Have you ever Lobby Poll developed a media campaign? 1
CAPT WEBINAR June 13, 2017 Getting the Message Right! Considerations for Developing and Implementing Media Campaigns to Prevent Prescription Drug Misuse and Opioid Overdose Maya Doe Simkins, Overdose Prevention Researcher & Educator, SAMHSA’s CAPT Traci Green, Deputy Director, Injury Prevention Center, Boston Medical Center Amanda Dougherty, CAPT Training and Technical Assistance Associate
Facilitator Amanda Dougherty Training and Technical Assistance Associate SAMHSA's CAPT 3
This training was developed under the Substance Abuse and Mental Health Services Administration’ s Center for the Application of Prevention Technologies task order. Reference #HHSS283201200024I/HHSS28342002T. The views expressed in this webinar do not necessarily represent the views, policies, and positions of the Substance Abuse and Mental Health Services Administration or the U.S. Department of Health and Human Services. This webinar is being recorded and archived, and will be available to all webinar participants. Please contact the webinar facilitator if you have any concerns or questions. 4
Presenters Maya Doe Simkins, MPH Traci Green, PhD, MSc Overdose Prevention Deputy Director Researcher & Educator Injury Prevention Center SAMHSA’s CAPT Boston Medical Center 5
Guest Presenters Tessie Castillo, BA Jessica Hawkins, MA North Carolina Harm Oklahoma Department of Mental Health Reduction Coalition and Substance Abuse Services 6
Objectives • Identify key components for developing a media campaign on preventing non-medical use of prescription drugs (NMUPD) and overdose • Describe the impact of language on media campaign messages • Explore considerations for the implementation of NMUPD and overdose prevention media campaigns 7
Today’s Discussion Considerations Setting the for Media Stage Campaign Implementation Developing NMUPD Media Lessons from Campaigns the Field 8
Setting the Stage 9
What prevention Poll priorities (for example, Question underage drinking, non-medical use of prescription drugs) have you addressed using media campaigns? 10
What’s Under the Media Campaign Social Norms Social Marketing Campaigns ‘Umbrella’? Social Media Education Utilization Materials 11
Why Use Media Campaigns? 1 Media campaigns can aid in the prevention of NMUPD and overdose by: • Increasing knowledge and awareness of risks • Changing attitudes, motivations, and beliefs • Increasing positive social norms • Changing structural factors and affecting the wider determinants of health • Increasing the availability and accessibility of health services 12
When to Use Media Campaigns 1 Media campaigns are important to achieving prevention outcomes when: • Looking for wide exposure and reach • Ensuring necessary resources are in place • Getting the message out quickly • Reinforcing education and awareness messages 13
Key Goal Components for… Audience Developing NMUPD Media Campaigns Message 14
Defining Goals for the Campaign Your campaign goal(s) should align with the prevention priority you set out to address. • Are you preventing NMUPD? • Are you preventing heroin misuse? • Are you preventing opioid overdose? • Are you preventing opioid-involved deaths? Goal 15
Identifying Your Target Audience Questions to ask when identifying your audience: • Are we talking about prescription drug misuse prevention or overdose prevention? • Is this a universal or indicated population? • Are you looking to modify behavior or direct people to resources? Audience 16
Possible Audiences to Target • People who use drugs, including nonmedical use of prescriptions • Friends and family of people who use drugs • People who use opioids as prescribed • Prescribers • Pharmacists • Youth Audience 17
Constructing the Message 2,3,4 Evidence has helped us understand the effects that media campaign messages can have on prevention outcomes: • Fear related to the strength of a drug is associated with drug-seeking behaviors • Testing with the intended audience increases effectiveness and relevance Message 18
Example: Constructing the Message 19
Tailoring the Message 4 To maximize the impact of your message: • Consult with your intended audience • Make sure your message is aligned with the intended prevention goal • Pay attention to how you describe the target audience and communicate your message (that is, the language you use) Message 20
