Educating Young Adults about Opioid Misuse: Evidence from a Mass Media Intervention.

Jessica M Rath,Donna M Vallone,Siobhan N Perks,Alexis A Barton,Elizabeth C Hair,Bethany Simard,Daniel K Stephens

doi:10.3390/ijerph19010022

Abstract

The US opioid epidemic is a serious public health problem. Rates of opioid misuse and dependence are highest for young adults ages 18–25. Prevention strategies that reduce prescription opioid misuse while decreasing stigma around dependence and treatment are critical components of addressing the epidemic. The Truth About Opioids, a mass media public education campaign, was designed to prevent opioid misuse and dependence among young adults. This study examined the intervention’s effectiveness to shift opioid-related knowledge, attitudes, and beliefs within targeted designated market areas (DMAs) over time. A sample of young adults (N = 1434) in DMAs with varying levels of media exposure was surveyed at baseline (June–September 2019) and post-intervention (July–August 2020). Logistic regression assessed associations between campaign awareness and campaign-targeted knowledge and attitudes, controlling for baseline variables. Those with any awareness had significantly higher odds of campaign-targeted opioid-related knowledge (versus no awareness) (low awareness OR = 1.52 (95% CI: 1.04, 2.24); high awareness OR = 2.47 (95% CI: 1.58, 3.87)). Those with campaign awareness were also more likely to report lower levels of opioid-related stigma and higher intentions to share information and talk to a friend about the epidemic. Mass media public education campaigns can help influence young adults’ opioid-related knowledge and attitudes.

Highlights

IntroductionThe opioid epidemic is a serious public health problem that continues to plague communities across the US
Publisher’s Note: MDPI stays neutralThe opioid epidemic is a serious public health problem that continues to plague communities across the US
Survey data consistently show that rates of opioid misuse and dependence are highest for young adults of ages between 18 and 25 years

Summary

Introduction

The opioid epidemic is a serious public health problem that continues to plague communities across the US. This epidemic stems from the misuse of prescription opioids (i.e., taking a prescription in a manner or dose other than prescribed, or without a doctor’s prescription) and has evolved to include the misuse of illicit (e.g., heroin) and synthetic (e.g., fentanyl) opioids in recent years [1]. According to the National Survey on Drug Use and Health, in 2018, about 5.6% of US young adults reported past-year opioid misuse [2], with significant variation in use and overdose rates by state [3]. Experts suggest that prevention efforts should aim to increase knowledge of the risks associated with opioid misuse and with regard to jurisdictional claims in published maps and institutional affiliations

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Conclusion