US Agencies` proposal - Wood County Alcohol, Drug Addiction and

 Prepared for: ​
The Wood County Alcohol, Drug Addiction and Mental Health Services Board Prepared by: ​
Hannah Tempel, Morgan Phelps, John Semones, Emily Johnson and Pari Yost Table of Contents Letter to the Client Agency Member Biographies
Opportunity Statement
Situational Analysis
Secondary Research
Primary Research
Events
Interviews
Focus Groups
Applied Theory
Target ​
Audiences
Goals and Objectives
Strategies and Tactics
Promotional Events, Trainings and Programs
Our Campaign Works
Sustainability and Limitations
Promotional Materials
Visuals
Estimated Budget
Partnership List
Communication Pieces
Media List
3 4 7 8 8 12 13 17 22 25 27 29 32 43 45 46 48 51 57 59 63 68 1 Event Timeline
Social Media Timeline
Evaluation
APPENDIX A
APPENDIX B
APPENDIX C
APPENDIX D
APPENDIX E
APPENDIX F
APPENDIX G APPENDIX H
70 74 84 89 92 94 96 97 97
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101 2 Letter to the Client Lorrie Lewandowski LISW­S, OCPSII, LCDC III­Dual Dear ADAMHS Board, U.S. Agencies would like to extend a sincere thank you for allowing our team to create this public relations campaign for your organization. We feel honored that we were given the important task of researching and creating a plan that focuses on an issue that is affecting not only Wood County, but also the nation. Developing this campaign gave us the opportunity to learn and take an active stance against the heroin and prescription drug epidemic, and at the same time allowed us to put classroom knowledge to real world experience. We are confident that this proposal will serve as an excellent resource not only this year, but the following years to come. Our team at U.S. Agencies is excited to see the implementation of our work and hope that it brings you the recognition that the ADAMHS Board deserves. Although we are graduating, we are more than happy to answer any questions once the semester is over. Please do not hesitate to reach out to us. Sincerely, Hannah Tempel Account Executive Morgan Phelps Assistant Account Executive John Semones Director of Community Outreach Emily Johnson Creative Director Pari Yost Research Coordinator 3 Agency Member Biographies Hannah Tempel ­ Account Executive Hannah Tempel is a senior studying public relations with a minor in communication at Bowling Green State University. Outside of the classroom, Hannah spends her time working as ​
Editor­in­Chief of Odyssey Online News Source and as the Manager of the Marketing & Media Team in the Conference & Event Services Office at BGSU. Hannah also serves on the Public Relations Student Society of America Executive Board as Vice President. After graduation she is moving to New York City to work as an executive assistant at Ogilvy Public Relations. In her spare time she can be found watching Netflix, daydreaming of going back to Europe and FaceTiming her cat. Morgan Phelps ­ Assistant Account Executive Morgan Phelps is finishing her undergraduate career with a major in public relations and a minor in communication at Bowling Green State University. Morgan is an active member of Public Relations Student Society of America, is a Contributing Writer for the Odyssey and she serves on the Student Media Advisory Board on campus. She plans to move to Columbus after graduation and would like to work for a public relations agency or a non­profit organization. You can find her reading, with a cup of coffee and obsessing over her 11­year­old dog, Lucy. 4 John Semones ­ U.S. Agencies Director of Community Outreach John Semones is a senior with a major in public relations and a minor in English at Bowling Green State University. John’s PR experience includes interning with Cyber PR in Brooklyn where he created campaigns for musicians and bands. He ​
plans on taking a three­month long backpacking trip through Asia and eventually moving to New York to practice PR in the publishing industry or crisis management, but outside of PR he enjoys traveling, painting and playing the guitar.
Emily Johnson ­ Social Media Director Emily Johnson is a Bowling Green State University senior with a major in public relations and a minor in marketing. She serves on the Public Relations Student Society of America Executive Board as Public Relations Coordinator and is a Promotions Director for 88.1 WBGU Live Wire Concert Series. After graduation, Emily would like to work in PR or marketing, with a specialization in social media. She spends her free time playing her ukulele, traveling and going to concerts and music festivals.