Language and Message Reception 5,6,7 Health messaging language can influence: • Treatment-seeking behavior • Trust with providers • Audience reception of the intended message Message 21
Example: Messaging for People Who Use Drugs 4 22
Where have you Poll heard stigmatizing Question language? 23
Language Considerations Stigmatizing language to avoid: • Direct portrayals of a “bad guy” and “victim” • Messages that exaggerate the dangers of use or take a moralistic stand • Racism, classism, and ageism 24
Questions? 25
Considerations for Media Campaign Implementation
Example: MOON Study 8 Maximizing OpiOd Safety with Naloxone (MOON) Study • Purpose Reduce harm from opioid-related adverse events Safer use of opioids and increase patient awareness Increase access to naloxone as a rescue medication • Approach Public health campaign on opioid safety, overdose awareness, availability of naloxone Pharmacy focus to increase naloxone distribution and patient safety education, and strengthen current systems such as Prescription Drug Monitoring Programs 27
MOON Study Poster Contest Participants tasked with developing a poster for: • People prescribed opioids, caregivers • People who use drugs, caregivers Message: • What naloxone is and what it’s used for, what products look like, how to get it at pharmacies/ clinics • Risks of opioid use, need for naloxone, where to get it 28
MOON Study Winning Poster 29
MOON Study Winning Poster 30 Get naloxone. Ask the pharmacy.
MOON Study Winning Poster 31
MOON Study Winning Poster 32 32
MOON Study Winning Poster 33 33
MOON Study Focus Groups: Products Beyond Posters 9,10 • Academic detailing materials: Focus on health providers, professionals • Promotional materials: Tools to encourage people to “ask” for or take home naloxone if offered • Secret shopper idea: Empower communities to adopt and support naloxone access • Alternative media: Radio and social media to connect with important sub/populations 34 34
MOON Study: Testing the Message Include your target audience in message testing process by: • Using focus groups to gather formal feedback • Seeking out opportunities to gather informal feedback from individuals, community members, and other consumers Message 35
Lessons from the Field
Guest Presenters Tessie Castillo, BA Jessica Hawkins, MA North Carolina Harm Oklahoma Department of Mental Health Reduction Coalition and Substance Abuse Services 37
North Carolina Harm Reduction Coalition Media Campaign Examples: Naloxone Access and Good Samaritan Law Awareness Anti-Stigma Education Tessie Castillo, BA Advocacy and Communications Coordinator North Carolina Harm Reduction Coalition
Good Samaritan Law Awareness & Naloxone Access Campaign focus: To raise awareness about a new law that increases access to naloxone and protections for people who call 911 to report an overdose Target audience: People at risk for experiencing or witnessing an overdose
Messaging and Media Used Messaging: Media used: Don’t be afraid to Social media call 911 Printed flyers Naloxone is safe PSAs and local and easy to use media How to get free naloxone delivered to you with training
Lessons Learned Word of mouth and flyers/brochures that can be printed and passed along often work best for those who use drugs Less is more Local media has an appetite for stories on opioids — especially if you feed them good interview subjects Become the “go - to” expert
Anti-Stigma Campaign Message: Drug use is a public health issue/drug use affects us all Media: Huffington Post blog/national publications about drug use/listserv/social media/local news Lessons: This campaign was fairly unstructured but attitudes towards drug users have definitely changed in NC
Questions? 46
Communications Campaign to Prevent Prescription Drug Misuse and Opioid Overdose Jessica Hawkins, Senior Director of Prevention Services Oklahoma Department of Mental Health and Substance Abuse Services
Deaths Involving Prescription Drugs, Illicit Drugs, or Alcohol by Year of Death, Unintentional Poisoning, Oklahoma, 2007-2015 800 700 Number of Deaths 600 All poisonings 500 Prescription drugs 400 Alcohol 300 Methamphetamine 200 Cocaine 100 Heroin 0 2007 2008 2009 2010 2011 2012 2013 2014 2015 Year of Death Source: OSDH, Injury Prevention Service, Unintentional Poisonings Database (Abstracted from Medical Examiner reports)
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