2002 Outcomes for National Alcohol and Drug Addiction Recovery Month Join the Voices of Recovery: A Call to Action
September 2002 marked the 13th observance of Recovery Month and focused on emphasizing five guidelines for positive action as defined by Changing the Conversation: The National Treatment Plan Initiative to Improve Substance Abuse Treatment. This SAMHSA/CSAT report, released in November 2000, focuses on action steps that a community can use to expand its efforts for substance abuse treatment and recovery. This year's theme encouraged everyone to help incorporate community treatment and recovery services as a vital part of the Nation's public health system.
In an effort to continue to rally for effective, accessible substance abuse treatment services at the forefront of the public debate, the 13th annual Recovery Month observance adopted the theme, "Join the Voices of Recovery: A Call to Action." This theme recognized people currently in recovery who personified the gains made as a result of addiction treatment. It also educated the public that addiction is a chronic, but treatable, disease and public health problem that affects everyone.
The Recovery Month 2002 observance began with two major events September 5. The first was a Recovery Month press conference and a kick-off event at the National Press Club. The press conference highlighted the release of the 2001 National Household Survey on Drug Abuse (NHSDA), which surveyed 70,000 people aged 12 and older to ascertain the latest statistics on substance abuse. Speakers at the press conference included:
- Tommy G. Thompson, Secretary, Department of Health and Human Services (HHS)
- John Walters, Director, White House Office of National Drug Control Policy (ONDCP)
- Charles G. Curie, Administrator, Substance Abuse and Mental Health Services Administration (SAMHSA)
- Rock DiSessa, Oakland, CA, student in recovery
The NHSDA provides a comprehensive and accurate snapshot of the substance abuse trends for the past year. This year, questions on mental health were included in the survey for the first time. According to the newly released NHSDA, alcohol and tobacco use by underage youth and illicit drug use continue to be leading public health issues for our Nation. The survey further showed that the use of illicit drugs such as marijuana, cocaine, heroin, and inhalants has increased. For example, marijuana use is up from 4.8 percent in 2001 to 5.4 percent in 2002. Also on the rise is the dangerous "club drug" MDMA, commonly referred to as Ecstasy. An estimated 1.9 million people used Ecstasy for the first time in 2002. The statistics continue to be alarming: 29.5 percent of the American population, age 12 and older, are regular tobacco smokers, and nearly two-thirds (65 percent) of young people have tried cigarettes by 12th grade. In 2002, more than one in 10 Americans or 25 million people reported driving under the influence of alcohol at least once in the prior 12 months.
The second event, also on September 5, was the National Alcohol and Drug Addiction Recovery Month Congressional Kickoff Luncheon held in the Rayburn House Office Building on Capitol Hill in Washington, D.C. from noon to 2 p.m. This event was sponsored by the American Foundation for Addiction Research (AFAR). Co-hosting this luncheon were Congressional leaders Representative Jim Ramstad and the late Senator Paul Wellstone, both of Minnesota. The speakers included: AFAR Chairman Dr. Patrick Carns, a pioneering researcher in addictive disorders; Dr. Andrea Barthwell, Deputy Director of ONDCP; and Charles G. Curie, Administrator of SAMHSA. The luncheon moderator was Chaplain John Lundin, AFAR Executive Director.
In addition to the September 5 events, SAMHSA/CSAT hosted a press conference on June 27 to announce the release of the new Recovery Month 2002 radio and television PSAs. Both SAMHSA Administrator Charles Curie and CSAT Director Dr. H. Wesley Clark spoke about the new PSAs and the importance of Recovery Month.
Outreach Materials and Initiatives
SAMHSA/CSAT and its planning partners developed a Recovery Month toolkit, a commemorative Recovery Month poster, and a promotional flyer used in mailings and conference exhibits prior to distribution of the printed toolkits. Television and radio public service announcements were also created. SAMHSA/CSAT not only developed new radio and television PSAs for 2002, but also re-released the very successful radio and television PSAs from 2001. In addition, a new 2002 Recovery Month web site was created, www.recoverymonth.gov, which serves as the interactive media arm of Recovery Month. On this web site, the general public can view SAMHSA/CSAT-sponsored webcasts and web chats, download a virtual Recovery Month toolkit, view the PSAs, and post their community forums and events. Further details about the Recovery Month are reported in the Interactive Web-Based Activities and Information section below.
