances and speeches highlighting recovery. Also presented was a proclamation from the Mayor. Month 2001 Site Hits 2000 Site Hits 1999 Site Hits Prior to June 114,413 -- -- June 127,852 17,507 18,229 July 158,274 37,655 15,401 August 212,043 45,988 16,378 September 176,016 51,235 15,254 October 85,975 27,983 27,490 November 57,167 22,033 10,470 December 55,373 16,238 2,301 Total 987,113 218,639 105,523 Web Chats CSAT developed seven web chats that aired on the first Wednesday of the month at 3:00 p.m. EST or 7:00 p.m. EST, beginning in April and running through September (two web chats were held in September). Questions were taken both in advance of the actual chats through the Recovery Month web site or live during the chat. Audience participation for the four programs where data were captured showed that more than 200 individuals took part in the live web chats. The programs were archived and are now available on the 2001 Recovery Month site www.samhsa.gov by clicking on the Recovery Month logo. Web Chats Chat Theme/Title Date Time 1 Planning and Executing a Successful Recovery Month Event Host: Ivette Torres, MEd., M.S., CSAT April 4 3:00 p.m. 2 Criminal Justice Approaches to Addiction/Treatment Host: Pam Rodriguez, Vice President of Illinois TASC (Treatment alternatives for Safe Communities) May 2 3:00 p.m. 3 Family Approaches to Addiction/Treatment Host: Sis Wenger, Executive Director, National Association for Children of Alcoholics June 6 7:00 p.m. 4 Faith Community Approaches to Addiction/Treatment Host: Reverend Eric Ovid Donaldson, Executive Director, One Church– One Addict July 11 7:00 p.m. 5 Workplace Approaches to Addiction/Treatment Host: Elena Carr, U.S. Department of Labor August 1 3:00 p.m. 6 Community-based Organization Approaches to Addiction/Treatment Host: Reverend Dr. Alpha Estes Brown, Founder, ‘Cause Children Count Coalition, Inc. September 5 7:00 p.m. 7 Social Service Approaches to Addiction/Treatment Host: Steve Hornberger, Director of Behavioral Health Services, Child Welfare League of America September 26 3:00 p.m. Other media messages were disseminated throughout the month of September through news releases and interviews. It is estimated that radio interviews alone reached more than 4.5 million potential listeners. Web Casts CSAT also produced a series of seven web casts in a talk show format with a host and four guests. In addition to the guests, taped footage of past Recovery Month events was shown, all provided by CSAT grantees and various local and national treatment-related organizations. All web casts were aired the third Wednesday of the month at 3:00 p.m. EST, beginning in April and running through September (two web casts were scheduled in September). Viewers had an opportunity to send in topic-related questions, which were addressed during the program, prior to each web cast, via the Recovery Month web site. Archive copies of the web casts were made available on the web site immediately following each aired program. Through December 2001, NCADI logged 11,188 page views for the web casts. These figures indicate the number of times a viewer accessed the page but do not reflect the number of times the supporting graphics/files were viewed. Further web cast distribution was achieved through Cable Access Television, a broad universe of public, educational, and government cable-based broadcasters. This outlet reaches 40 million households. The Recovery Network also picked up the web casts, which reached an additional 12.5 million households. Cast Theme/Title Date Time 1 Overview of CSAT and Recovery Month Host: Ivette Torres, MEd., M.S. Panelist: Dr. H. Westley Clark, M.D., J.D, M.P.H. April 18 3:00 p.m. 2 Treatment 101 Host: Dennis Wholey Panelists: Dr. H. Westley Clark, CSAT Dr. Bernard Arons, Center for Mental Health Services Dr. Frank Vocci, National Institute of Drug Abuse Dr. Larry Siegel, DC