Group 4: Nalaxone Overdose Kit

Design Team:

Designed by Samantha Callahan (video), Stephanie Whitsett (identity), Kaytlin Powell (poster), Daniel Allgood (interview), Alexandra Mabry (website), Brooklyn Nordhausen (email), Taylor Stobbe (research).

 

Creative Statement:

Save a Life. Drug overdose is the leading cause of accidental death in the United States, causing more deaths than motor vehicle crashes. Since 2000, the United States has experienced a 200%increase in overdose deaths involving opioids. In 2015, more than 15,000 people died from overdoses involving opioids. Each day, more than 1,000 people are treated in emergency departments as a result of opioid abuse. The number of people addicted to opioid is on the rise,in 2014 almost 2 million Americans abused or were dependent on these drugs, most commonly, Methadone, Oxycodone and Hydrocodone. After being prescribed a long-term prescription opioid by a doctor, as many as 1 in 4 people struggle with addiction to the drug. Providing overdose prevention kits to both drug users and people who come in contact with drug users is crucial in preventing a death caused by overdose.

 

The goal of our campaign is to increase awareness around the Naloxone Overdose Kits. We needed to get this message to opioid users and their loved ones, as well as medical professionals that could assist someone in need of assistance during an opioid overdose. The main issues that we were trying to address were overall lack of awareness for the overdose kits, the fact that the loved ones of drug users may not want to confront that they have a drug problem, and also the users themselves thinking that they would or could never overdose. We solved these problems by conducting an interview with a woman that has had her live saved by these kits twice, creating a poster campaign around the fact that opioids cause 40% of accidental deaths in Nebraska (emphasizing the accidental part), and an email campaign sent to shelters, medical professionals, police stations, and schools telling them about these kits and explaining why they would be necessary in an overdose situation.

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!

NOKA — Brand Identity

NOKA: Emailer & Posters

NOKA: Testimonial Video