Recovery Month Kit and Poster: Building upon the success of the 2001 campaign, SAMHSA/CSAT and its planning partners worked together to develop a toolkit for local community-based organizations to use as a resource for developing a variety of options for planning Recovery Month events. Due to the popularity of Recovery Month, SAMHSA/CSAT printed 75,000 kits for distribution.
The kit serves as a tool for organizations and government entities to plan events that educate the public on substance abuse as a national health crisis, that addiction is a treatable disease, and that recovery is possible. The kit contains a variety of materials that organizations can duplicate directly or tailor to create customized materials and programs for their communities. Ten fact sheets target key audiences and discuss specific steps each can take to make a difference. Resource materials include reference listings for clearinghouses, web sites, allied organizations, diversity resources, and State Agency Directors. Media outreach materials in the kit include Recovery Month logos, a letterhead template, and samples of a media advisory, press release, op-ed, proclamations, and promotional event ideas. Live-read radio public service announcements are also included.
The kit contains resources for individuals seeking substance abuse treatment information. Two sample proclamations were provided to encourage national, state, and local governments to dedicate September as Recovery Month in their jurisdictions.
SAMHSA/CSAT also designed and produced 10,000, two-color, 30" x 30" commemorative Recovery Month posters (up from 7,500 in 2001), and 12,000, two-color, 8.5" x 11" flyers for use in mailings and conference exhibits prior to release of the printed kits. This year, 10,000 teasers were produced to increase awareness of Recovery Month activities and the available materials.
2002 Recovery Month Community Forums/Events: Working closely with partners in 31 major cities this year, SAMHSA/CSAT sponsored community forums/events where experts and legislators discussed local addiction treatment issues. In 1998, the first year of community forums, eight forums were held around the country in local cable stations' recording studios. Most were broadcast in the immediate area. By 2002, SAMHSA/CSAT-sponsored Recovery Month forums/events had grown to a total of 31. As in past years, forums/events include an emphasis on multicultural populations.
During September SAMHSA/CSAT-sponsored community forums/events were held throughout the country in 31 cities. These forums/events examined key treatment and recovery-related issues and recommendations highlighted in Changing the Conversation: The National Treatment Plan Initiative to Improve Substance Abuse Treatment as they pertained to local needs. Community events addressed local community needs and defined specific objectives and action steps to broaden support and access for individuals in recovery, their families, and friends. The goal of each forum was to unite a range of stakeholders to take action including families; policymakers; judges; insurers; health professionals; treatment providers; educators/schools; faith-based organizations; individuals working in the criminal justice system; community-based organizations serving children and families; diverse racial, ethnic and cultural groups; members of the media; and other community leaders. Together, these SAMHSA/CSAT-sponsored events reached more than an estimated 33,000 people throughout the U.S.
Cities that held official SAMHSA/CSAT community forums for Recovery Month 2002 included:
- Albuquerque, New Mexico (Latino Audiences)
- Anchorage, Alaska (Native American Audiences)
- Atlanta, Georgia (African-American Audiences, General Audiences)
- Baltimore, Maryland (African-American Audiences)
- Billings, Montana (Native American Audiences)
- Birmingham, Alabama (African-American Audiences)
- Boston, Massachusetts (Asian-American and Pacific Islander Audiences, General Audiences)
- Chicago, Illinois (General Audiences)
- Dallas, Texas (General Audiences)
- Detroit, Michigan (African-American Audiences, General Audiences)
- Honolulu, Hawaii (Asian-American and Pacific Islander Audiences)
- Indianapolis, Indiana (General Audiences)
- Ithaca, New York (General Audiences)
- Kansas City, Missouri (General Audiences)
- Los Angeles, California (Asian-American and Pacific Islander Audiences)
- Minneapolis, Minnesota (General Audiences)
- New Orleans, Louisiana (African-American Audiences)
- New York, New York (Latino, African-American, and Asian-American and Pacific Islander Audiences, General Audiences)
- Phoenix, Arizona (General Audiences)
- Portland, Oregon (Native American Audiences, General Audiences)
- Raleigh/Durham, North Carolina (General Audiences)
- Salt Lake City, Utah (General Audiences)
- San Antonio, Texas (Latino Audiences)
- San Diego, California (Latino Audiences)
- San Francisco, California (Asian-American Audiences, General Audiences)
- San Juan, Puerto Rico (Latino Audiences)
- Seattle, Washington (General Audiences)
- Sioux Falls, South Dakota (Native American Audiences)
- Virgin Islands (African-American Audiences)
- Washington, District of Columbia (General Audiences)
- Yuma, Arizona (Native American Audiences)
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 drop-down menu of states in order to view the events that took place across the country. As of October 2002, 47 states, the District of Columbia, the Virgin Islands, and Puerto Rico listed 239 events.