Addiction Prevention and Recovery Administration May 16 3:00 p.m. 3 What Families Can Do to Prevent and Intervene with Alcohol and Drug Problems Host: Susan Rook, Former CNN Anchor Panelists: Tim Bradley, Teen Treatment Advocate Dr. Phillip Brewer, Yale Univ. School of Medicine Jeff Jay, Interventionist Dr. Andrew Hamid, Columbia University, School of Social Work June 20 7:00 p.m. 4 Exploring the Connection between Addiction and Other Health and Social Problems Host: Susan Rook, Former CNN Anchor Panelists: Janice Ford Griffin, Join Together Dr. Constance Horgan, Brandeis University Dr. James Callahan, ASAM Elena Carr, U.S. Department of Labor Phillip Brewer, Yale Emergency Medicine July 18 3:00 p.m. 5 Children of Alcohol- and Drug-Addicted Parents: Protecting Our Future Host: Ivette Torres, MEd., M.S., CSAT Panelists: Dr. Donna Mogan, Eagle Wing Enterprises Sis Wenger, NACoA Don Coyhis, White Bison Steve Hornberger, Child Welfare League of America August 15 3:00 p.m. 6 The Science of Addiction and Treatment Host: Dennis Wholey, PBS Host and author Panelists: Dr. H. Westley Clark, CSAT Dr. Alan Leshner, NIDA Dr. Mary Dufour, NIAAA Dr. Daniel Hommer, NIAAA September 12 3:00 p.m. 7 The Roles of Friends and Community in the Recovery Process Host: Ivette Torres, MEd., M.S., CSAT Panelists: Dr. Linda Wolf Jones, Therapeutic Communities of America Stacia Murphy, National Council on Alcoholism and Drug Dependence Jim O’Hair, Northrop Grumman Steve Hornberger, Child Welfare League of America September 19 3:00 p.m. Media Outreach To draw the media’s attention to the Recovery Month celebration, CSAT held several press events. The Recovery Month campaign theme, radio and TV PSAs, and other campaign materials were unveiled at a June 12th press conference held at the National Press Club in Washington, DC. This event was followed by the kick-off press conference held on September 6, 2001. Trade Press Attendees for September 6th Press Event: B. Alpcit, Reporter, New Orleans Times Picayune Barry Bagrato, Correspondent, CBS News Alison Burns, Reporter, COX-TV Jeremy Bond, Editor, Mental Health Report Jenny Collier, Editor, Legal Action, Washington Weekly Chris Fleming, Washington Editor, Medicine and Health Rob Fleming, Editor, Progress Notes Peter Hardin, Reporter, Richmond Times Vlademire Herard, Editor, Substance Abuse Family News Stacy Hutchins, Belo Broadcast Jessica Jacob, Intern, Nation’s Health Emol Jentrain, Finncorn Press Frank Lockwood, Reporter, Lexington (KY) Herald Leader Al Millikan, Writer, Washington Independent Writers Larry O’Rourke, Washington Correspondent, McClatchy Newspapers Molly Parrish, Editor, Pace Publications Maria Recio, Reporter, Fort Worth Star-Telegram Jan Rosack, Editor, Psychiatric News Ananda Shorey, Reporter, The Associated Press Kristen Stephen, Staff, Network News Dr. Clark also granted individual interviews with the following media: ABC Network News AP Network News Print Coverage Print coverage was monitored nationwide for Recovery Month in national and local newspapers, magazines, and on the Internet. To date 294 press clippings have been collected. In Chicago, 63 mentions were found in area newspapers as guest essays, news briefs, or area event listings. The Chicago area exposure alone reached a combined circulation of more than 397,000 readers. Public Service Announcements (PSAs) CSAT produced broadcast and print PSAs aimed at reducing stigma associated with substance abuse treatment and those in recovery. All of the PSAs were produced in English and Spanish. The broadcast PSAs put an everyday face on addiction and recovery, and offer CSAT’s 24-hour, toll-free National Helpline, 1-800-662-HELP as the call to action if viewers or someone they know is in need of treatment. The TV PSAs from CSAT won the 2001 Global Award and Certificate, an award sponsored by the New York Festivals and a 2001 National Association