5 Pari Yost ­ U.S. Agencies’ Research Coordinator Pari Yost is a senior at Bowling Green State University, majoring in public relations and minoring in popular culture. She is the Social Media Editor at The Eighth Man, Captain and President of BG Quidditch and is the beatboxer for AcousChicks A Cappella. Pari will be graduating in the summer of 2016 and has accepted a position with the Disney College Program in Orlando, Florida from June until January. She is ultimately hoping to land a PR career involving sports and social media. When she isn’t playing quidditch and beatboxing, she loves watching shows about superheroes and drinking Dunkin Donuts coffee.
6 Opportunity Statement In collaboration with the Wood County ADAMHS Board, the U.S. Agencies public relation​
s campaign will address and bring awareness to the growing heroin and prescription drug epidemic within Wood County. Our overall goal is to create an environment of prevention, wellness and recovery by connecting individuals to ADAMHS Board resources and their partners. By combining in­depth research, strong partnerships and targeting the right audiences, our campaign will make a profound impact on this community. 7 Situational Analysis Secondary Research Fishbein, M., Hall­Jamieson, K., Zimmer, E., Von Haeften, I., & Nabi, R. (2002). Avoiding the boomerang: Testing the relative effectiveness of antidrug public service announcements before a national campaign. ​
American Journal of Public Health​
, ​
92​
(2), 238­245. This study examined the effectiveness of 30 antidrug public service announcements (PSAs) by obtaining data from 3608 students in grades 5 through 12 in 10 seconds. The results being considerable since sixteen were rated significantly more effective and 6 were significantly less effective than the control program. The main conclusion of the study is to prevent the broadcast of PSAs with a negative impact. It is better to show the consequence of drug use in a PSA than “just say no.” Within the study, there were only four PSAs that were specifically focused on heroin. Those four each were in the top six of the average mean being the most effective. What does this mean:​
It is important to understand what messages are effective when it comes to delivering messages of anti drug use since we wrote PSAs of our own. Hornik, R., & Yanovitzky, I. (2003). Using theory to design evaluations of communication campaigns: The case of the National Youth Anti‐Drug Media Campaign. ​
Communication Theory​
, ​
13​
(2), 204­224. The authors of this article presented a general theory about how national drug campaigns should be conducted. They suggested that the campaigns must be driven by a theory of effects. In order for the campaigns to be understood, it has to show evaluation design and the continued effects of behavior overtime. There should also be exposed achievement through multiple channels overtime. What does this mean: ​
Looking at this helps to understand what we needed to do in order to produce the best campaign possible. We learned that we needed to use multiple channels to reach many audiences as well as working on ways to change behavior over time. "National Overdose Deaths." ​
National Institute on Drug Abuse ​
(2015). Web. 8 This article was published by the National Institute on Drug Abuse. This piece of research includes vital statistics in regards to prescription drug abuse and overdose information. The number of overdoses due to opiates is 18,000. What does this mean: ​
We used this information to build upon the statistics necessary to complete the cube project. NPR Staff. "With Rise of Painkiller Abuse, A Closer Look At Heroin." NPR. NPR, 4 Nov. 2014. Web. 18 Jan. 2016. This article discusses the corresponding rise of heroin use with the abuse of painkillers. The most staggering statistic in this article is, “The number of people reporting heroin use in the previous year increased between 2007 and 2012, from 373,000 to 669,000. Meanwhile, federal data from 2011 finds that nearly 80 percent of people who had used heroin in the past year had also previously abused prescription painkillers classified as opioids.” Establishing this point, we can use this article to have a statistic to look at because athletes are prescribed these painkillers for broken bones or injuries that they have sustained in their sport, but many can get addicted to these drugs and the high price can turn them away from just pain killers, and open them to heroin. NPR explains how these two different kinds of opioids have similar effects that cause the addiction, relieving the pain while also causing a part of the brain to make your body feel sick when it isn’t fed with the drug, which is the cause for the addiction. What does this mean: ​
We used this article to further understand the correspondence between painkiller abuse and heroin use as well as to understand the side effects of different pain killers. "Opioid Addiction 2016 Facts & Figures." (n.d.): ​
American Society of Addiction Medicine​
