Communicating the Risks and Preventing Misuse of Opioids to Young Adults & Beyond
Over the Dose (OTD) is an opioid misuse prevention campaign that reduces recreational use of opioids among Vermont young adults. It breaks down misconceptions around the perceived safety of using prescription opioids recreationally by filling in important gaps in knowledge that are relevant and believable to the target audience. OTD communicates the specifics of what opioids are, identifies what types of medications are opioids, including common brands and street names, and communicates the dangers of using opioids recreationally or not as prescribed, including heightened risks associated with combining with alcohol. In the short time since OTD has launched, 45% of homepage visitors completed the entire experience, spending an average of 4 minutes on the site. This is 3X the industry average. On social media, engagement rates are 5X higher than industry benchmarks and digital ads boost a click-through rate of 2X the industry average.
1. Describe the barriers to effective opioids communications with distinct audiences.
2. Explain the building blocks of knowledge necessary to for the public to understand opioids risk.
3. Explore how message tailoring, cultural competency, and segmentation apply to opioid communications.
Group Management Director, Substance Education
Prevention Rescue Agency
President and Executive Creative Director