To generate such a large number of activities and events takes the dedication of many. Recovery Month 2002 celebrations were outstanding thanks to widespread community planning and outreach. The following are just a few of the highlights.
- All 50 states planned and held events to celebrate Recovery Month.
- The President of the United States, George W. Bush, issued a proclamation celebrating September 2002 as National Alcohol and Drug Addiction Recovery Month. In addition, as of October 2002, 11 gubernatorial and 30 mayoral proclamations were issued for Recovery Month 2002. Also, this year 13 Native American tribes and affiliated centers issued proclamations celebrating Native American Wellbriety Month.
Public Service Announcements: For Recovery Month 2002, eight new television spots (four English and four Spanish) and eight new radio spots (four English and four Spanish) were produced. Both radio and television public service announcements focused on two distinct topics-teens in treatment and co-occurring disorder, which is defined as a person suffering from both substance abuse problems and mental health disorders. All of the PSAs were produced in English and Spanish. SAMHSA/CSAT also created open-ended spots for customization. These open-ended spots allowed local television stations or community groups to personalize the PSAs with their logo, slogan, or telephone number at the end of the PSA. These spots were available via NCADI.
In addition, all of the radio and television spots from Recovery Month 2001 were re-released as part of the PSA package.
The 2002 PSAs included:
Television PSAs
"Psyched Up" (:15 and :30)
"Runner" (:15 and :30)
"Entusiasmado" (:15 and :30)
"Corredor" (:15 and :30)
Radio PSAs
"Accomplishment" (:20 and :30)
"Drain" (:20 and :30)
"Logro" (:20 and :30)
"Desaguadero" (:20 and :30)
The re-released 2001 PSAs included:
Television PSAs
"Crosswalk" (:15 and :30)
"Subtitles" (:15 and :30)
"Cruce Peatonal" (:15 and :30)
"Subtittulos" (:15 and :30)
Radio PSAs
"How To" (:30)
"Kid" (:30)
"Consejos" (:30)
"Nino" (:30)
Through December 2002, both the 2001 and 2002 Recovery Month TV PSAs were aired by 145 outlets in 116 markets, watched by 85 million potential viewers, and had a value of $626,584 in donated air time.
These were distributed to more than 2,000 radio stations nationwide. Through December 2002, both the 2001 and 2002 radio spots were played 49,544 times on 318 AM and FM stations across the country, resulting in 259,745,720 impressions. The PSAs played over a total of 391 hours, for an estimated time value of $2.64 million in donated air time.
All of the 2002 spots received play as part of the White House Office of National Drug Control Policy's Media Match Campaign. The placements of the SAMHSA/CSAT PSAs on the Ad Council reel will generate over $1 million in additional free air time.
Table of Contents
SAMHSA/CSAT hosts a Recovery Month interactive web site that makes information about Recovery Month accessible to local communities and the general public either online or through downloadable files. Everyone who accesses the site can view and order materials, distribute news, and post events by locality. A virtual kit was placed on the Recovery Month web site and through October 2002, had received 74,309 hits. The entire Recovery Month web site has received 2,217,355 total hits since March 2002.
As mentioned, the Recovery Month web site was redesigned for improved access to numerous activities listed on the site. The events listing was reconfigured as a map of the United States, so the general public could click directly on the state or select it from a menu of states to make it easy to explore the activities planned around the country.
The web site includes the virtual Recovery Month kit, additional resources and publications, and on-line ordering capabilities. SAMHSA/CSAT press releases, archived webcasts and web chats, and English and Spanish versions of the television and radio PSAs produced in both 2001 and 2002, along with open-ended versions of the Recovery Month 2002 spots, are also available.