. American Society of Addiction Medicine. Web. 20 Feb. 2016. This study takes an in­depth look at current opiate addiction facts and figures in 2016. The article clarifies what exactly an opiate is : “a class of drugs that include the illicit drug heroin as well as the licit prescription pain relievers oxycodone, hydrocodone, codeine, morphine, fentanyl and others.” What does this mean: ​
This gave us vital information about opiate use and trends throughout 2016 so far. It helped us form our goals and objectives and become all­around more informed about the epidemic. 9 "Opioid Abuse Prevention | Ohio Department of Education." ​
Opioid Abuse Prevention.​
Ohio Department of Education. Web. 29 Feb. 2016. Ohio’s newest bill to include opioid abuse in all health classes throughout K­12. There is a summary of what the bill includes, the requirements within the state of Ohio, and mentions that all will/should be by the power of the law, implemented by July 1, 2016. There are requirements for all members of the board, the superintendents, principals, teachers, etc. What does this mean: ​
This was used in correlation with the Health Lesson Plan that we received from Brunswick City Schools. We looked at this to see what was being covered in classes and what was still left that needed to be addressed in order for high schoolers to understand the heroin epidemic. "Opioid Overdose: State Data." ​
Centers for Disease Control and Prevention: Injury Prevention and Control​
. Centers for Disease Control and Prevention, 2015. Web. The information was published by the Centers for Disease Control and Prevention. This web page displays a map of the United States, each state defined by different shades of red. The shades of red represent the number of deaths in each state for the year 2014. Ohio is the darkest red with 2,744 deaths. What does this mean: ​
We are utilizing statistics from this data set to help complete the cube project. "Popping Pills: The Prescription Drug Abuse Epidemic in America." ​
National Institute on Drug Abuse​
(2015). Web. This article was published by the National Institute on Drug Abuse. The main focus of the article to to give statistics on prescription drug abuse. These statistics include the abuse in the world, America and the different types that are abused. The source breaks down the numbers for stimulants, opiates and tranquilizers. What does this mean: ​
We will be using statistics gathered from this data set to help complete the cube project. "Principles of Adult Learning." ​
Principles of Adult Learning​
. Canadian Literacy and Learning Network, 2016. Web. 11 Apr. 2016. 10 This was used to look at how adults take in new information best. We knew that this would be important because being that we are college students, it was hard for us to understand what the best way to reach our community and adult audience was. A lot of how they learn is a combination of visual and audible techniques. Because of this we decided that PSAs, Newspaper advertisements, commercials and Radio advertisements could be very useful in this demographic considering they are commuting to work and paying attention to the news the most. What does this mean: ​
In order to reach our oldest age demographic we had to to understand the ways that this audience learns the best. Through this we were able to create different tactics (as stated above) that can reach to this audience. Wertheim, L. Jon, and Ken Rodriguez. "Special Report: How Painkillers Are Turning Young Athletes into Heroin Addicts." How Painkillers Are Turning Young Athletes into Heroin Addicts. Sports Illustrated, 18 June 2015. Web. 18 Jan. 2016. This article opens with the story of a young star baseball player, Roman Montano, whom after a foot injury and stolen credit card debacle that got him kicked off the team at his high school, turned to the use of OxyContin use to numb his pain (from what was originally for his foot). And because of his depressed state he used all of his OxyContin, without a prescription to be filled anymore, he began to use “pill parties” and friends to get a hold of the drug. Even though he was taken to a clinic to get clean he was never able to kick the addiction and when Oxy became too high of priced, he started to use Heroin, which in the end, at the age of 22, he overdosed, which no one had been able to detect because the drugs had put him in such a state that he seemed okay to the outside world. The next three pages the story goes on to tell that heroin use is spiking and cuts across all demographics. Sports Illustrated conducted a, “Seven­month investigation [that] found overdose victims in baseball, basketball, football, golf, gymnastics, hockey, lacrosse, soccer, softball, swimming, tennis, volleyball and wrestling—from coast to coast.” Most of which had succumb to an overdose after suffering from an injury. It discusses the violence and pain of the sports are things that athletes use to believe that their bodies can take risks and still survive. The article goes on to tell the stories of many other families of athletes that had lost their children to drugs after their first addiction (to sports) was overpowered by a much stronger one, heroin. What does this mean: ​
