The New Mexico Prevention Website (
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1 The New Mexico Prevention Website ( Summary: The NM Prevention website was created and maintained by the Pacific Institute for Research and Evaluation for the NM Office of Substance Abuse Prevention (OSAP). The site is intended to serve OSAP-funded providers to carry out substance abuse prevention strategies. It contains data about substance abuse, tools for assessing what is driving substance abuse in a community, tools for evaluating prevention efforts, and access to presentations from OSAP provider meetings. All of this information is intended to ensure that the best evidence based practices are used and are implemented successfully in the communities our providers serve. Currently the NM Prevention site contains information on: A Dose of R x eality Media Campaign (addressing prescription drug misuse and abuse) (Live by April 22, 2015) o New Room Media Resources o Parent Resource Kit o Provider Resources Contact information of OSAP funded local prevention providers and state prevention personnel and contractors Information on various sources of OSAP prevention funding OSAP training materials on topics like cultural competency, selecting the best evidence-based practices for a local community, and how to do a community assessment Tools such as logic models and planning and reporting templates used by providers and a link to the state billing and reporting system Statewide Prevention Evaluation Reports Presentations from OSAP provider meetings on topics such as adverse childhood experiences (ACEs) and how to conduct the annual New Mexico Community Survey used for local and state evaluation. The latest New Mexico Substance Abuse Epidemiological Profile (which includes both statewide and county information from a variety of sources) New Mexico Alliance of Health Councils Community Profiles Albuquerque Area Southwest Tribal Epidemiology Center Profiles Links to other data sources included in the New Mexico Department of Health Indicator Based Information System link Links to prevention resources, including (but not limited to) information from the National Institute for Drug Abuse, the Tri-Ethnic Center for Prevention Research at Colorado State University, and the Substance Abuse and Mental Health Services Administration
2
3 Behavioral Health Collaborative Meeting April 23, 2015
4 O.S.A.P. Today Marketing Campaign Overview Objective & Strategies Communication Tactics
5 Campaign Overview
6 Changing the misperception of the dangers associated with prescription drug painkillers.
7 O.S.A.P. Background Research Misbelief: Rx drugs are safer than street drugs year olds abuse Rx painkillers more than heroin, cocaine & meth combined 2/3 of teens get Rx drugs from friends/family (medicine cabinet) In Vague Awareness stage of community readiness (SAMHSA)
8 Objective & Strategies
9 O.S.A.P. Objective Increase awareness of harmful effects of prescription painkiller abuse.
10 O.S.A.P. Targets 12 to 17 year-olds in NM Parents & caregivers
11 O.S.A.P. Kids Middle of the road Don t understand dangers of prescription drugs Bored, looking for something to do Respond to novel, unusual, creative ad messaging
12 O.S.A.P. Adults Don t understand dangers of prescription drugs Unaware they could be source for drugs Protective of their kids
13 O.S.A.P. Strategies 1. Educate & engage about epidemic in NM & change misperceptions 2. Target younger teens before presented with the choice 3. Target parents/caregivers to build awareness & prompt action 4. Collaborate with coalitions to build capacity & localize
14 Communication Tactics
15 O.S.A.P. Tactical Overview 1. Advertising & Social Media 2. Parent/Caregiver Resource Kit 3. News Media Outreach 4. Prevention Coalition Collaboration 5. Enhanced OSAP Website
16 O.S.A.P. ADVERTISING
17 Change misperception of dangers of Rx drugs.
18 O.S.A.P. Insert creative here
19 O.S.A.P. Insert creative here
20 Overdose deaths from prescription painkillers outnumber cocaine and heroin combined.
21 Arresting Candid Non-judgmental Truthful Newsworthy
22
23 O.S.A.P. Placements KIDS: Cable TV (Spike & MTV) Movie theaters YouTube pre-roll ADULTS: Prescription bags - 48,000 total - 16 pharmacies
24 Prescription Bag
25 Pedicures
26 Heroin
27 Cocaine
28 O.S.A.P. SOCIAL MEDIA
29 O.S.A.P. NEWS MEDIA OUTREACH & COALITION COLLABORATION
30 Parent/Caregiver Resource Kit
31 News Media Mailer
32 Poster for Providers
33 O.S.A.P. ENHANCED WEBSITE
34 Infographic
35
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