Take Meds Seriously – A Prescription Drug Abuse Campaign
Prescription drug abuse is a problem in Colorado, as it is in many other states. But Colorado is leading the way with a coordinated, statewide effort branded as Take Meds Seriously to deliver three distinct messages about prescription medicines - Use Them Safely, Store Them Safely and Dispose of Them Safely. Webb Strategic won the contract from the Governor’s Office to create and execute a campaign to raise the level of public awareness surrounding this issue. Webb works with the Governor’s Office and the Colorado Consortium for Prescription Drug Abuse Prevention (Consortium). What results is a multi-faceted, bi-lingual campaign with significant online components.
Online strategies were three fold – website, online media (earned and paid) and social media. A comprehensive website was created to educate the public on the three main message areas. In addition, the site offers a section on the problem of prescription drug misuse and abuse providing relevant Colorado and national statistics, common myths about the problem and real life video stories from Colorado families.
An online media buy is key to drive audiences to online resources. A broad behavioral/contextual buy is put into place and a partnership with the Denver NBC affiliate includes online ads on their website (ranked 1st in the state). They also provide online earned media coverage of launch and meds “take back” events.
Social media content was created with a series of toolkits developed by Webb and pushed out by the almost 300 Consortium members across Colorado. A combination of photos, vector images and infographics are used. Facebook was used for older adults and Latinos. Pinterest content was created for women. All toolkits were downloadable from the website for use by Consortium members.
After six month of promotion the website had over 57,000 visits with more than 79,500 page views. The most popular pages on the site turn out to be content on disposal options, Colorado statistics on the problem, the events page and the quiz from the home page to test your knowledge of prescription misuse and abuse. Social media content is well received and used regularly by the Consortium.