week four dicussion post. respond to each students x2 powerpoint presentation with the questions listed from the initial discussion point word doc.
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RxAwarenessEngintunca.pptx
Rx Awareness
Chelsea Engintunca
Introduction
Prescription opioids are often prescribed post surgery or injury to treat moderate-to-severe pain or for health conditions such as cancer. In recent years, there has been an increase in the use of prescription opioids for chronic pain unrelated to terminal illnesses, despite the serious risks and lack of evidence about their long-term effectiveness.
In 2018, approximately 10.3 million people aged 12 or older misused opioids in a twelve-month period. Additionally, approximately 2.1 million people aged 12 or older suffer from an opioid use disorder (SAMHSA, 2020).
About the campaign: RX Awareness
In 2017, the Centers for Disease Prevention and Control created the RX Awareness campaign. This campaign tells stories of people whose lives have been impacted by prescription opioids. The target audience is adults aged 25 to 54 who have taken opioids for medical use or have misused opioids (CDC, 2020).
RX Awareness campaign goals:
Increase awareness that prescription opioids can be highly addictive and dangerous.
Lower prescription opioid misuse.
Increase the number of patients seeking non-opioid pain management treatment.
Increase awareness about recovery and reduce the stigma of opioid dependency/use.
RX Awareness continued
Pilot testing was conducted in for 14 weeks in 9 high-burden counties in 4 states. (Ohio, Oregon, Rhode Island, and West Virginia)
States were selected based on reach of participants’ readiness to implement a campaign and level of interest (CDC, 2017).
An assessment of the pilot was explored through the targeted audience’ exposure to and their perceptions of the series of messages and materials from the campaign.
The campaign launch was created for states, coalitions, and communities to implement across the country. Various groups utilized campaign materials such as testimonial videos, virtual advertisements, radio ads, billboards, newsletters, postcards, and posters (CDC, 2017).
Interpersonal level
Interpersonal channels such as friends, family members, counselors, or coaches of intended audience help put health messages into familiar context. This method of delivery is effective in affecting attitudes, skills, and behavior intent (U.S. Department of Health and Human Services, n.d.).
Method: Postcards, factsheets, and infographics
Audience: General public, people in recovery
They are easy to carry and allow for easy distribution and dissemination of campaign information and awareness about prescription opioid misuse and dependency (Bensley & Brookins-Fisher, 2009).
Postcards and factsheets are provided directly through the CDC and represent storytellers that have first hand experience.
Group level
Group channels help programs reach more people of an intended audience in retaining influence from interpersonal channels (U.S. Department of Health and Human Services, n.d.).
Method: Billboards, posters, and advertisements
Audience: General public, people on the go
They are easily displayed, raise awareness and communicate information briefly to an audience on the move (Brookins-Fisher, 2009).
RX Awareness utilizes this health promotion method while offering quality resource materials from the CDC and highlight the inclusivity that anyone can experience prescription opioid misuse or dependency.
Organizational/Community level
Organizations, such as state or local government, and community groups or coalitions can disseminate material that include campaign messages in newsletters and social media that offer resources related to the message (U.S. Department of Health and Human Services, n.d.).
Method: Matte newsletters, YouTube videos, and social media banners for Twitter and Facebook.
Audience: People that receive/share news from the internet, journalists, bloggers
Newsletters and video methods provide influence from internal factors and empathy by showing storytellers in various roles that make it easy to associate to the audience’s everyday life. For example, athletes experience injuries and may have experienced prescription opioid misuse.
Britton’s Rx Awareness Story
Source: https://youtu.be/b3mvygjPooM
Societal level
Method: Videos via Youtube, 30-second testimonial videos, radio advertisements, online search advertisements, 5-second bumper digital video advertisements
Audience: General public
These media methods are the cornerstone of the Rx Awareness campaign that feature individuals that are living or recovering from prescription opioid use disorder, as well as family members that have been affected by prescription opioid use. The testimonials are intended to reach the audience by providing real-life accounts of dangers associated with prescription opioids (CDC, 2017).
Source: https://youtu.be/EsAgnVMWxBc
References
Bensley, R., Brookins-Fisher, J. (2009). Community health education methods [eBook edition]. Jones and Bartlett.
Centers for Disease Prevention and Control. (2021). Rx awareness. https://www.cdc.gov/rxawareness/index.html
Centers for Disease Prevention and Control. (2017). Addressing the prescription opioid crisis: CDC rx awareness campaign overview.
https://www.cdc.gov/rxawareness/pdf/Overview-Rx-Awareness-Resources.pdf
Substance Abuse and Mental Health Services Administration. (2020). Opioid Overdose. https://www.samhsa.gov/medication-assisted-treatment/medications-counseling-related-conditions/opioid-overdose
Nkanunye, C., Obiechina, G. (2017). Health communication strategies as gateway to effective health promotion and well-being. J Med Res Health Education, Vol. 1 No. 3:13
U.S. Department of Health and Human Services. (n.d.). Making health communication programs work. NIH, NCI. https://www.cancer.gov/publications/health-communication/pink-book.pdf
