Effect of Media Communication on "Sunshine Project"-- Several opinions on positive interaction between the anti-drug task and the media
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The media and the police share common responsibilities and value consensus in advancing drug control

There is a common consensus with regard to the duties and values in promoting the cause of drug control through corresponding activities of relevant parties, both the public security agencies that play a leading role in this task and the media which functions mainly as communicators and reporters. Under the premise of not endangering the national security, public order, confidential information and/or interfering law enforcement and case handling, the police is obliged to and responsible for facilitating the media's interview activities, actively disclosing drug-related status and/or individual cases to the media to enhance the force of its report, and exchanging the understandings and thoughts on the anti-drug tasks with the media in a concrete, frank and rational manner to make its reports more comprehensible.

Under under current circumstances, there are some obvious problems and misunderstandings concerning drug controls in the reports by the media:

Anti-drug publicity is only a nine days' wonder, leaving the public a smattering of drug-related status and hazards. At present, drug issues are unusually severe not only in China, but also the whole world, for example a double-digit growth in the number of new drug abusers and flooding of new drug varieties. However, the media reports and the public perception do not well matched with the actual conditions. Public perception regarding status and hazards of drugs is not that clear, sufficient or accurate. A publicity and education platform that is long-effective, universal and in fixed mode has not yet established since the media reports are mostly focused on such topics merely around the International Day Against Drug Abuse and Illicit Trafficking on June 26th every year.

Anti-drug publicity reports are canned and non-targeted, resulting in an insufficient appeal and impact. Diversified contents, manners and logical thoughts of publicity should be utilized against different groups that are engaged in drug abusing, trafficking, controlling and preventing. Currently, associated reports available to the general public, pupils, junior and senior high school students, undergraduates, graduated youth, government officials as well as drug fighters, drug users and those are under treatment or already rehabilitated, are all in a rut, not that targeted, powerful nor effective.