We wanted to understand why a high number of athletes, especially in high school, are the ones getting addicted to heroin. This article is another way to understand the violence and pain that athletes are taught to get through and we used this to make sure that when Team Recovery has their assemblies at high schools around Wood County, they are sure to address the athletes. 11 Primary Research American College Health Association. American College Health Association­National College Health Assessment II: Bowling Green State University Executive Summary Fall 2014. Hanover, MD: American College Health Association; 2014. The importance of the NCHA is reflected in our objectives on the campaign. In order to evaluate the needs of Bowling Green State University (BGSU) students, we had to take a look at the evaluation of the students in regards to heroin and opiates in comparison to alcohol. What does this mean:​
This survey is reflective of the BGSU student body. Looking at the NCHA survey serves as the bride to one of our target audiences and helped us to establish a starting ground/statistics for many of our BGSU objectives. Batey, Benjamin. "Wood County Community Health Status Assessment 2015." ​
Wood County Community Health Status Assessment 2015​
5.1 (2015): 5­165. ​
Wood County Health.​
Wood County Health District, 19 Aug. 2015. Web. 12 Apr. 2016. The importance of the Wood County Community Health Status Assessment is reflected in our objectives on the campaign. In order to evaluate the needs of Wood County, we had to take a look at the evaluation of the county in regards to heroin and opiates. What does this mean:​
This survey is reflective of the Wood County community. Taking the heroin and drug use sections from the WCCHSA allowed us to look at what the needs of two of our target audiences were and helped us to establish a starting ground/statistics for many of the objectives targeting our Wood County community members as well as friends and family of those suffering from addiction. 12 EVENTS Team Recovery Rally, Zepf Center In the month of February, U.S. Agencies attended a Team Recovery rally at the Lucas County Zepf Center. This rally included a series of “pre­gaming” activities such as creating signs, networking, luncheon and many organization booths filled with insightful information on heroin, prescription drug abuse, treatment options for addiction as well as new forms of medication to battle the addiction. U.S.Agencies used this opportunity to expand the relationship and possible collaboration with Team Recovery as well as to learn as much as we could on the epidemic. During our time at the rally, we gathered pamphlets as well as brochures. We also took this as an opportunity to network. Members of our team met a mother who had recently lost her son to heroin. Others met people from Wood County who were eagerly awaiting resources for family and friends as well as those who struggle with abuse. The rally consisted of a panel discussion as well as a mile long walk. The discussion panel had speakers from the Lucas County Sheriff's Department, the DART Program, Zepf Center Representatives, and personal stories from members of Team Recovery. U.S.Agencies proudly represented BGSU with a sign and open ears for all of those who wanted to share their stories as well as hear about our fight against the epidemic with the help of the ADAMHS Board. What does this mean: ​
At this rally we were able to get a first hand look at the people in our community being affected by the heroin and prescription drug epidemic. We also were able to see how important it is that designated community leaders are aware of the epidemic and are willing to create a plan that works to address it. Team Recovery School Assembly To better understand how the message of drug prevention among the high school demographic, U.S. Agencies attended a drug prevention assembly put on by Team Recovery at Genoa High School. Team Recovery, an organization of past heroin users and supporters, strive to help addicts struggling with the heroin epidemic find resources to get sober. Team Recovery has moved their cause to the classroom by holding presentations at local high schools in the area to discuss the dangers of heroin. Team Recovery’s message is different than the average message of the D.A.R.E. program. The founders and past heroin users of Team Recovery share their personal struggle with their addiction of drugs and alcohol. Founder Matt Bell, began Team Recovery’s presentation by warming up the students with a few jokes and a general message to the students of what heroin and opiate pills are. He states, “addiction doesn’t make you a bad person.” 