Serious Issue. Actionable Campaign.
On behalf of BlueCross BlueShield of Tennessee, MP&F coordinated and executed the public education campaign “Don’t Be An Accidental Drug Dealer” to raise awareness about the importance of prevention in the battle against opioid abuse.
Along with the BlueCross BlueShield of Tennessee Health Foundation, we partnered with Count It! Lock It! Drop It! (CLD) to encourage Tennesseans to follow three simple steps to prevent others from accessing their prescription drugs: Counting, locking up, and dropping off unneeded prescription pills at a take-back event or in a permanent drop box.
The campaign is founded on research conducted to establish public awareness benchmarks, and a follow-up survey to measure public awareness after one year. Campaign elements include media partnerships, a partnership with Miss Tennessee, advertising, social media engagement, a dynamic website, and community outreach to encourage participation in take-back events and dropping off pills at drop boxes.
PUBLIC EDUCATION GOALS
Increase awareness that prescription medication should be safely discarded at take-back events and drop boxes
Increase the number of people who take unused opioids to a drop box
Increase awareness of Count it! Lock it! Drop it!
Increase the number of pounds of medication collected at drop boxes and during National Prescription Take-Back Days