Prescriptions Can Lead to Addiction
Ohio’s Cuyahoga County comes together in an unprecedented awareness blitz: “Know the Risks”
Cuyahoga County is in the middle of a public health crisis, with more than 600 heroin, cocaine and fentanyl deaths in 2016, and a projection of up to 850 deaths in 2017.
These devastating numbers led to the formation of a task force made up of individuals from local hospitals, Cuyahoga County, the US Attorney's Office and the Medical Examiner's Office. The task force, mostly comprised of marketing and communications professionals, determined to use the power of media and communication to fight the deadly local opioid epidemic.
Much of the community efforts have been focused on treating addicts, supporting families, controlling the spread of deadly drugs, arresting dealers and performing autopsies on the deceased. The task force saw an opportunity to educate the general public about a critical component of addiction:
According to the Centers for Disease Control, four out of five new heroin users started with an addiction to prescription opioids.
The task force has amassed an unprecedented pro bono effort to generate awareness regarding the risks of opioid prescription abuse. The collaborative effort “Know the Risks” pulls together local agencies, production companies, most major media outlets in the county, area hospitals and many other community partners.
The campaign started with local advertising agency Doner, who created an awareness campaign, free of charge. Global Prairie is donating time to lead the accompanying social media effort. Northeast Ohio media outlets including television, radio, billboard, print, digital and online, are all donating air time for commercials and extensive news coverage, including a live phone bank on April 6 from 5 to 11:30 p.m.
“Cuyahoga County is in the throes of a crisis. We are considered by many as a model for best practices for attacking this epidemic. Even so, people continue to die,” said Cuyahoga County Executive Armond Budish. “This region is known for our innovation and our collaboration and this effort is a perfect example of the way that our community comes together time and again to confront our most serious challenges. I extend my sincerest thanks and appreciation for all those involved in this critical effort.”
“Everything we have been successful at as a City we have done as a community,” said Mayor Frank G. Jackson. “The same is true as we face this opioid epidemic.”
“What the Cleveland area media is doing is truly unprecedented,” said Christine Merritt of the Ohio Broadcasters Association. “All media outlets on all platforms are not just covering the story, they are being advocates for the community, leveraging their platforms and their extensive reach to get the word out.”
The Cavs, Downtown Cleveland Alliance and the Greater Cleveland Regional Transit Authority are also joining the effort, donating advertising space to the cause. Area hospitals will utilize their social media platforms to spread the word and will work internally with providers to educate patients on the risks associated with opioid use. Cleveland based HKM will donate printed materials and other collateral that will be seen across the county. HP Manufacturing agreed to donate materials, time and expertise for a public event to be revealed in May.
The MetroHealth System’s President and CEO, Dr. Akram Boutros applauds the collaboration it took to pull this campaign together. “What this group has done in a short period of time with virtually no budget is utterly remarkable,” said Dr. Boutros. “It shows the true spirit of this community and the willingness of people to work together.”
“We have to get people to understand the risks of opioids and the devastating consequences on families across this community. This campaign gives me hope that we will open eyes across the county and get at this epidemic from the front end, creating an awareness that will stop people from taking that first pill.
“Last year Cuyahoga County lost more than 600 of our own to overdose deaths,” said David F. Perse, MD, president and CEO of St. Vincent Charity Medical Center. “That’s one every 13 hours. Five years ago at Rosary Hall, we were admitting 4 to 5 patients a week for opiate addiction. Today, we are admitting 4 to 5 patients a day. We know firsthand the importance of bringing our community resources together to help end this epidemic that is killing our friends and family members.
“While we focus our efforts on treating those who are battling addiction, we also recognize the importance of preventing people from getting started in the first place. This is a community problem and it requires a community response. We are pleased to see our community partners step up with us to participate in the Know the Risks campaign.”
“Know the Risks” kicks off with a 1 p.m. press conference on April 5th at the Cuyahoga County Medical Examiner’s office at 11001 Cedar Avenue. Additionally, local media partners and residents are encouraged to expand the conversation through social media using the #KnowTheRx hashtag. More information is available at KnowtheRX.org.