The anti-drug ad campaign advocated by President Trump’s opioid commission will need millions of dollars in funding, advocates tell The Hill.

It is not clear how such a campaign would be funded, the article notes. New Jersey Governor Chris Christie, who chaired the commission, said the campaign should be paid for by the federal government, with private sector partners. The report, released last week, included 56 recommendations, including an aggressive multimedia campaign to fight the opioid epidemic.

An ad campaign must be part of a more comprehensive approach that includes strengthening treatment and changing opioid prescribing patterns, advocates say. In order to be effective, a campaign must be based on evaluations of what has been effective in the past, and must frequently test the ad’s message with the target audience, they note. “We’ve learned a lot about how to communicate about these issues in the past three decades or so. There’s a lot of really good science on this right now,” said Marcia Lee Taylor, Chief Policy Officer of the Partnership for Drug-Free Kids.