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The design, implementation process, and degree to which campaigns reached the priority populations are the focus of this article. Formative research shows that young women in disadvantaged communities receive mixed messages about dangers of drinking during pregnancy. A social norms approach using positive role models was the most acceptable message strategy based on materials pretesting. Differences in campaign implementation and distribution strategies between communities were documented through program monitoring. Survey research indicated the more viable messaging and implementation strategies. Findings show that low-cost community campaigns are feasible; however, variations in messaging, distribution strategies, and saturation levels determine whether such campaigns succeed or fail to reach priority populations.<\/jats:p>","DOI":"10.1177\/1524839907309044","type":"journal-article","created":{"date-parts":[[2007,12,31]],"date-time":"2007-12-31T15:12:54Z","timestamp":1199113974000},"page":"93-103","source":"Crossref","is-referenced-by-count":25,"title":["Fetal Alcohol Syndrome Prevention Using Community-Based Narrowcasting Campaigns"],"prefix":"10.1177","volume":"9","author":[{"given":"Deborah","family":"Glik","sequence":"first","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Michael","family":"Prelip","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Amy","family":"Myerson","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Katie","family":"Eilers","sequence":"additional","affiliation":[],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2008,1,1]]},"reference":[{"key":"bibr-0","volume-title":"Strategic marketing for non-profit organizations","author":"Andreasen, A.R.","year":"2003","edition":"6"},{"key":"bibr-1","doi-asserted-by":"publisher","DOI":"10.2307\/1251667"},{"key":"bibr-2","doi-asserted-by":"publisher","DOI":"10.1016\/j.chiabu.2003.09.015"},{"key":"bibr-3","doi-asserted-by":"publisher","DOI":"10.1177\/1524839906290089"},{"key":"bibr-4","doi-asserted-by":"publisher","DOI":"10.5993\/AJHB.24.1.9"},{"key":"bibr-5","doi-asserted-by":"publisher","DOI":"10.1207\/S15327027HC1404_4"},{"key":"bibr-6","doi-asserted-by":"publisher","DOI":"10.1093\/alcalc\/agh101"},{"key":"bibr-7","volume-title":"Overexposed: Youth a target of alcohol advertising in magazines","author":"Center on Alcohol Marketing and Youth.","year":"2002"},{"key":"bibr-8","first-page":"273","volume":"51","author":"Centers for Disease Control and Prevention.","year":"2002","journal-title":"Morbidity and Mortality Weekly Report"},{"key":"bibr-9","volume-title":"Behavioral risk factor surveillance system: Prevalence data","author":"Centers for Disease Control and Prevention.","year":"2003"},{"key":"bibr-10","doi-asserted-by":"publisher","DOI":"10.1016\/S0167-6245(97)00025-5"},{"key":"bibr-11","volume-title":"The persuaders [Television broadcast]","author":"Dretzin, R.","year":"2004"},{"key":"bibr-12","doi-asserted-by":"publisher","DOI":"10.1016\/S0010-7824(02)00369-4"},{"key":"bibr-13","volume-title":"Narrowcasting","author":"Evans, T.","year":"2001"},{"issue":"7","key":"bibr-14","first-page":"1","volume":"24","author":"Fetto, J.","year":"2002","journal-title":"American Demographics"},{"key":"bibr-15","doi-asserted-by":"publisher","DOI":"10.1097\/01.AOG.0000181822.91205.6f"},{"key":"bibr-16","unstructured":"Freimuth, V. 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