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)

– 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 logo

Campaign Identity

• Campaign Web site

Campaign Identity

• Campaign Television Spot (“Long Nap”)

Campaign Identity

• Campaign Radio Spot (“Poison Control Center”)

Campaign Identity

• Generating Media Coverage

Campaign Identity

• Community Events

Measured Results

• Web site visits

Measured Results

• Press Coverage ($279,900 in publicity value)

Measured Results

• Collateral Materials

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 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 Results

• Traveling Displays

– Utah Senior Expo

– Cammi Awards (Ogden)

– Utah State Capitol

– SLC Library

– Megaplex Movie Theaters

– Media segments (Good Things Utah)

– Conferences

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 Results

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

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.”

Any Questions?