of Government Communicators Award. They also won a Washington, DC Addy Award and have been nominated for a regional Addy award. Television PSAs Two television PSAs were produced in English and Spanish in varying lengths and sent to more than 800 TV stations and networks, as well as being a part of the White House Office of National Drug Control Policy’s Media Match Campaign. Through January 2002, the PSAs were aired by 353 outlets in 137 markets and seen by potentially 169 million viewers. Television PSA Statistics: Spot Stations Reporting Use No. of Markets Total Telecasts Broadcast Hours Viewer Impressions Estimated Time Value Crosswalk :30 186 131 3,668 30.57 39,545,078 $321,809 Crosswalk :15 36 28 1,224 5.10 14,599,963 $95,666 Subtitles :30 242 157 4,457 37.14 50,393,717 $538,861 Subtitles :15 87 69 1,559 6.50 54,316,340 $252,517 Crosswalk :30 (Spanish) 8 8 852 7.10 14,781,888 $156,088 Crosswalk :15 (Spanish) 2 2 51 0.21 526,241 $7,198 Subtitles :30 (Spanish) 6 6 417 3.48 8,204,147 $81,277 Subtitles :15 (Spanish) 7 6 682 2.84 24,540,559 $158,233 Totals 574 407 12,910 92.94 206,907,933 $1,611,629 * The viewer numbers for the White House Office of National Drug Control Policy’s Media Match Campaign are not included. Campaign numbers will be released in September 2002. Radio PSAs Eight radio PSAs (four English and four Spanish) were produced. These were distributed directly to 2,000 radio stations nationwide. By January 2002, the eight radio spots were played 37,925 times (up from 19,922 times in 2000) on 294 AM and FM stations across the country, resulting in 240,553,450 impressions (up from 93,554,570 in 2000). The PSAs played over a total of 316.04 hours, for an estimated time value of $2,085,875 in donated air time (nearly $600,000 more than in 2000). Radio PSA Statistics: Spot AM FM States Cities Plays Projected Impressions Hours Est. Time Value How To :30 122 144 44 157 17,592 113,712,480 146.60 $967,560 Kid :30 98 116 42 135 14,827 92,950,230 123.56 $815,485 Consejos :30 20 17 18 25 2,741 17,123,360 22.84 $150,755 Nìno :30 20 15 17 25 2,765 16,767,380 23.04 $152,075 Totals 260 292 121 342 37,925 240,553,450 316.04 $2,085,875 * The viewer numbers for the White House Office of National Drug Control Policy’s Media Match Campaign are not included. Campaign numbers will be released in September 2002. Print PSAs A black-and-white print PSA was designed in varying sizes. The ad aims to debunk the myth that recovery does not work by challenging the reader with the fact that millions of Americans annually receive help for their addictions and are living productive lives. The call to action is CSAT’s toll-free Helpline or web site www.samhsa.gov. The ads were sent out to 100 national consumer publications, then followed with phone calls to the editors to encourage placement. Radio Tours Following the press conference on September 6th, CSAT hosted a nationwide multi-city radio tour to address national, state, and local substance abuse issues in the United States. CSAT Director Dr. H. Westley Clark used this opportunity to educate and inform the public on the nature of substance abuse addiction and prevention and to discuss the need to alleviate the stigma of treatment. The 2001 radio tour reached an estimated 5,855,056 listeners, a 142 percent increase in reach over the 2,461,280 listeners reached in 2000. Other media messages were disseminated throughout the month of September through news releases and interviews. The final figures for the radio tour interviews were somewhat depressed due to the impact of the events of September 11. Two cities, New York and Phoenix, cancelled tours. Media outreach in seven other cities was cut back substantially and Portland, Oregon rescheduled its air dates. Prior to September 11, 32 interviews had been scheduled. By October 4, the date of the last scheduled interview, only 22 interviews had been