DrugSense's reading of the media surrounding recent drug policy developments suggests that a more "on the ground" and "in the field" approach is necessary to provide grassroots momentum for change. This project targets specific regions and groups and trains them on how to use the tools and tactics of media activism to gain favorable media coverage.

Specific tactics find activists writing LTEs (letters to the editor), calling into talk shows, and providing information to the media. This includes actively participating in the programs themselves, if possible.

The Media Activism Facilitator oversees the beginning of this project by serving as a trainer, coach, and liaison to the media for the participating groups. Over time, with properly training, much of this work will transfer to the groups themselves.

When fully implemented, this project should result more fair and balanced media coverage with respect to drug policy and more favorable drug policy legislation and public policy.