This presentation covered multi-media prevention strategies for issues like prescription drug overdoses. It discussed the CDC's digital Rx drug prevention campaign, best practices for digital messaging, and programs using expectancy challenge theory and media literacy education in schools. Presenters included representatives from the CDC, Media Literacy for Prevention, and the Hanley Center Foundation who discussed their work developing and implementing digital communications and single-session prevention programs.

1. Multi-Media Prevention
Presenters:
• Rosemary Bretthauer-Mueller, Digital Communication and Marketing
Lead, National Center for Injury Prevention and Control, CDC
• LeShaundra Cordier Scott, MPH, CHES, Health Communications Team
Lead, National Center for Injury Prevention and Control, CDC
• Peter DeBenedittis, PhD, President, Media Literacy for Prevention
• Jan Cairnes, BBA, CPP, Director of Prevention Services, Hanley Center
Foundation
Prevention Track
Moderator: Mary Colvin, CPA, MBA, Vice President and Chief Operating
Officer, Kentucky Employers’ Mutual Insurance, and Member, Operation
UNITE Board of Directors

2. Disclosures
Rosemary Bretthauer-Mueller; Jan Cairnes, BBA,
CPP; Peter DeBenedittis, PhD; LeShaundra
Cordier Scott, MPH, CHES; and Mary Colvin, CPA,
MBA, have disclosed no relevant, real, or
apparent personal or professional financial
relationships with proprietary entities that
produce healthcare goods and services.

3. Disclosures
• All planners/managers hereby state that they or their
spouse/life partner do not have any financial
relationships or relationships to products or devices
with any commercial interest related to the content of
this activity of any amount during the past 12 months.
• The following planners/managers have the following to
disclose:
– John J. Dreyzehner, MD, MPH, FACOEM – Ownership
interest: Starfish Health (spouse)
– Robert DuPont – Employment: Bensinger, DuPont &
Associates-Prescription Drug Research Center

4. Learning Objectives
1. Describe the CDC’s digital Rx drug overdose
prevention campaign.
2. Identify best practices for delivering prevention
messages digitally.
3. Compare and contrast Expectancy Challenge Theory
and risk/protective factors as the basis for adolescent
prevention programs.
4. Explain how some Florida schools are using media
literacy education in single-session prevention
programs based on expectancy challenge theory.
5. Provide accurate and appropriate counsel as part of
the treatment team.

5. Prevention Track:
Multi-Media Prevention
CDC’s #RxProblem Social Media Campaign
Telling Stories to Influence Influencers

6. DISCLOSURE
Rosie Bretthauer-Mueller has disclosed no relevant, real or apparent
personal or professional financial relationships with proprietary entities
that produce health care goods and services.

7. DISCLOSURE
This project was made possible by Michelle Canada, MBA, Erin Connelly,
MPAff, Cassie Sheldon Strawn, MA, and many other talented people who
remain unnamed because I didn’t want to track down their real or
apparent relationships.

8. LEARNING OBJECTIVES
1. Describe the CDC’s digital Rx drug overdose prevention campaign.
2. Identify best practices for delivering prevention messages digitally.
3. Compare and contrast Expectancy Challenge Theory and risk/protective
factors as the basis for adolescent prevention programs.
4. Explain how some Florida schools are using media literacy education in
single-session prevention programs based on expectancy challenge
theory.
5. Provide accurate and appropriate counsel as part of the treatment team.

9. LEARNING OBJECTIVES
1. Describe the CDC’s digital Rx drug overdose prevention campaign.
2. Identify best practices for delivering prevention messages digitally.
3. Compare and contrast Expectancy Challenge Theory and risk/protective
factors as the basis for adolescent prevention programs.
4. Explain how some Florida schools are using media literacy education in
single-session prevention programs based on expectancy challenge
theory.
5. Provide accurate and appropriate counsel as part of the treatment team.