13 First to demonstrate the size of the epidemic Matt shared statistics expressing the impact heroin dependency has on the community: 10,000 people are suffering from prescription drug addiction in Lucas County, 80% of heroin users start by taking pain pills and the three chairs on the stage during the presentation represent the three opiate deaths in Lucas County a week. To spark student participation Matt asks students who are athletes, artists or musicians to raise their hands. After choosing 16 students out of the group, he states, “out of 600 people, roughly the size of the auditorium 16 of your friends will have some incident related to alcohol or drug addiction/offense and two of you will die from opiates.” By visualizing the impact of how large the problem is to students, this helps them understand the epidemic on a personal level. Uniquely Matt shares his own personal struggle with addiction and heroin use, explaining he never saw himself in this position until after a family member’s death and emotional distress led him down a bad path. Matt expresses his addiction started with a cigarette that steered him to alcohol and drug abuse. Matt also interpreted the dangers of painkillers and opiate addiction correlating it back to athletic injuries and surgeries which led to the addiction of heroin. Team Recovery’s message that small mistakes can lead to big consequences and that while today’s young age demographics carelessness can have major repercussions. Matt states, ”not only just drugs and alcohol can change your life forever, but situations like drunk driving, unsafe sex, fights and poor social media use can also damage your life. Additionally, former heroin user and member of Team Recovery, Sarah localized the epidemic by sharing her personal story of her days at Genoa High School and her path to heroin. Sarah expressed while in high school the social pressures of the community led her to rebel into alcohol and drug abuse. Sarah’s message is to eliminate the stigma that comes with addiction and address the problems to overcome them. Also, Sarah shares a special message to the young girls in the audience of self­esteem and self­respect correlating it back to her path of drugs. Team Recovery tries to resonate with students by having young people on their team speak to young people about real situations and honest descriptions the youth can relate to and trust. Team Recovery’s experience with drugs and heroin give them credibility amongst students and spread the information in a better way than an authority figure could. At the end of the presentations the team opened the floor for questions in which students asked about where to find help and how they could participate in the fight against heroin. Students had an overwhelming positive response to Team Recovery, and nearly 20 students asked for guidance for personal and family issues. Matt expressed that many of the students had small issues but what is important is that they realized there is something they don’t like and they need to change it. 14 What does this mean: ​
At the assembly we learned more about Team Recovery’s mission and we decided to pursue our collaboration with them further because we were able to see the number of students that were asking questions afterward. Because we went to this assembly Team Recovery was willing to work with us to bring their assemblies to Wood County. Opiate Task Force Meeting 2/5/16 The meeting began with a quick introduction. It was Team Recovery’s first task force meeting and they told their stories about struggling with addiction, their mission for Lucas County, and the need for awareness. The organization was created during their time at Zepf Center and is built on the foundation of sobriety. Team Recovery explained their rapid amount of growth, the success of their first anti­heroin walk as well as the upcoming rally at the Lucas County Zepf Center. There was also a moment to discuss the importance behind weekly meetings of the ​
Family After Addiction or Death ​
(FAAD). Many updates were given on the Wood County recovery house as well as the future program implementation of the opiate sub committee. The meeting then moved on to both Varran and Vivitrol, two medications used when someone is in need of an emergency due overdose as well as a drug that helps wean people from the use of heroin. There was also discussion on the continuing battle to establish adult probation when charged with crimes related to addiction. NARCAN was established in CVS and the Lucas County Health Department, where it is free for those in need. The task force stressed that even with the use of NARCAN, the person in question should be taken to a hospital immediately because NARCAN is simply a time­restricted relief to overdose. Speaker from SOLACE spoke on the need for a commercial to destroy all stigmas that come with the drug (who uses, what happens, and the epidemic). The task force then describe the benefits of the 211 hotline, which will link the caller with the provider in their area. Wood County was awarded the grant to utilize the SBIRT Screening Brief Intervention to Referral and Treatment. Opiate Task Force Meeting 4/8/16 The meeting began with quick introductions before talking about the Fall Walk event in Bowling Green. The task force touched on the importance of reaching out to BGSU student athletes and how they will use Team Recovery as well as the student Rec and Wellness Connection on campus. 