Lobby Poll developed a media campaign? 1 CAPT WEBINAR June 13, - - PowerPoint PPT Presentation

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Lobby Poll Have you ever developed a media campaign?

CAPT WEBINAR

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

June 13, 2017

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Facilitator

Amanda Dougherty

Training and Technical Assistance Associate SAMHSA's CAPT

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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.

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Presenters

Traci Green, PhD, MSc

Deputy Director Injury Prevention Center Boston Medical Center

Maya Doe Simkins, MPH

Overdose Prevention Researcher & Educator SAMHSA’s CAPT

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Guest Presenters

Tessie Castillo, BA

North Carolina Harm Reduction Coalition

Jessica Hawkins, MA

Oklahoma Department of Mental Health and Substance Abuse Services

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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

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Today’s Discussion

Setting the Stage Developing NMUPD Media Campaigns Lessons from the Field Considerations for Media Campaign Implementation

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Setting the Stage

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Poll Question

What prevention priorities (for example, underage drinking, non-medical use of prescription drugs) have you addressed using media campaigns?

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What’s Under the Media Campaign ‘Umbrella’?

Social Marketing Social Norms Campaigns Social Media Utilization Education Materials

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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

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When to Use Media Campaigns1

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

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Key Components for… Goal Audience Message

Developing NMUPD Media Campaigns

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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

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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

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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

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Constructing the Message2,3,4

Evidence has helped us understand the effects that media campaign messages can have on prevention

• utcomes:
• Fear related to the strength of a drug is

associated with drug-seeking behaviors

• Testing with the intended audience increases

effectiveness and relevance

Message

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Example: Constructing the Message

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Tailoring the Message4

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

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Language and Message Reception5,6,7

Health messaging language can influence:

• Treatment-seeking behavior
• Trust with providers
• Audience reception of the intended message

Message

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Example: Messaging for People Who Use Drugs4

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Poll Question

Where have you heard stigmatizing language?

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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

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Questions?

Considerations for Media Campaign Implementation

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Example: MOON Study8

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

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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

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MOON Study Winning Poster

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MOON Study Winning Poster

Get naloxone. Ask the pharmacy.

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MOON Study Winning Poster

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MOON Study Winning Poster

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MOON Study Winning Poster

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MOON Study Focus Groups: Products Beyond Posters9,10

• Academic detailing materials: Focus on health

providers, professionals

• Promotional materials: Tools to encourage

people to “ask” for or take home naloxone if

• ffered
• Secret shopper idea: Empower communities to

adopt and support naloxone access

• Alternative media: Radio and social media to

connect with important sub/populations

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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

Lessons from the Field

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Guest Presenters

Tessie Castillo, BA

North Carolina Harm Reduction Coalition

Jessica Hawkins, MA

Oklahoma Department of Mental Health and Substance Abuse Services

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:

 Don’t be afraid to

call 911

 Naloxone is safe

and easy to use

 How to get free

naloxone delivered to you with training Media used:

 Social media  Printed flyers  PSAs and local

media

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

• pioids—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

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Questions?

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

Source: OSDH, Injury Prevention Service, Unintentional Poisonings Database (Abstracted from Medical Examiner reports)

Deaths Involving Prescription Drugs, Illicit Drugs, or Alcohol by Year of Death, Unintentional Poisoning, Oklahoma, 2007-2015

100 200 300 400 500 600 700 800 2007 2008 2009 2010 2011 2012 2013 2014 2015 Number of Deaths Year of Death

All poisonings Prescription drugs Alcohol Methamphetamine Cocaine Heroin

Substances Involved in Unintentional Poisoning Deaths, Oklahoma, 2011-2015

Source: OSDH, Injury Prevention Service, Unintentional Poisonings Database (Abstracted from Medical Examiner reports)

The Approach

• Multi-faceted
• Governor’s support for

stakeholder task force

• Developed comprehensive state

plan focusing on all levels of intervention

• A comprehensive array of

efforts are underway in Oklahoma

P R E V E N T I O N & C O M M U N I C AT I O N S M O N I TO R I N G & D I V E R S I O N C O N T R O L I N T E R V E N T I O N & T R E AT M E N T

 Opioid Prescribing Guidelines  Continuing Medical Education  Statewide Disposal Program  Communication Campaign  Community-Level Prevention Coalitions

and Services

 Medication Assisted Treatment  State Legislation

• Hydrocodone Limits
• Overdose Education and Naloxone

Distribution

• Required Use of the PDMP
• PDMP Data Sharing

Commitments to Action

Communications Campaign Aims

E V I D E N C E - I N F O R M E D & FA C T UA L SY M PAT H E T I C N A R R AT I V E S S I M P L I F I E D S O LU T I O N S & C A L L S TO A C T I O N

Web & Social Media Earned Media Television Print Material

LOCAL COMMUNITIES integrate communications

 Utilization of community lock boxes increased 89%.  Utilization of TBEs increased 120%.  Community members reporting that they did not share leftover prescriptions in the past year increased 6%.  Community members reporting they save leftover prescriptions to share decreased 71%. Community Communications Decrease Availability Policy Change Utilized a variety

• f media outlets:

TV, radio, newsprint, flyers

Held 3 Take Back Events that collected 1,324 lbs

• f medication.

