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TRANSCRIPT
Multi-Media PreventionPresenters:• Rosemary Bretthauer-Mueller, Digital Communication and Marketing
Lead, National Center for Injury Prevention and Control, CDC• LeShaundra Cordier Scott, MPH, CHES, Health Communications Team
Lead, National Center for Injury Prevention and Control, CDC• Peter DeBenedittis, PhD, President, Media Literacy for Prevention• Jan Cairnes, BBA, CPP, Director of Prevention Services, Hanley Center
Foundation
Prevention Track
Moderator: Mary Colvin, CPA, MBA, Vice President and Chief Operating Officer, Kentucky Employers’ Mutual Insurance, and Member, Operation UNITE Board of Directors
Disclosures
Rosemary Bretthauer-Mueller; Jan Cairnes, BBA, CPP; Peter DeBenedittis, PhD; LeShaundra Cordier Scott, MPH, CHES; and Mary Colvin, CPA, MBA, have disclosed no relevant, real, or apparent personal or professional financial relationships with proprietary entities that produce healthcare goods and services.
Disclosures
• All planners/managers hereby state that they or their spouse/life partner do not have any financial relationships or relationships to products or devices with any commercial interest related to the content of this activity of any amount during the past 12 months.
• The following planners/managers have the following to disclose:– John J. Dreyzehner, MD, MPH, FACOEM – Ownership interest:
Starfish Health (spouse)– Robert DuPont – Employment: Bensinger, DuPont &
Associates-Prescription Drug Research Center
Learning Objectives1. Describe the CDC’s digital Rx drug overdose prevention
campaign.2. Identify best practices for delivering prevention messages
digitally.3. Compare and contrast Expectancy Challenge Theory and
risk/protective factors as the basis for adolescent prevention programs.
4. Explain how some Florida schools are using media literacy education in single-session prevention programs based on expectancy challenge theory.
5. Provide accurate and appropriate counsel as part of the treatment team.
Prevention Track: Multi-Media Prevention
CDC’s #RxProblem Social Media CampaignTelling Stories to Influence Influencers
DISCLOSURE
Rosie Bretthauer-Mueller has disclosed no relevant, real or apparent personal or professional financial relationships with proprietary entities that produce health care goods and services.
DISCLOSURE
This project was made possible by Michelle Canada, MBA, Erin Connelly, MPAff, Cassie Sheldon Strawn, MA, and many other talented people who remain unnamed because I didn’t want to track down their real or apparent relationships.
LEARNING OBJECTIVES
1. Describe the CDC’s digital Rx drug overdose prevention campaign.2. Identify best practices for delivering prevention messages digitally.3. Compare and contrast Expectancy Challenge Theory and risk/protective
factors as the basis for adolescent prevention programs.4. Explain how some Florida schools are using media literacy education in
single-session prevention programs based on expectancy challenge theory.5. Provide accurate and appropriate counsel as part of the treatment team.
LEARNING OBJECTIVES
1. Describe the CDC’s digital Rx drug overdose prevention campaign.2. Identify best practices for delivering prevention messages digitally.3. Compare and contrast Expectancy Challenge Theory and risk/protective
factors as the basis for adolescent prevention programs.4. Explain how some Florida schools are using media literacy education in
single-session prevention programs based on expectancy challenge theory.5. Provide accurate and appropriate counsel as part of the treatment team.
My Story
• 1 Photo, 6 Words• More influencers than
consumers• Compelling, sharable starter
content• High profile event photo booth• Metrics
The Story of #RxProblem
Who to influence?• influencers of safer prescribing• medical and health professionals• community leaders
Who to engage online?• people whose lives affected• public health allies• coalitions and organizations
Intended Audiences
• Engage decision makers• Visibility• Volume• Tone• Quality, appeal• Create a feeling more
than educate
Outcomes
Avery’s Story
Brad’s Story
Kevin’s Story
Danielle & MelandaJames & Vanessa
Jason
Short Video Stories
Video 1
Marty’s Story
Billy’s Story
Kay’s Story
April’s Story
Dr. Houry’s Story
Rep. Rogers’ and Dr. Frieden’s Story
Rebecca’s Story
onassis217’s Story
Free #RxProblem Materials
Indiana Health Department
Salt Lake County Health Dept.
