Arizona Department of Health Services has launched a graphic video campaign aimed at scaring kids away from highly addictive opioids in an effort to curb the nation’s opioid epidemic. The 30-second ad features a teenager visibly distraught. The scene then changes to a closeup of a white pill. A person’s face and hands slowly push out from the inside of the pill. “Getting in is easier than getting out,” the screen then reads.
The $400,6000 anti-opioid educational campaign was funded by the Arizona Opioid Epidemic Act. It specifically targets Arizona teens ages 12 to 17 in an effort to dissuade them from trying opioids like Vicodin and heroin so they, too, don’t become trapped by addiction to opioids. Overdoses from the pills claimed more than 48,000 lives last year alone.
“It kind of has a horror movie feel to it,” Dr. Cara Christ, director of the state’s Department of Health Services told AZ Central. “It had to be graphic, and it had to show the law enforcement consequences of opioids.”
The state opted for a horror movie-type theme to its educational videos, Christ said, because “People don’t realize how dangerous and how addictive these medications are.”
The campaign consists of two online video public service announcements– one featuring a girl and the other, a boy – as well as images and a website, easierinthanout.com. The videos and images will be featured on social media sites like YouTube, Facebook, Instagram and Snapchat, as well as music streaming sites like Spotify and Pandora. They will also appear on mobile in-app gaming and connected TV.
All the PSAs will link to the state’s website, which depicts what opioids do to the body and why they are so devastatingly addictive. Posters of the images will also be distributed to local schools.
Source: AZ Central