www.ntiupstream.com. About: Cultural values and personal preference often stand in direct conflict with prevention messages. Why this is important: The ultimate struggle finds clinical programs battling societal norms and expectations as well-funded marketing campaigns target young women. Words matter and the way we present our prevention messages to the public often determines the degree of success we meet. Key questions to be addressed: What should you know about the community before you begin the development of a prevention program? How much do words matter as you develop your prevention message? How do you create societal change when you are limited in funds and personnel? What does technology bring to the table?