Mass Media and Public Education Approaches to Reducing Demand

News media coverage of the death of Heath Ledger fostered much public discussion about this growing problem, but can this “national teachable moment” be sustained or will the momentary interest wane without positive effects? This presentation analyses news media coverage of this issue over the past two years, including at the time of Ledger's death and during the summer months when the “Dark Knight” was released to box office success. A national media campaign to alert parents to the threat of this problem to teens was launched on the Superbowl only weeks after the actor's death, and results from the campaign will be reported, including increases in parent awareness, beliefs, and intentions to take action.