Webcasts: SAMHSA/CSAT developed 10 webcasts in a talk and magazine show format, with a host and four guests. All webcasts were aired on the first Wednesday of the month at 3:00 p.m. EST, beginning in March and running through November. Viewers had an opportunity to send in topic-related questions, which were addressed during the program, prior to each webcast via the Recovery Month web site. Archive copies of the webcasts were made available on the web immediately following the aired program and can be ordered via the Recovery Month web site. Through September, the site logged 7,581 page views of the webcasts. (These figures indicate the number of times a viewer accessed the web page, but do not necessarily reflect the number of times the supporting graphics/files were viewed.) The webcasts that took place in 2002 are listed below:
The Road to Recovery: 2002
March 27, 2002
Alcohol Awareness Month: Recovery: It's a Family Affair and Everyone's Invited
April 3, 2002
Student Assistance and the Recovery Process: A Call to Action
May 1, 2002
Exploring the Community's Role in Recovery
June 5, 2002
Recovery and the Criminal Justice System
July 3, 2002
Civic and Appointed Officials: Raising their Voices for Recovery
August 7, 2002
Employers and Employees in Unison: Supporting Recovery Through the Workplace
September 4, 2002
Speaking Out About Healthcare and Recovery
September 11, 2002
The Nation's Response to the Call: A National Showcase of Faces and Voices of Recovery Month Conference
October 30, 2002
ONDCP's Marijuana Initiative: Facts and Solutions
November 20, 2002
Web Chats: SAMHSA/CSAT developed seven web chats that aired on the third Wednesday of the month at 3:00 p.m. or 7:00 p.m. EST, from April 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. There were a total of 530 chat logins and 242 simultaneous users for the 2002 web chats. The programs, listed below, were archived and are available on the Recovery Month 2002 web site.
Alcohol Awareness Month: Recovery: It's a Family Affair and Everyone's Invited
Stacia Murphy, President, NCADD
April 17, 2002
Helping Students in Trouble
Ellen Morehouse, Executive Director, Student Assistance Services
May 15, 2002
Calling Community-Based Voices to Action
Janice Ford Griffin, Deputy Director of Join Together
June 19, 2002
Treatment alternatives in the Criminal Justice System
Judge Arthur Burnett, Superior Court of the District of Columbia
July 17, 2002
Civic and Appointed Officials: Raising Voices for Recovery
Anita Marton, Senior Attorney with the Legal Action Center
August 21, 2002
Employers and Employees in Unison: Supporting Recovery Through the Workplace
September 18, 2002
Speaking Out About Healthcare and Recovery
September 25, 2002
Print Media Coverage
Print coverage was monitored nationwide for Recovery Month in national and local newspapers, magazines, and on the Internet. From September 2002 to November 2002, 756 press clippings have been collected, including articles from The Washington Post, Reuters, and The Philadelphia Daily News.
Radio Tours
Following the press conference to kick off Recovery Month on September 5, SAMHSA/CSAT hosted a nationwide multi-city radio tour to address national, state, and local substance abuse issues in the United States. SAMHSA Administrator Charles Curie, CSAT Director Dr. H. Wesley Clark, and CSAT Associate Director of Consumer Affairs Ivette Torres used this opportunity to educate and inform the public on the nature of substance abuse treatment and recovery. Approximately 251 radio stations and 50 networks were contacted in the 31 target cities where community forums were held. A total of 132 press advisory faxes were distributed to assignment editors, reporters, and producers. The 2002 radio tour reached an estimated 4,985,630 listeners.
Conclusion
The figures and events outlined in this report are a testament to the countless individuals who worked hard both in their communities and who showed a tremendous demonstration of public support for Recovery Month. The Recovery Month 2002 celebration was the largest effort to date to raise public awareness about substance abuse, treatment, and recovery.
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 and eliminate the barriers that persist with addiction and recovery. But together, we can and have created momentum to continue to support those in recovery and to sustain efforts aimed at reducing or eliminating barriers to services.
All materials for the 2002 campaign and past observances can be viewed by visiting www.recoverymonth.gov. 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.
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