As we approach the end of another year, I reflect on where my life was before Al‑Anon and where it is now. I reflect on my good fortune to have found a place that has shown me warmth, understanding, and love. While I continue to work the program to better my life, I’m compelled to share what I know with others.
Over a decade of digital marketing experience taught me the tricks of the trade to generate online clicks, leads, and sales. So when I joined the World Service Office (WSO) team, I felt qualified. However, this is where my two worlds collided—learning how to raise awareness of Al‑Anon’s program while simultaneously embracing Al‑Anon’s Traditions.
The first challenge is understanding the difference between attraction and promotion (Tradition Eleven) and how it applies to public outreach. While there are several key differences between attraction and promotion, the one that stands out to me most is that attraction is providing information, whereas promotion is making promises. The comparison in the digital marketing world is that attraction would be a banner that asks “Do you worry about someone else’s drinking? Al‑Anon can help.” Promotion would be the same banner that says, “Attending Al‑Anon meetings will make your life better.” While the latter is true in my case, it is an implied promise; therefore, it is promotion rather than attraction.
So, this means that we can build websites, design billboards, and post flyers and posters in our local communities to attract potential members to our program. Most of these activities have some sort of cost associated with them, whether it’s paying for a website address such as al‑anon.org, paying for a billboard, or printing materials. Paying for these goods and services is another way we practice Tradition Seven.
There are also other “projects of attraction” that groups and Districts can undertake at very little cost. The Outreach Bookmark (M-76) is one example. Members can request the bookmarks for free from the WSO (just pay for shipping) or from their local Literature Distribution Center, to place in libraries and other public places. Another example of a low-cost public outreach project is hosting an open meeting and inviting local addiction and mental health professionals to attend and learn more about Al‑Anon. This provides a great opportunity to share Al‑Anon pamphlets and literature, such as Al‑Anon Faces Alcoholism, which professionals can then pass along to their clients or patients.
Check out the Public Outreach Toolkit for more information on these and other ideas for public outreach. When I think of members, groups, and Districts around the world pitching in on various public outreach projects, I can’t help but smile, think of the Al‑Anon Declaration, and feel satisfied knowing that I’m doing my part.
By Scot P., Director of Communications & Community Awareness
The Forum, November 2025
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