Assessing the Reach and Engagement with the '' Mass Media Campaign on Drug-related Death Prevention in Scotland

Overview

Journal Drugs (Abingdon Engl)

Publisher Informa Healthcare

Specialty Medical Education

Date 2024 Oct 2

PMID 39355306

Authors

M Anderson

A M Atkinson

A McAuley

H R Sumnall

M E Glancy

H A Bloomfield

K M A Trayner

Affiliations

Soon will be listed here.

Abstract

' (HTSAL) was a mass media campaign on drug-related death prevention which ran in Scotland from August 2021 to January 2022. It aimed to increase awareness of how to respond to an opioid overdose, and the uptake of take-home naloxone (THN). The objective of this study was to determine the reach and engagement with the campaign. Methods included a descriptive analysis of data from media sources, the campaign website, and an online naloxone training course. A quantitative content analysis was conducted on media articles. The campaign generated 57,402,850 non-unique impressions (the total number of times the campaign was seen or heard), and unique reach (the number of people who were exposed to the campaign) figures of 2,621,450. Engagement with the campaign was positive, and 96% of print/digital media articles had a positive view of the campaign. There were 40,714 visits to the campaign website, leading to 8,107 clicks to the free naloxone training course, and 3,141 clicks to order a free naloxone kit. This study showed that mass media campaigns on drug policy topics can achieve high levels of reach and engagement. There was a clear progression from viewing campaign materials, to visiting the campaign website, to completing naloxone training. Our research suggests that mass media campaigns can be used to disseminate harm reduction messages to the general public.

References

Teoh J, MacKenzie G, Tortolero L, Rivas J . Social Media Analytics: What You Need to Know as a Urologist. Eur Urol Focus. 2019; 6(3):434-436. DOI: 10.1016/j.euf.2019.08.005. View

Bird S, McAuley A, Perry S, Hunter C . Effectiveness of Scotland's National Naloxone Programme for reducing opioid-related deaths: a before (2006-10) versus after (2011-13) comparison. Addiction. 2015; 111(5):883-91. PMC: 4982071. DOI: 10.1111/add.13265. View

Sundstrom B, Cartmell K, White A, Well H, Pierce J, Brandt H . Correcting HPV Vaccination Misinformation Online: Evaluating the Social Media Campaign. Vaccines (Basel). 2021; 9(4). PMC: 8067464. DOI: 10.3390/vaccines9040352. View

Trayner K, Yeung A, Sumnall H, Anderson M, Glancy M, Atkinson A . National increase in the community supply of take-home naloxone associated with a mass media campaign in Scotland: a segmented time series analysis. Int J Drug Policy. 2023; 131:104106. DOI: 10.1016/j.drugpo.2023.104106. View

Ralston K, Dundas R, Leyland A . A comparison of the Scottish Index of Multiple Deprivation (SIMD) 2004 with the 2009 + 1 SIMD: does choice of measure affect the interpretation of inequality in mortality?. Int J Health Geogr. 2014; 13:27. PMC: 4105786. DOI: 10.1186/1476-072X-13-27. View

Grantham J, Verishagen C, Whiting S, J Henry C, Lieffers J . Evaluation of a Social Media Campaign in Saskatchewan to Promote Healthy Eating During the COVID-19 Pandemic: Social Media Analysis and Qualitative Interview Study. J Med Internet Res. 2021; 23(7):e27448. PMC: 8297600. DOI: 10.2196/27448. View

Card K, Lachowsky N, Hawkins B, Jollimore J, Baharuddin F, Hogg R . Predictors of Facebook User Engagement With Health-Related Content for Gay, Bisexual, and Other Men Who Have Sex With Men: Content Analysis. JMIR Public Health Surveill. 2018; 4(2):e38. PMC: 5910534. DOI: 10.2196/publichealth.8145. View

Nicholls J, Livingston W, Perkins A, Cairns B, Foster R, Trayner K . Drug Consumption Rooms and Public Health Policy: Perspectives of Scottish Strategic Decision-Makers. Int J Environ Res Public Health. 2022; 19(11). PMC: 9180147. DOI: 10.3390/ijerph19116575. View

Razaghizad A, Windle S, Filion K, Gore G, Kudrina I, Paraskevopoulos E . The Effect of Overdose Education and Naloxone Distribution: An Umbrella Review of Systematic Reviews. Am J Public Health. 2021; 111(8):e1-e12. PMC: 8489614. DOI: 10.2105/AJPH.2021.306306. View

10.