15 The topic was changed to NARCAN training and how to properly get NARCAN in the hands of police. Member Doug Cubberley, spoke on the hopeful funding from the Supreme Grant for treatment of Vivitrol in the county jail. There was then a discussion of drug trends in Bowling Green. Addictions starting in late ages of 50’s and 60’s were discussed and the task force proposed the question why the heroin battle is a harder fight than some of the other drugs. Johgemones spoke on the BGSU Campaign’s course project. With his team and U.S. Agencies, the students are raising awareness of the epidemic and are in charge of constructing a public relations proposal for the Wood County ADAMHS Board. The group spoke on relationship with Team Recovery as well as other heroin­related facts learned throughout the course. Updates on the Wood County Recovery House were revealed. The Zepf center secured a location, ordered beds, and had obtained a zoning permit. There was a meeting with the members of the neighborhood (people of Bloom Township) who responded negatively to the idea of a recovery home. The topic of the the stigma that comes with heroin was discussed. What does this mean: ​
Going to the Opiate Task Force meetings helped our group to gain an understanding of what was being done and what needed to be done in Wood County in order to raise the awareness of the epidemic. We used these meetings as a way to gain connections with other ADAMHS Board collaborating clients in order to meet our goals and objectives for our audiences. 16 INTERVIEWS Throughout the creation of our campaign, U.S. Agencies contacted several individuals who have a wide variety of opinions on the subject of heroin or prescription drug misuse. These interviews gave us helpful insight into the heroin epidemic through the eyes of those who have a unique perspective on the subject. Doug Phelps, Recovering Heroin User Doug Phelps grew up in a small, rural town an hour north of Columbus, Ohio and has struggled with addiction for most of his life. He drank his first beer at 11, which slowly lead him to a life of addiction and drug abuse. Back pain led him to oxycontin, and when that became too expensive he began using heroin. Because of Doug’s background of drug abuse, he gave us personal insight into his experience with the heroin epidemic. He shared intimate stories about how heroin has affected his life directly, including what he’s lost as a result of his drug abuse and his current feelings about the drugs and addiction. “It’s evil,” Doug said. “I hate [heroin] with a passion. ​
After so long you get sick of being sick and hopefully you learn a thing or two about how to stay clean.” He found that rehabilitation was most beneficial to him when pursuing sobriety. After being in and out of rehab four times, Doug has been sober since November 10, 2015. He confesses, “t​
here’s usually an underlying problem that needs to be addressed,” which solidifies what we’ve learned from various speakers about trauma in regards to addiction. Doug added that he doesn’t necessarily believe addiction is genetic, but rather that people have addictive personalities. He also noted that he didn’t receive anti­drug programming in middle or high school, but believes it could’ve helped with his drug abuse. Doug also explained that he didn’t start using heroin until he was 41­years­old, but that it’s very easy to get. “I used to think it was mainly in big cities, but it’s not anymore.” He left us with an important, key message to keep in mind throughout the creation of our proposal: “It can happen to anyone. I never thought it would happen to me.” What does this mean: ​
This interview was used to look at the life of someone who is suffering from a heroin addiction. We asked many questions and found that the most valuable information was the understanding that it can happen to anyone and we knew that we were going to need to make that message clear throughout our campaign. 17 Morgan Phelps, Daughter of Recovering Heroin User Morgan Phelps is a student at BGSU and graduating in Spring 2016 majoring in Public Relations with a minor in Communication. Maintaining two jobs, she is active on campus and takes her studies seriously. Phelps is from a small, rural town an hour north of Columbus, Ohio and grew up with a father who struggles with drug abuse. With her parents divorcing when she was two­years­old, Phelps first found weed in her dad’s car when she was nine. After she told her mom what she discovered, her visits with her dad were ​
cut short ​
