ln this web conference, participants will learn how to use the media effectively to move our work forward, and go from a downstream, reactive approach to an upfront, proactive approach. Join an insightful discussion with Berkeley Media Studies Group's Lori Dorfman and Prevention Institute's Larry Cohen as they discuss how to make the case for prevention in media using data and other forms of media messaging. We will discuss the broader media context as well as the most current opportunities and discussion focusing on media messaging and data analysis. Sexual and domestic violence advocates cannot change norms and environments without acknowledging and leveraging the critical role that media coverage has in shaping the understanding of, and conversations about, violence.