Hazelden Betty Ford
Barb’s Story
@HHSGov Tweets Story
HHS Secretary Burwell
Sen. Joe Manchin, WV
Sen. Mitch McConnell, KY
Rep. Richard Hudson, NC
Campaign Issue
April 6 – May 15, 2015
• 3,000 tweets – 27 million imp.• 38,000 CDC Facebook video views• 44,000 web views• $73,000 earned media– 77 million imp.– Forbes– Houston Chronicle– San Francisco Chronicle
Metrics
• Supporting July Vital Signs
Integrating Press and Social Media
• Supporting July Vital Signs• 10,000 impressions• 135 engagements (clicks,
retweets, replies)
Integrating Press and Social Media
May 16, 2015 – February 29, 2016
• 1,800 tweets – 10 million impressions• 50% retweets (compared to 71% retweets)• 5,600 CDC YouTube video views• Average 98,000 web views/month
More Metrics
The Story of Chad’s Hope
Video 2
The findings and conclusions in this presentation are those of the authors and do not necessarily represent the views of the U.S. Department of Health and Human Services, or the U.S. Centers for Disease Control and Prevention. Use of trade names and commercial sources is for identification only and does not constitute endorsement by the U.S. Department of Health and Human Services, or the U.S. Centers for Disease Control and Prevention.
Thank you for listening to ours#RxProblem CDC.gov/DrugOverdose @CDCInjury @DebHouryCDC
TELL YOUR STORY
Prescription Drug Overdose: Digital Communications
Multi-Media Prevention
LeShaundra Cordier, MPH, CHESCommunications Team Lead
Division of Unintentional Injury Prevention
CDC’s Injury Center
Disclosure Statement
LeShaundra Cordier, MPH, CHES, has disclosed no relevant, real or apparent personal or professional financial relationships with proprietary entities that produce health care goods and services.
Learning Objectives1. Describe the CDC’s digital Rx drug overdose prevention
campaign.2. Identify best practices for delivering prevention messages
digitally.3. Compare and contrast Expectancy Challenge Theory and
risk/protective factors as the basis for adolescent prevention programs.
4. Explain how some Florida schools are using media literacy education in single-session prevention programs based on expectancy challenge theory.
5. Provide accurate and appropriate counsel as part of the treatment team.
Outline
• The Problem: Prescription Drug Overdose Epidemic
• Process: Communication Planning & Message Development
• Solutions: Digital Communications Efforts• Resources: Tools You Can Use
• More than 40 people die every day from overdoses involving prescription opioids
• A four-fold increase in opioid prescribing created and continues to fuel the epidemic
• Primary care providers account for ~50% of opioid pain medications dispensed
Problem: Prescription Drug Overdose
Process: Communications Planning • Goals and Objectives• Increase awareness about opioids and risk• Address public concerns
• Strategy • Identify and understand audiences• Identify communication barriers
• Implementation• Use appropriate channels and messages• Engagement (when & how)
Process: Developing messages• Target Audiences: patients, providers, & states• Crisis and Risk Communication• Concise and focused• Actionable • Repeated• Clear (use plain language)
• Caring and sharing messages
Solutions: PDO Digital Communications
• Website• Data Visualization (graphics and infographics)• Email platforms (GovDelivery) • CDC Vital Signs• Social Media
Solution: Website• CDC launched a prescription drug overdose responsive
design website – Site consists of over 30 webpages – Designed to integrate PDO specific image- and audience-
based messages– Relaunched as an opioid overdose site Mar 2016