Worked with community agencies to improve medication storage disposal

• practices. 50% of

contacted agencies enhanced policies. Distributed 238 Lock Boxes to agencies (50) and individuals (188)

New Directions

• Full TAP review and refresh
• Development of overdose

prevention specific messaging and outputs

• Identifying, messaging to

niche markets - small but specific, well-defined populations

• Use of more diverse

technology platforms – texting, web applications

w w w . f a c e b o o k . c o m / O D M H S A S @ O D M H S A S I N F O @ t e r r i w h i t e o k Ta k e A s P r e s c r i b e d . o r g

Contact

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Questions?

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Summary

• Media campaigns to prevent NMUPD and
• verdose should include a well-defined

prevention goal, audience, and prevention message.

• Language has a large impact on reception.
• As part of implementation, test the message with

your target audience.

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CAPT Resources

Where to Find Out More Information

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Newest CAPT Resources

• Media Campaigns to Prevent Prescription Drug and

Opioid Misuse

• Media Campaigns to Prevent Prescription Drug, Youth

Marijuana Misuse, and Underage Drinking: Evidence of Effectiveness

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Additional CAPT Resources

• The Messenger Matters: Using Social Media Influencers

and Content Champions to Promote Prevention Efforts

• Harnessing the Power of Social Media across SAMHSA’s

Strategic Prevention Framework

• Strategies for Working with the Media
• Assessing Readiness to Use Social Media for Prevention
• Grantee Story: Pennsylvania Creates Statewide Opioid

Misuse Prevention Media Campaign

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Coming Soon!

Webinars in Development

• Best Practices for Developing

Communication Strategies to Prevent NMUPD & PDO

• Approaches for Evaluating

Media Campaigns and Other Communication Strategies to Prevent NMUPD & PDO

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Final Questions or Thoughts?

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Contact Information

If you have questions or comments about this webinar, please don’t hesitate to contact:

Amanda Dougherty

Training and Technical Assistance Associate adougherty@edc.org 312-962-4558

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Evaluation

Please take the time to complete a brief feedback form: https://www.surveymonkey.com /r/feedback-CAPT-1912 Thank you for sharing your thoughts!

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References

1. NHS Health Development Agency (2004). The effectiveness of public health campaigns. London- Health Development Agency BRIEFING No. 7. Available at: http://www.emcdda.europa.eu/attachements.cfm/att_94034_EN_Effectiveness%20of%20Mass%20Media%20ca mpaigns%20HDA.pdf 2. Miller, P. G. (2007). Media reports of heroin overdose spates: Public health messages, moral panics or risk advertisements?. Critical Public Health, 17(2), 113-121. 3. Kerr, T., Small, W., Hyshka, E., Maher, L., & Shannon, K. (2013). ‘It's more about the heroin’: Injection drug users' response to an overdose warning campaign in a Canadian setting. Addiction, 108(7), 1270-1276. 4. Soukup-Baljak, Y., Greer, A. M., Amlani, A., Sampson, O., & Buxton, J. A. (2015). Drug quality assessment practices and communication of drug alerts among people who use drugs. International Journal of Drug Policy, 26(12), 1251-1257. 5. Van Boekel, L. C., Brouwers, E. P., Van Weeghel, J., & Garretsen, H. F. (2013). Stigma among health professionals towards patients with substance use disorders and its consequences for healthcare delivery: systematic review. Drug and Alcohol Dependence, 131(1), 23-35. 6. Guttman, N., & Salmon, C. T. (2004). Guilt, fear, stigma and knowledge gaps: ethical issues in public health communication interventions. Bioethics, 18(6), 531-552. 7. Kees, J., Burton, S., Andrews, J.C., & Kozup, J. (2010). Understanding how graphic pictorial warnings work on cigarette packaging. Journal of Public Policy & Marketing, 29(2), 265-276. 8. Maximizing Opioid Safety with Naloxone (MOON) Study. (2017). Retrieved from https://www.bmc.org/research/maximizing-opioid-safety-naloxone-moon-study

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References

9. Nemec, P. B. (2011). Academic detailing. Psychiatric rehabilitation journal, 34(3), 257.

• 10. Wahl, K. R., Woolf, B. L., Hoch, M. A., Zillich, A. J., & Hudmon, K. S. (2015). Promoting pharmacy-based

referrals to the tobacco quitline: A pilot study of academic detailing administered by pharmacy students. Journal of Pharmacy Practice, 28(2), 162-165.