Is social norms marketing the same thing as media advocacy?

Social norms marketing and media advocacy are two different strategies. Media advocacy is the strategic use of mass media to support community organizing to advance a social or policy initiative. While media advocacy efforts may take many forms, often they involve organizing attention-getting events to stimulate news coverage of an issue. One frequent goal of media advocacy is to refocus the framing of a problem and its solutions from an individual level (drinking will be solved by educating individual students) to an environmental or policy level (changing drinking patterns on campus requires changing the environment in which the behavior occurs). Visit Media Advocacy for more information on this topic.