and Phelps's mom had her go to therapy in 5th and 6th grade. Phelps states, “This whole thing was hard for my mom and since she didn’t know how to talk to me about it, the therapist we there to talk to me.” At the time, Phelps did not like going to the sessions, but now in hindsight, she believe it was good for her and her mom made the right choice. Acknowledging that there is a stigma, Phelps doesn’t like to talk about her father because to her it is embarrassing and makes her feel uncomfortable. However, she does explain that “It’s sad that heroin and drug addiction is such a taboo thing and often times you don’t think about the friends and the family, you just think about the addict.” By talking about it though, it helps erase the stigma and helps family and friends with their own recovery. When thinking back to her dad’s parents, Phelps describes the repercussions they have felt such as being in debt from helping out their son with rehab, food and other money that most likely went to drugs. Since Phelps is from a rural town, when her dad would get in trouble with the law, a lot of people would recognize her name in the paper and ask her during school. Around high school, the hype was lost since most people knew he was dependant on drugs. At one point, Phelps’ dad was in prison for three years when she was 11 and she looked forward to going home after school to read a letter from her dad. However, around age 17, Phelps had “had enough” and stopped talking to her dad. Now 21, Phelps has started talking with her father again through Facebook and has learned that he is living in a nursing home. “I’m still very angry and I’m trying to move past it, but it’s hard to move on from all of the things that he had put me through.” What does this mean: ​
This interview was used as a second­part to Doug Phelps’ interview. Morgan is the daughter of a father suffering from a heroin addiction so we thought it was important to understand what she went through growing up and what services she wished she had known about. The most important piece of information that we gained through this interview was how much of a stigma knowing someone 18 with a heroin addiction can have on someone. This interview was also the main inspiration behind our “And I Am” campaign. Keith Walker, Walker Funeral Homes of Toledo, Ohio Keith Walker, of Walker Funeral Homes in Toledo, has felt the impact that the heroin and opiate epidemic that has affected the community. Walker has seen the numbers of heroin and opiates overdoses tremendously increase over the past few years, over the past month Walker has hosted six funerals related to heroin and opiate deaths. These funerals have large turn outs usually due to the young age of the deceased with a mixture of both family, friends and those currently struggling with heroin and opiate addiction. Walker felt that this issue needed to addressed in the community, this year Walker Funeral Home look a portion of their marketing budget to raise awareness of the heroin and opiate epidemic. Walker released billboards, TV commercials and radio messages to raise awareness and educate those about resources in the area. Although Walker had no knowledge of the ADAMHS Board, he supplies resources provided by agencies sponsored by the ADAMHS Board. ​
Walker has developed strong partnerships ​
with Team Recovery 419 and ​
The Zepf Center, A Renewed Mind, Harbour Behavioral Health Care and Arrowhead providing information ​
that specifically addresses the heroin epidemic and ​
agency resources. What does this mean: ​
This interview served as a way to understand what local funeral homes were doing to reach the families and friends of those that were lost to a heroin addiction. We wanted to make sure that we could bring ADAMHS Board resources to funeral homes. Carol Yost, Middle School Principal for 13 Years and District Administrator for 3 Years Carol has been working in education for 22 years so her first hand experience was valuable when working to evaluate what tactics would work best for our high school audience. Though the heroin epidemic has not been prevalent in their school, Yost is aware of the problem in the community and county. Brunswick City Schools, the district that Yost works within, have made the decision to put their required Health class at the high school level online. It will cover all of the state requirements and allow students to fit more classes into their schedule. The district is looking at a couple of state approved programs and have not decided on one in particular. Benefits of students taking the online program would, “Allow students more time in their daily schedule for other classes. We are a one­to­one district and this will be a hybrid class to take along with their daily course work,” Yost explained. 