The PA Opioid Prevention Project is a state-wide multi-media, opioid misuse prevention campaign targeting youth, ages 14-18. Funded by the Pennsylvania Commission on Crime and Delinquency, the campaign’s goal is to empower teens and parents with education, knowledge and resources to make healthy choices.
What’s unique about the project is that it’s developed by teens, for teens. In order to address key issues from a youth perspective, Public Health Management Corporation (PHMC) assembled the Pennsylvania Youth First Council to develop the campaign’s creative approach, style and messaging. In addition to the resources and education available on the website, the PA Opioid Prevention Project includes outdoor advertising, targeted youth and parent social media advertisements, and youth videos. The campaign’s strategies were tested using marketing best practices, research, evaluation, focus groups and competitive analysis.
In Pennsylvania, 13 people die every day from drug overdose. Of the 4,642 individuals who died from drug overdoses in 2016, 85 percent resulted from prescription or illicit opioid use. The only way to have a meaningful and sustainable impact on the opioid epidemic is to devote resources to education, prevention strategies, intervention and treatment.
The campaign’s tagline, “It’s your move,” encourages teens and parents to learn more about the opioid crisis and advocate for prevention, safety and wellness in their schools and communities.