• Goals and objectives: – Increase information sharing and audience knowledge– Drive traffic to new data and accurate messages– Acknowledge action and improve transparency
http://www.cdc.gov/drugoverdose/
Solution: Data Visualization• Helping audiences
understand data• Presenting useful
information in pictorial or graphic form
• Displaying important patterns, trends, concepts in an easily accessible format
Solution: Email Platforms
• Quickly and directly reach large audiences with minimal cost
• Disseminate content regularly or as needed
• Target PDO subscribers and key partners– 53,220 GovDelivery users– 61+ Organizations – 36 States
Solution: CDC Vital Signs
• Monthly report• MMWR Early Release• Graphic fact sheet and media release• PDO Related Vital Signs– Today’s Heroin Epidemic – Opioid Painkiller Prescribing - Where You Live Makes a
Difference– Prescription Painkiller Overdoses - A Growing Epidemic,
Especially Among Women– Use and Abuse of Methadone as a Painkiller – Prescription Painkiller Overdoses in the US
Resources: Tools You Can UsePDO Communications Tools(link to resource page)
• Media materials– Press release– Digital ads & graphics
• Provider & patient materials – Checklist for providers– Fact sheets & posters– Web banners & badges– Social media posts– Publications
Additional Tools• CDC Clear Communication Index http://www.cdc.gov/ccindex/index.html
• Social Media at CDC http://www.cdc.gov/SocialMedia/index.html
Single Session, Evidence BasedAlcohol Prevention
Jan Cairnes. Certified Prevention ProfessionalVice President of Prevention Services
Hanley Center Foundation
Peter DeBenedittis, Ph.D.Media Literacy for Prevention
Alcohol Expectancies:your “beliefs” about the
effects of drinking alcohol
You can determine your alcohol expectanciesby answering the question:
How do you think a person feelsafter a few drinks?
Physical vs. Mental Effects
• Physical effects are direct pharmacological or biological effects of a drug.
• Mental effects are effects people associate with a drug, whether or not they’re really caused by the drug.
• Mental effects “really” happen, but they’re not caused by the drug. They’re placebo effects.
Memory Map of Alcohol Effects
Arousal/Sedation Dimension
Positive/NegativeDimension
Hyper
Forgetful
LoudStupid
Crazy
Dizzy
Sick
Sleepy
Slow
Scared
Cool
Talkative
Active
Carefree
Funny
Friendly
Less NervousOutgoing
FunHappy
SadRelaxed
Smart
Quiet
Sexy
Neurons that Fire Together, Wire Together When two things happen at the same time,your brain makes one thing out of it
The Active Part WinsWhatever part of your brain you’re using determines your behavior
Brain Science Rules To help your read the Alcohol Memory Map
Memory Map of Alcohol Effects
Arousal/Sedation Dimension
Positive/NegativeDimension
Hyper
Forgetful
LoudStupid
Crazy
Dizzy
Sick
Sleepy
Slow
Scared
Cool
Talkative
Active
Carefree
Funny
Friendly
Less NervousOutgoing
FunHappy
SadRelaxed
Smart
Quiet
Sexy
Barriers to School-Based Prevention
Peter DeBenedittis, Ph.D.Media Literacy for Prevention
Jan Cairnes, CPPVice President of Prevention Services
Hanley Center [email protected]
561-841-1122
Multi-Media PreventionPresenters:• Rosemary Bretthauer-Mueller, Digital Communication and Marketing
Lead, National Center for Injury Prevention and Control, CDC• LeShaundra Cordier Scott, MPH, CHES, Health Communications Team
Lead, National Center for Injury Prevention and Control, CDC• Peter DeBenedittis, PhD, President, Media Literacy for Prevention• Jan Cairnes, BBA, CPP, Director of Prevention Services, Hanley Center
Foundation
Prevention Track
Moderator: Mary Colvin, CPA, MBA, Vice President and Chief Operating Officer, Kentucky Employers’ Mutual Insurance, and Member, Operation UNITE Board of Directors