held. Even with this modified schedule, the total number of viewer impressions exceeded efforts in 2000 by more than twice the number of viewer impressions. Fourteen networks hosted interviews with one of three CSAT representatives: Dr. H. Westley Clark, M.D., J.D., M.P.H.; Ivette Torres, MEd., M.S.; or Dr. James M. Herrell, Ph.D, M.P.H. Twenty-two stations aired these interviews, which had an estimated reach of 280,500 gross impressions. Total network gross impressions were estimated to reach 5.5 million listeners. Radio Network Statistics: Radio Network Coverage Listeners Affiliates Usage Issues Today, Radio Network National 1,600,000 168 1 Black Radio Network National 245,448 75 2* Illinois Radio Network Illinois 173,200 70 2 Florida Radio Network Florida 154,700 57 3-6* North Carolina Network North Carolina 151,600 91 4-7* Wisconsin Public Radio Wisconsin 150,000 12 1 Metro Networks St. Louis St. Louis 133,924 30 4-5** Georgia Radio Network Georgia 103,900 108 4-6* Michigan News Network Michigan 76,400 69 2* Tennessee Radio Network Tennessee 68,200 85 3 Minnesota News Network Minnesota 62,800 61 6 Metro Networks- Minneapolis/St. Paul Twin Cities 24,300 2 2* South Dakota Network South Dakota 18,000 18 2* North Dakota Network North Dakota 16,100 25 2* Total Gross Impressions 5,574,556 (2,978,572) 871 Individual Radio Station Statistics: Station AM/FM Listeners DMA Rank DMA Name Usage WYBA FM 6,700 3 Chicago, IL 1 WTAG AM 3,900 6 Boston, MA 1 WASH FM 24,700 7 Washington, DC 1 WMZQ FM 24,000 7 Washington, DC 1 WWDC FM 23,800 7 Washington, DC 1 WBIG FM 22,200 7 Washington, DC 1 WTEM AM 8,200 7 Washington, DC 1 WGAY AM 4,600 7 Washington, DC 1 WJMO FM 4,200 7 Washington, DC 1 WMJI FM 20,700 13 Cleveland, OH 1 WGAR FM 20,600 13 Cleveland, OH 1 WTAM AM 17,900 13 Cleveland, OH 1 WMMS FM 15,200 13 Cleveland, OH 1 WMVX FM 12,200 13 Cleveland, OH 1 WAKS FM 6,000 13 Cleveland, OH 1 KEZK FM 21,600 20 St. Louis, MO 1 KWIP AM 1,400 25 Portland, OR 1 WCLT FM 20,000 34 Columbus, OH 1 WLVQ FM 11,800 34 Columbus, OH 1 WHOK FM 6,500 34 Columbus, OH 1 WAZU FM 3,000 34 Columbus, OH 1 WCLO AM 1,300 85 Madison, WI 1 Total Gross Impressions 280,500 Summary Figures for Radio Tours: Gross Impressions of Networks: 5,574,556 listeners Gross Impressions of Stations: 280,500 listeners Network Affiliates Airing Interviews: 871 Total Number of Networks Airing Interviews: 14 Total Number of Stations Airing Interviews: 22 Table of Contents Conclusion The figures and events outlined in the above report are a testament to the hard work of countless individuals who gave tirelessly of their time and energies to organize their communities and bring about a tremendous demonstration of public support for Recovery Month. The 2001 celebration was SAMHSA, CSAT and their constituents’ largest effort to date to raise the public’s awareness that recovery is possible. Each program and media announcement echoed the theme that it requires each of us to do our part to support those in need of treatment as well as those in recovery. CSAT is pleased to acknowledge the efforts of so many. It takes continued vigilance to educate the public about the benefits of addiction treatment, and a conscious decision to actively work to reduce the stigma that persist about addiction. But together, we can and have created tremendous momentum to involve the necessary players who must work to improve treatment services nationwide and continue the support of those in recovery. The Recovery Month 2001 observance serves as an excellent platform to launch an even better and more inclusive Recovery Month 2002 observance. All materials for the 2001 campaign and past observances can be viewed by visiting www.samhsa.gov and clicking on the Recovery Month logo. To Order Materials, call and place your order with an information specialist at: 1-877-726-4727 (English and Spanish) 1-800-487-4889 TDD. Table of Contents