Opioids


There were over 72,000 opioid-related deaths in the US in 2017 according to the Centers for Disease Control. While there is no silver bullet to stop the opioid epidemic, we can use tailored strategies to change knowledge and social norms around safe use, misuse, and the over-prescription of opioids.

We use the following approaches to prevent non-medical opioid use by teens, young adults, and adults.

INCREASING KNOWLEDGE TO DECREASE OPIOID USE


Individuals suffering from opioid use disorder and overdose are often unaware of the risks of the drugs they are taking. To address this, many opioid prevention campaigns highlight the worst possible consequences, such as overdose and death. However, with little knowledge of what opioids are or how they work, many people do not believe or understand these campaigns until the consequences personally affect them or a loved one.

Instead, Rescue implements its Decision Blocks™ framework to deliver pieces of new and relevant information in a logical sequence to increase the audience’s perception of risk. We address the foundational knowledge gaps that prevent consequence-based messaging from having their intended impact, and work to increase the relevance of risk to the audience in order to dissuade misuse.

SHIFTING NORMS TO DECREASE RECREATIONAL OPIOID USE


Some people use opioids recreationally because they assume that as a prescription drug, they are safe. Others think they are safe because people in their social circles use them. Preventing misuse requires shifting the audience’s perception of prescription drugs and personal risk, and their understanding of addiction.

Our opioid prevention campaigns depict relatable situations and provide a progressive series of educational messages tailored to high-risk audiences. With the right understanding of audience values and insights, these campaigns highlight opioid risk in a socially relevant way.

LEARN MORE


To learn more about our work in opioids, or to learn about how we can help reduce opioid misuse in your community, please contact:

Sophia Lerdal
Director of Strategic Initiatives
sophia@rescueagency.com

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