Different messages are needed to reach various audiences at risk for opioid misuse or developing problem use. This session will provide a framework to help those developing opioid risk education campaigns and communications ensure their messages are effectively and efficiently reaching their specific audience segments. Using recent research and campaigns in Vermont, Rhode Island, and Illinois as case studies, this session will demonstrate how different audiences have different relationships with opioids and have different levels of existing knowledge. Audience-centric messages that meet the audience where they are, give relevant and timely information, and are designed for interaction and engagement can build a foundation of knowledge ultimately resulting in behavior change. This session will provide examples of messaging that reflects the target audience’s current knowledge and opioid-experience levels and will provide a strategic framework for tailoring messages to these distinct audiences. By leveraging critical communications concepts, including message tailoring, cultural competency, health equity and segmentation, your opioid prevention campaign can reach your target audience more effectively and efficiently.
Sponsor: Rescue Agency