Led by an NACDD facilitator, participants in each group discussed their target audiences, communication channels and work with partners that helps them share their messages. Some efforts focused on reaching health care providers while others zeroed in on consumers and priority populations. States utilized national campaigns and others created their own messages.
Several participants have contracts with marketing firms to assist them in media placement and explore the use of new media such as Twitter, Facebook, and Pandora Radio. At least one state reported transitioning all promotion efforts to digital platforms with no printed materials.
Other states distribute their messages through a key partner such as a coalition. Eighty-three state staff members attended the Communities of Practice sessions, representing 40 states and three large cities. To ensure that ideas from all groups were captured, NACDD created a “Gems” document after each session with highlights from each group.