What is the product or service?
Overdose kits, Narcan
Who are we talking to?
– Users (what percentage of people overdose on accident, temporary decision with a
– People who come in direct contact with user
– Friends and Family ($75 kit can save your loved one’s life)
– Health Care Professionals(“Save a Life”)
– Police, EMT, Paramedics (e-mail campaign “Save a Life”)
What consumer need or problem do we address?
They don’t want to confront that their child/friend/parent has a problem. Lack of education for the product, people don’t know this kit is available to them. It challenges the idea that drug use is a criminal act and not a sickness.
What does the consumer currently think about us?
Expensive, not necessary.
Doesn’t think about us because they don’t know that we exist.
What one thing do we want them to believe?
It can save the life of someone you love or your own.
What can we tell them that will make them believe this?
Drug use isn’t always a crime, it’s a physical and mental disease.
What is the tonality of the advertising?
Emotional. Hopeful. Inspiring. Educational. Serious.
Overdose Kits and Administration
Overdose Kits contain a drug called Naloxone. This drug is a short-acting opioid antagonist which rapidly reverses the life-threatening depression of the central nervous system and respiratory system stemming from an opioid overdose, this allows the person affected to breath normally.
-Recognition, response and administration of naloxone for an overdose significantly increased after brief education among first-time recipients
-Knowledge of appropriate responses to an overdose was high, with 96% of participants identifying at least one acceptable action to assess and one acceptable action to respond to an opioid overdose.
-A significant increase in the correct assembly and proper administration of naloxone after brief education
-A high level of knowledge on overdose recognition and response was retained following the brief education.
Link to Manual: Purchasing Your Kit
Only in 14 with CVS allow you to purchase an overdose kit without a prescription (Arkansas,California, Minnesota, Mississippi, Montana, New Jersey, North Dakota, Pennsylvania, South Carolina, Tennessee, Utah and Wisconsin)
Walgreens offers Naloxone without a prescription in Nebraska! ←THIS IS BIG!