10. My Story

14. Avery’s Story

15. Brad’s Story

16. Kevin’s Story

17. Danielle & Melanda
James &
Vanessa
Jason
Short Video Stories
Video 1

18. Marty’s Story

19. Billy’s Story

20. Kay’s Story

21. April’s Story

22. Dr. Houry’s Story

23. Rep. Rogers’ and Dr. Frieden’s Story

24. Rebecca’s Story

25. onassis217’s Story

26. Free #RxProblem Materials

27. Indiana Health Department

28. Salt Lake County Health Dept.

29. Hazelden Betty Ford

30. Barb’s Story

31. @HHSGov Tweets Story

32. HHS Secretary Burwell

33. Sen. Joe Manchin, WV

34. Sen. Mitch McConnell, KY

35. Rep. Richard Hudson, NC

36. Campaign Issue

37. April 6 – May 15, 2015
Metrics

38. • Supporting July Vital Signs
Integrating Press and Social Media

39. • Supporting July Vital Signs
• 10,000 impressions
• 135 engagements (clicks,
retweets, replies)
Integrating Press and Social Media

40. May 16, 2015 – February 29, 2016
More Metrics

41. The Story of
Chad’s Hope
Video 2

42. The findings and conclusions in this presentation are those of the authors and do not necessarily represent the views of the U.S. Department
of Health and Human Services, or the U.S. Centers for Disease Control and Prevention. Use of trade names and commercial sources is for
identification only and does not constitute endorsement by the U.S. Department of Health and Human Services, or the U.S. Centers for
Disease Control and Prevention.
Thank you for listening to ours
#RxProblem
CDC.gov/DrugOverdose @CDCInjury @DebHouryCDC
TELL YOUR STORY

43. Prescription Drug Overdose:
Digital Communications
Multi-Media Prevention
LeShaundra Cordier, MPH, CHES
Communications Team Lead
Division of Unintentional Injury Prevention
CDC’s Injury Center

44. Disclosure Statement
LeShaundra Cordier, MPH, CHES, has
disclosed no relevant, real or apparent
personal or professional financial
relationships with proprietary entities that
produce health care goods and services.

45. Learning Objectives
1. Describe the CDC’s digital Rx drug overdose
prevention campaign.
2. Identify best practices for delivering prevention
messages digitally.
3. Compare and contrast Expectancy Challenge Theory
and risk/protective factors as the basis for adolescent
prevention programs.
4. Explain how some Florida schools are using media
literacy education in single-session prevention
programs based on expectancy challenge theory.
5. Provide accurate and appropriate counsel as part of
the treatment team.

46. Outline
• The Problem: Prescription Drug Overdose
Epidemic
• Process: Communication Planning & Message
Development
• Solutions: Digital Communications Efforts
• Resources: Tools You Can Use

47. • More than 40 people die every
day from overdoses involving
prescription opioids
• A four-fold increase in opioid
prescribing created and
continues to fuel the epidemic
• Primary care providers account
for ~50% of opioid pain
medications dispensed
Problem: Prescription Drug Overdose

48. Process: Communications Planning
• Goals and Objectives
• Increase awareness about opioids and risk
• Address public concerns
• Strategy
• Identify and understand audiences
• Identify communication barriers
• Implementation
• Use appropriate channels and messages
• Engagement (when & how)

49. Process: Developing messages
• Target Audiences: patients, providers, & states
• Crisis and Risk Communication
• Concise and focused
• Actionable
• Repeated
• Clear (use plain language)
• Caring and sharing messages

51. Solutions: PDO Digital Communications
• Website
• Data Visualization (graphics and infographics)
• Email platforms (GovDelivery)
• CDC Vital Signs
• Social Media

52. Solution: Website
• CDC launched a prescription drug overdose
responsive design website
– Site consists of over 30 webpages
– Designed to integrate PDO specific image- and
audience- based messages
– Relaunched as an opioid overdose site Mar 2016
• Goals and objectives:
– Increase information sharing and audience knowledge
– Drive traffic to new data and accurate messages
– Acknowledge action and improve transparency

53. http://www.cdc.gov/drugoverdose/

54. Solution: Data Visualization
• Helping audiences
understand data
• Presenting useful
information in pictorial
or graphic form
• Displaying important
patterns, trends,
concepts in an easily
accessible format

