Early Evidence of an Opioid Education Campaign : A Case Study of Rhode Island
CONTEXT: The opioid crisis poses a significant burden at a national level, and certain states have seen particularly high rates of misuse, addiction, and overdose. In 2017, Rhode Island reported opioid-related deaths nearly twice the national average.
OBJECTIVE: To test message efficacy and evaluate the effectiveness of campaign messaging to shift attitudes/beliefs related to opioid misuse in Rhode Island.
DESIGN: In phase 1, near-final versions of 6 advertisements were shown to a sample of the target audience via an online survey portal to assess responses to the messages (N = 1210). Phase 2 of the study employed a pre/posttest design whereby 2 cross-sectional surveys were conducted, first prior to the campaign launch (N = 456) and another survey 6 months later in Rhode Island (N = 433).
SETTING: Phase 1 was conducted online using a nationally representative panel, and phase 2 included a convenience sample of participants in Rhode Island recruited to undergo an online survey.
PARTICIPANTS: Eighteen- to 29-year-old members of a nationally representative online panel (phase 1) and 15- to 34-year-olds living in the state of Rhode Island during data collection periods.
MAIN OUTCOME MEASURE(S): Empathy and destigmatization ("someone like me could become addicted..." and "those who are dependent on prescription opioids are victims") and perceived risk of developing dependence on opioids.
RESULTS: In both phases, there was an increase in empathy ("someone") (phase 1: pretest [31%], posttest [42%; z = 5.5, P < .0001] and phase 2 [34% baseline vs 41% follow-up; z = 2.0, P = .04]) and destigmatization ("victims") (phase 1: pretest [54%], posttest [58%; z = 2.2, P = .01] and phase 2 [46% baseline vs 54% follow-up; z = 2.2, P = .03]). There was also an increase in perceived risk: phase 1 (pretest [65%], posttest [75%; z = 5.4, P < .0001]) and phase 2 (66% baseline vs 74% follow-up; z = 2.5, P = .01).
CONCLUSIONS: This study demonstrated the potential efficacy of a media campaign to shift young adults' opioid-related attitudes.
| Medienart: |
E-Artikel |
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| Erscheinungsjahr: |
2020 |
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| Erschienen: |
2020 |
| Enthalten in: |
Zur Gesamtaufnahme - volume:26 |
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| Enthalten in: |
Journal of public health management and practice : JPHMP - 26(2020), 3 vom: 01. Mai, Seite 252-258 |
| Sprache: |
Englisch |
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| Beteiligte Personen: |
Rath, Jessica M [VerfasserIn] |
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| Links: |
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| Themen: |
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| Anmerkungen: |
Date Completed 26.04.2021 Date Revised 26.04.2021 published: Print Citation Status MEDLINE |
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| doi: |
10.1097/PHH.0000000000001154 |
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| funding: |
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| Förderinstitution / Projekttitel: |
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| PPN (Katalog-ID): |
NLM308207599 |
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| 100 | 1 | |a Rath, Jessica M |e verfasserin |4 aut | |
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| 500 | |a Date Revised 26.04.2021 | ||
| 500 | |a published: Print | ||
| 500 | |a Citation Status MEDLINE | ||
| 520 | |a CONTEXT: The opioid crisis poses a significant burden at a national level, and certain states have seen particularly high rates of misuse, addiction, and overdose. In 2017, Rhode Island reported opioid-related deaths nearly twice the national average | ||
| 520 | |a OBJECTIVE: To test message efficacy and evaluate the effectiveness of campaign messaging to shift attitudes/beliefs related to opioid misuse in Rhode Island | ||
| 520 | |a DESIGN: In phase 1, near-final versions of 6 advertisements were shown to a sample of the target audience via an online survey portal to assess responses to the messages (N = 1210). Phase 2 of the study employed a pre/posttest design whereby 2 cross-sectional surveys were conducted, first prior to the campaign launch (N = 456) and another survey 6 months later in Rhode Island (N = 433) | ||
| 520 | |a SETTING: Phase 1 was conducted online using a nationally representative panel, and phase 2 included a convenience sample of participants in Rhode Island recruited to undergo an online survey | ||
| 520 | |a PARTICIPANTS: Eighteen- to 29-year-old members of a nationally representative online panel (phase 1) and 15- to 34-year-olds living in the state of Rhode Island during data collection periods | ||
| 520 | |a MAIN OUTCOME MEASURE(S): Empathy and destigmatization ("someone like me could become addicted..." and "those who are dependent on prescription opioids are victims") and perceived risk of developing dependence on opioids | ||
| 520 | |a RESULTS: In both phases, there was an increase in empathy ("someone") (phase 1: pretest [31%], posttest [42%; z = 5.5, P < .0001] and phase 2 [34% baseline vs 41% follow-up; z = 2.0, P = .04]) and destigmatization ("victims") (phase 1: pretest [54%], posttest [58%; z = 2.2, P = .01] and phase 2 [46% baseline vs 54% follow-up; z = 2.2, P = .03]). There was also an increase in perceived risk: phase 1 (pretest [65%], posttest [75%; z = 5.4, P < .0001]) and phase 2 (66% baseline vs 74% follow-up; z = 2.5, P = .01) | ||
| 520 | |a CONCLUSIONS: This study demonstrated the potential efficacy of a media campaign to shift young adults' opioid-related attitudes | ||
| 650 | 4 | |a Journal Article | |
| 650 | 4 | |a Research Support, Non-U.S. Gov't | |
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| 700 | 1 | |a Barton, Alexis A |e verfasserin |4 aut | |
| 700 | 1 | |a Kreslake, Jennifer M |e verfasserin |4 aut | |
| 700 | 1 | |a Geraci, John |e verfasserin |4 aut | |
| 700 | 1 | |a Palmerini, Maureen |e verfasserin |4 aut | |
| 700 | 1 | |a Coderre, Tom |e verfasserin |4 aut | |
| 700 | 1 | |a Vallone, Donna M |e verfasserin |4 aut | |
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