Don't Get Me Started Ohio Opiate Crisis Campaign

Background:  In 2007, accidental drug overdose became the leading cause of injury death in Ohio, surpassing motor vehicle crashes and suicide for the first time on record.[1] Similarly, between 1999-2009, the state of Ohio experienced a 900 percent increase in the number of prescription opiates prescribed for pain per Ohio resident. Continuing the State of Ohio’s successful efforts to address the growing problem of prescription drug addiction and overdose, Orman Hall, director of the Ohio Department of Alcohol and Drug Addiction Services (ODADAS), announced the launch of a new campaign called, Don’t Get Me Started, a statewide public service campaign that speaks to young adults and their friends and family.  The new initiative is a partnership between ODADAS and the Ohio Association of County Behavioral Health Authorities (OACBHA).

[1] Source: Ohio Department of Health Office of Vital Statistics

Program background:  The campaign is designed to educate young adults 18-29 about prescription opiate abuse and addiction, reaching out with a message that motivates viewers to steer clear of prescription drug misuse and abuse, while providing information on addiction treatment resources  for themselves or a loved one.   The “Don’t Get Me Started” campaign is the state’s first-ever media campaign addressing the prescription opiate painkiller epidemic. “Don’t get me started” speaks to young adults and their friends and families about the devastation prescription painkiller abuse causes.

Evaluation Methods and Results:  The messaging was tested using a web-based 72-hour survey that garnered more than 300 responses and several focus group audiences, as well as stakeholder focus goups.  A statewide pre-campaign phone survey was done to measure knowledge and attitudes prior to the campaign launch and this survey will be repeated after one year.  Website metrics are being tracked as well.  Results are currently being compiled, but this campaign has garnered significant and ongoing statewide media attention.

Conclusions:  To reach specific demographics and stay within the parameters of effective public education and prevention practices, extensive preparation and testing is needed.  This campaign was seeded with federal prevention funding, but after the first three months, the effort becomes grassroots driven.  Social media tactics have a major role in any messaging for 14-29 year-olds.

Implications for research and/or practice:  A multi-layered, cross-systems approach is a challenge to coordinate, but has the best opportunity for long-term success in communicating effective messages and strategies regarding a public health crisis.  The Don't Get Me Started campaign has garnered interest from a number of other states that are just entering the realm of messaging this issue and developing strategies to address it.  Ohio's cross-systems efforts have laid the groundwork for effecting change to reduce opiate addiction and overdose deaths on a number of fronts, including public education.