55. Solution: Email Platforms
• Quickly and directly
reach large audiences
with minimal cost
• Disseminate content
regularly or as needed
• Target PDO subscribers
and key partners
– 53,220 GovDelivery users
– 61+ Organizations
– 36 States

56. Solution: CDC Vital Signs
• Monthly report
• MMWR Early Release
• Graphic fact sheet and media release
• PDO Related Vital Signs
– Today’s Heroin Epidemic
– Opioid Painkiller Prescribing - Where You Live Makes a
Difference
– Prescription Painkiller Overdoses - A Growing Epidemic,
Especially Among Women
– Use and Abuse of Methadone as a Painkiller
– Prescription Painkiller Overdoses in the US

57. Resources: Tools You Can Use
PDO Communications Tools
(link to resource page)
• Media materials
– Press release
– Digital ads & graphics
• Provider & patient materials
– Checklist for providers
– Fact sheets & posters
– Web banners & badges
– Social media posts
– Publications
Additional Tools
• CDC Clear Communication Index http://www.cdc.gov/ccindex/index.html
• Social Media at CDC http://www.cdc.gov/SocialMedia/index.html

58. Single Session, Evidence Based
Alcohol Prevention
Jan Cairnes. Certified Prevention Professional
Vice President of Prevention Services
Hanley Center Foundation
Peter DeBenedittis, Ph.D.
Media Literacy for Prevention

59. Alcohol Expectancies:
your “beliefs” about the
effects of drinking alcohol
You can determine your alcohol expectancies
by answering the question:
How do you think a person feels
after a few drinks?

60. Physical vs. Mental Effects
• Physical effects are direct pharmacological or
biological effects of a drug.
• Mental effects are effects people associate
with a drug, whether or not they’re really
caused by the drug.
• Mental effects “really” happen, but they’re
not caused by the drug. They’re placebo
effects.

61. Memory Map of Alcohol Effects
Arousal/Sedation Dimension
Positive/
Negative
Dimension
Hyper
Forgetful
Loud
Stupid
Crazy
Dizzy
Sick
Sleepy
Slow
Scared
Cool
Talkative
Active
Carefree
Funny
Friendly
Less Nervous
Outgoing
Fun
Happy
Sad
Relaxed
Smart
Quiet
Sexy
Neurons that Fire Together, Wire Together
When two things happen at the same time,
your brain makes one thing out of it
The Active Part Wins
Whatever part of your brain you’re
using determines your behavior
Brain Science Rules
To help your read the Alcohol Memory Map

62. Memory Map of Alcohol Effects
Arousal/Sedation Dimension
Positive/
Negative
Dimension
Hyper
Forgetful
Loud
Stupid
Crazy
Dizzy
Sick
Sleepy
Slow
Scared
Cool
Talkative
Active
Carefree
Funny
Friendly
Less Nervous
Outgoing
Fun
Happy
Sad
Relaxed
Smart
Quiet
Sexy

64. Barriers to School-Based Prevention

65. Peter DeBenedittis, Ph.D.
Media Literacy for Prevention
pdebenedittis@medialiteracy.net
Jan Cairnes, CPP
Vice President of Prevention Services
Hanley Center Foundation
jan@hanleycenterfoundation.org
561-841-1122

66. Multi-Media Prevention
Presenters:
• Rosemary Bretthauer-Mueller, Digital Communication and Marketing
Lead, National Center for Injury Prevention and Control, CDC
• LeShaundra Cordier Scott, MPH, CHES, Health Communications Team
Lead, National Center for Injury Prevention and Control, CDC
• Peter DeBenedittis, PhD, President, Media Literacy for Prevention
• Jan Cairnes, BBA, CPP, Director of Prevention Services, Hanley Center
Foundation
Prevention Track
Moderator: Mary Colvin, CPA, MBA, Vice President and Chief Operating
Officer, Kentucky Employers’ Mutual Insurance, and Member, Operation
UNITE Board of Directors