Clark A, Wilder C, Winstanley E . A systematic review of community opioid overdose prevention and naloxone distribution programs. J Addict Med. 2014; 8(3):153-63. DOI: 10.1097/ADM.0000000000000034. View

11.

Parkinson J, Minton J, Lewsey J, Bouttell J, McCartney G . Drug-related deaths in Scotland 1979-2013: evidence of a vulnerable cohort of young men living in deprived areas. BMC Public Health. 2018; 18(1):357. PMC: 5870372. DOI: 10.1186/s12889-018-5267-2. View

12.

Bagley S, Peterson J, Cheng D, Jose C, Quinn E, OConnor P . Overdose Education and Naloxone Rescue Kits for Family Members of Individuals Who Use Opioids: Characteristics, Motivations, and Naloxone Use. Subst Abus. 2015; 36(2):149-54. PMC: 4809347. DOI: 10.1080/08897077.2014.989352. View

13.

Wakefield M, Loken B, Hornik R . Use of mass media campaigns to change health behaviour. Lancet. 2010; 376(9748):1261-71. PMC: 4248563. DOI: 10.1016/S0140-6736(10)60809-4. View

14.

Sumnall H, Atkinson A, Anderson M, McAuley A, Trayner K . How to save a life: Public awareness of a national mass media take home naloxone campaign, and effects of exposure to campaign components on overdose knowledge and responses. Int J Drug Policy. 2023; 131:104111. DOI: 10.1016/j.drugpo.2023.104111. View

15.

Farley T, Halper H, Carlin A, Emmerson K, Foster K, Fertig A . Mass Media Campaign to Reduce Consumption of Sugar-Sweetened Beverages in a Rural Area of the United States. Am J Public Health. 2017; 107(6):989-995. PMC: 5425869. DOI: 10.2105/AJPH.2017.303750. View

16.

Tweed E, Miller R, Schofield J, Barnsdale L, Matheson C . Why are drug-related deaths among women increasing in Scotland? A mixed-methods analysis of possible explanations. Drugs (Abingdon Engl). 2022; 29(1):62-75. PMC: 7612287. DOI: 10.1080/09687637.2020.1856786. View

17.

Jawad M, Abass J, Hariri A, Akl E . Social Media Use for Public Health Campaigning in a Low Resource Setting: The Case of Waterpipe Tobacco Smoking. Biomed Res Int. 2015; 2015:562586. PMC: 4529915. DOI: 10.1155/2015/562586. View

18.

McDonald R, Strang J . Are take-home naloxone programmes effective? Systematic review utilizing application of the Bradford Hill criteria. Addiction. 2016; 111(7):1177-87. PMC: 5071734. DOI: 10.1111/add.13326. View

19.

Williams C, Kranzler E, Luchman J, Denison B, Fischer S, Wonder T . The Initial Relationship Between the United States Department of Health and Human Services' Digital COVID-19 Public Education Campaign and Vaccine Uptake: Campaign Effectiveness Evaluation. J Med Internet Res. 2023; 25:e43873. PMC: 10158813. DOI: 10.2196/43873. View

20.

Dayton L, Gicquelais R, Tobin K, Davey-Rothwell M, Falade-Nwulia O, Kong X . More than just availability: Who has access and who administers take-home naloxone in Baltimore, MD. PLoS One. 2019; 14(11):e0224686. PMC: 6837378. DOI: 10.1371/journal.pone.0224686. View