1. 124 DRAFT PROGRAMME ADVOCACY COURSE DAY 3 SESSION 9 Creating the message Quiz 5 Creating the message SESSION 10 Working with the media (1) Website development Working with the media Writing a press release Developing websites Sound bite 5

2. 125 In terms of DALYs (ill-health and premature death), alcohol is responsible for what proportion of all ill- health and premature death amongst EU males: a.2% b.7.5% c.10% d.12% e.20%

3. 126 For the EU as a whole, alcohol’s rank as the most important risk factor for DALYs is: a.5th b.10th c.1st d.3rd e.7th

4. 127 For overall European homicide (murder), alcohol is responsible for: a.One fifth b.Three quarters c.Two fifths d.One tenth e.One third

5. 128 The number of alcohol-related cancer deaths in Europe each year are about: a.100,000 b.50,000 c.25,000 d.10,000 e.250,000

6. 129 The European Comparative Alcohol Study (ECAS) found a relationship between per capita alcohol consumption and a.Overall death rates b.Suicide c.Coronary Heart Disease d.Homicide e.Cirrhosis

7. 130 In terms of DALYs (ill-health and premature death), alcohol is responsible for what proportion of all ill- health and premature death amongst EU males: a.2% b.7.5% c.10% d.12% e.20%

8. 131 For the EU as a whole, alcohol’s rank as the most important risk factor for DALYs is: a.5th b.10th c.1st d.3rd e.7th

9. 132

10. 133 For overall European homicide (murder), alcohol is responsible for: a.One fifth b.Three quarters c.Two fifths d.One tenth e.One third

11. 134 Alcohol and homicide

12. 135 The number of alcohol-related cancer deaths in Europe each year are about: a.100,000 b.50,000, of which 11,000 are female breast cancer c.25,000 d.10,000 e.250,000

13. 136 The European Comparative Alcohol Study (ECAS) found a relationship between per capita alcohol consumption and a.Overall death rates b.Suicide c.Coronary Heart Disease d.Homicide e.Cirrhosis

14. 137

15. 138 “Nine Questions” 1.What do we want? (GOALS) 2.Who can give it to us? (AUDIENCES; KEY PLAYERS; or POWER-HOLDERS) 3.What do they need to hear? (MESSAGES) 4.Who do they need to hear it from? (MESSENGERS) 5.How can we get them to hear it? (DELIVERY) 6.What do we have? (RESOURCES) 7.What do we need to develop? (GAPS) 8.How do we begin? (FIRST STEPS) 9.How do we tell if it’s working? (EVALUATION)

16. 139 A good message is: Simple To the point Easy to remember Repeated frequently “If you smoke like a man, you die like a man”

17. 140 Keep it simple: Put your frame around the issue: Know your audience: Invite the audience to “fill in the blank” and reach your conclusion on their own: Present a solution:

18. 141 Core message: Reducing smoking-related illness makes health care more affordable for everyone. Tailored message: For an audience of doctors: Passive smoking is an expensive public health hazard that requires responsive public health laws and regulations. For an audience of policy makers: Smoking bans in public places achieve clear health benefits at reasonable or low costs and are politically popular.

19. 142 A prominent football player dies of liver cirrhosis at age 59 years. The six o’clock news will tell a vivid story of his football successes, his extraordinary goals, his flamboyant lifestyle, his many girl friends, his enjoyment of the pub and drinking, and the people and family he has left behind. It will be a personal story, focused on the individual and his choices.

20. 143 Current Problem DefinitionDesired Problem Definition Current Person/Institution/Phenomenon ResponsibleDesired Person/Institution/Phenomenon Responsible Current Proposed/Operating SolutionDesired Proposed/Operating Solution Source: Advocacy Center at ISC. http://www.advocacy.org/