The Truth About Opioids: A National Campaign to Prevent Prescription Opioid Misuse in Young Adults

Theoretical Background and research questions/hypothesis:

Using mass media to influence health-related behavior can be extremely efficient, given the size of the potential audience and the increasing rates of media utilization across multiple devices. The national, anti-tobacco mass media campaign, truth, is uniquely positioned to address the growing opioid crisis using similar strategies that we have employed for our national anti-tobacco media campaign since 2000. The purpose of this study was to understand the role of a mass media opioid misuse prevention campaign, determine measures, and test concepts designed to change attitudes around prescription opioid misuse and abuse.

Methods:

The campaign development data was collected from over 6,000 young adults ages 15-34. Initial online surveys assessed knowledge of the epidemic and attitudes regarding misuse. Forced exposure studies tested concepts and polished advertisements through focus groups, surveys, and online discussion boards to understand ad effectiveness for the communication of the message and emotional response.

Though formative and outcome evaluation work on targeted constructs is ongoing, an in-field study with an online convenience sample was conducted before and after launch of one ad to measure potential shift in attitudes around the main message of that ad. Surveys to evaluate ad effectiveness were disseminated before launch and 2 and 4 weeks after launch. Questions were asked about participants’ attitudes toward those with opioid addiction, the importance of the ad message and their likelihood of seeking more information about the opioid epidemic. Comparisons between means from pre- to both post-launch surveys were made using t-tests.

Results:

Formative research results indicated a clear need for education. For example, among the youth and young adults interviewed, we found that leftover prescriptions were sold or given away with no stigma attached to doing so. We also found that among our target audience, truth as a brand was viewed as a natural fit to take on the issue of the opioid crisis. Ad testing narrowed down concepts and revealed a need for a call to action and message of hopefulness. Digital metrics suggest a strong online presence for the campaign since the June 2018 launch, with over 92 million digital video views, almost 3 million social media engagements and 1.8 million unique website visits.

The in-field testing revealed that, relative to pre-launch levels, at three weeks post launch respondents endorsed less stigmatizing statements and endorsed the importance of a message of overcoming addiction.

Conclusions:

The long-term goal of the truth anti-opioids campaign is to change attitudes around misuse and risk in order to decrease intention to misuse prescription opioids and decrease stigmatizing attitudes toward those suffering from addiction.

Implications for research and/or practice:

Campaign development strategies, including the digital activation, can be replicated at a state or local level.