Use only as directed campaign' Concepts to Results

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Use only as directed campaign. Concepts to
Results

• Presented by
• Vanguard Media Group
• June 23, 2009

www.useonlyasdirected.org
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Overview of Presentation

• Initial Research
• Campaign Identity
• Measured Results
• Conclusion

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Initial Research

• Key Findings (among 23 of 29 counties)
• Dangers of Rx meds Addiction/Abuse/Misuse/OD
• Perception is that ages 20-34 are most at risk
• 93 say Rx meds are misused
• 58 say that sharing Rx meds is Very Dangerous
• Dr.s and Pharmacies are primary sources of info
• Most people have NOT seen info about Rx
  medications at Dr.s offices or pharmacies

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Campaign Identity

• Campaign logo

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Campaign Identity

• Campaign Web site

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Campaign Identity

• Campaign Television Spot (Long Nap)

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Campaign Identity

• Campaign Radio Spot (Poison Control Center)

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Campaign Identity

• Generating Media Coverage

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Campaign Identity

• Community Events

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Measured Results

• Web site visits

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Measured Results

• Press Coverage (279,900 in publicity value)

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Measured Results

• Collateral Materials

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Measured Results

• Collateral Materials Produced v. Distributed
• Bookmarks 80,000
• Window Clings 5,000
• Posters 10,000
• Patient Cards 30,000
• Everything has been distributed

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Measured Results

• Collateral Materials Produced v. Distributed
• Sent to more than 240 people/organizations
• Pharmacies
• Valley Mental Health
• Dentists
• Universities (U of U and BYU)
• Libraries
• Many others

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Measured Results

• Traveling Displays
• Utah Senior Expo
• Cammi Awards (Ogden)
• Utah State Capitol
• SLC Library
• Megaplex Movie Theaters
• Media segments (Good Things Utah)
• Conferences

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Measured Results

• Research Results
• 48 of Utah residents recall seeing the
  commercial
• Majority (62) saw it more than 5 times
• 34 said media messages made them a Great Deal
  more aware (53 at least somewhat)
• Great information on disposal of medications
• 69 say person prescribed medication is
  responsible for managing it (48 - Doctors)

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Measured Results

• Reduction in number of deaths (largest in 14
  years)

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Conclusion

• Quote from recent news release
• While we are happy to see our numerous efforts
  to educate the public about the potential dangers
  of prescription pain medications have begun to
  pay off, we still face a significant challenge in
  reducing the number of deaths even further, said
  UDOH Executive Director Dr. David Sundwall. I
  do take comfort, though, in knowing that 40 Utah
  families didnt have to go through the pain of
  losing a loved one because of misuse of
  prescription pain medications.

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Any Questions?