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Media Outreach with a Social Marketing Message

National Institute on Drug Abuse (NIDA), to increase understanding of addiction science, a research-based neuroscience institute of NIH was looking to expand the reach of its science by adding social media to engage the public in the conversation.


With demise of health and science reporting in mainstream media, how could the Press Office design a more proactive approach to outreach through media and direct-to-public?


As a Senior Media consultant within NIDA’s press office, Payes developed a social media plan to include outreach to bloggers, mobile and social media sites to engage multiple audiences from teens to teachers, from college students to working scientists to deliver addiction science news.


  • Integrated social media to increase visibility for news, scientific findings and events.
  • Emphasized plain language to explain complex research findings on addiction.
  • Improved direct-to-audience interaction through development of The Sara Bellum Blog through a contract with IQ Solutions. (Payes currently serves as senior writer, editor and strategist)
  • Blog team organized CyberShoutout to spark conversation around NIDA’s National Drug Facts Week.
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