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Use only as directed campaign. Concepts to Results. Presented by: Vanguard Media Group June 23, 2009. www.useonlyasdirected.org. Overview of Presentation. Initial Research Campaign Identity Measured Results Conclusion. Initial Research. Key Findings (among 23 of 29 counties)

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use only as directed campaign concepts to results

Use only as directed campaign. Concepts to Results

Presented by:

Vanguard Media Group

June 23, 2009

www.useonlyasdirected.org

overview of presentation
Overview of Presentation
  • Initial Research
  • Campaign Identity
  • Measured Results
  • Conclusion
initial research
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
campaign identity
Campaign Identity
  • Campaign logo
campaign identity5
Campaign Identity
  • Campaign Web site
campaign identity6
Campaign Identity
  • Campaign Television Spot (“Long Nap”)
campaign identity7
Campaign Identity
  • Campaign Radio Spot (“Poison Control Center”)
campaign identity8
Campaign Identity
  • Generating Media Coverage
campaign identity9
Campaign Identity
  • Community Events
measured results
Measured Results
  • Web site visits
measured results11
Measured Results
  • Press Coverage ($279,900 in publicity value)
measured results12
Measured Results
  • Collateral Materials
measured results13
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…
measured results14
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
measured results15
Measured Results
  • Traveling Displays
    • Utah Senior Expo
    • Cammi Awards (Ogden)
    • Utah State Capitol
    • SLC Library
    • Megaplex Movie Theaters
    • Media segments (Good Things Utah)
    • Conferences
measured results16
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)
measured results17
Measured Results
  • Reduction in number of deaths (largest in 14 years)
conclusion
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 didn’t have to go through the pain of losing a loved one because of misuse of prescription pain medications.”