19 Brunswick is located within Medina County, 20 minutes south of Cleveland. In Brunswick, police officers are carrying Narcan in their cars, During the week of the interview Yost had known of at least four cases where that Narcan had to be used in an overdose. When asked why the heroin epidemic has taken a toll in her town, she explained that there are not enough facilities available for treatment. In Media County there are no rehabilitation facilities but even though it is recognized that there is a need for a facility, a stigma is created that begins to make Brunswick look unsafe so the community members argue, “Not in my neighborhood, put it somewhere else.” Despite the obvious need for it. Though she may not be a teacher in a classroom, Yost was still able to see students usage of over the counter medication because it is easily obtained and is most commonly used by high schoolers. “I am personally aware of several students who have started with oxy and moved to heroin simply because they could not afford the $80 a pill for oxy.” To Yost, finding drugs within a school goes beyond a discipline issue and moves into a crime. In Brunswick, there are, “Liaison officers in every school (1 high school­ 3 middle schools­ 7 elementary) and it is important for them to build relationships with our students. For some of our students their only contact with the police are adversarial when dealing with families or family members,” Yost said in response to how drug issues are handled within their district. Like Brunswick, many schools have trouble with creating a working anti­drug program. Yost said that she would want to research what is currently working from the different programs and build off of each their successes. But she also believes that teaching in the schools will prevent the problem, “I believe it more important that we as a community intervene before it a child, or student, tries drugs for the first time. From my history, and experience, it not the college student or the goal oriented student who is the one app to experiment with hard drugs it more the person who is lost or trying to find his/her way. With that said, I do see that connection between Opioid addiction and Heroin and how a quick and easy high at a party can lead to a serious addiction or death. I feel the best way to approach high schooler or college students is straightforward, honest facts.” One of the hardest things about educating students on the subject of drugs is that students tend to laugh it off thinking that it will not affect them. But Yost explains that, “Students who approach the subject as a joke are usually the ones who need this information the most. Joking or laughing it off is usually an indicator that the student has had contact with drugs already somewhere in their life whether that be parents, older siblings, or themselves. You allow them to joke, usually because they are nervous about the subject, but you have to make sure they are getting the information.” To combat this, many school districts have used the D.A.R.E program and Brunswick is no different but Yost has seen that it is proven to be an ineffective deterrent for drugs within the youth. She has seen different programs work and noted the success to early education, “One of the more powerful presentations we have had was an assembly with inmates from the jail. They came to share their stories of how they got to where they are. It was very impactful to our 7th and 8th graders, and a little scary.” In school, it seems as though your reputation is everything, so when you or a family member struggle with addiction the stigma that surrounds this, causes the importance of the interview with Carol Yost is that this is an epidemic that needs to be addressed in both the community and in the schools. Through talking with experienced educators, you can learn what 20 has worked and what hasn’t. Drug education has come out of the closet and moved beyond the whispers to something we need to face head on as a true epidemic. Carol Yost provided us with a lesson plan from a Health class at Brunswick High School. See Appendix B. What does this mean: ​
This interview was important to understand one example of what high schools are doing to educate their students about the heroin and prescription drug epidemic as well as to understand what an administrator believes is needed to lower the rate of heroin users in high schools. This interview was one of the most valuable pieces of information that we used to create our tactics for our high school demographic. Something else that was valuable from this interview was the lesson plan that we were able to receive. From this we learned what else needed to be covered for the high school audience. 21 FOCUS GROUPS The importance of the focus groups was to build an understanding of the perceptions behind the heroin and prescription drug abuse epidemic. Before the campaign could really begin, U.S. Agencies had to find out what people already knew, what they need to learn and perceptions that could be corrected. It is an important part of the proposal because it ultimately is the starting line to the awareness and behavior based campaign. U.S. Agencies wanted to find out if students and members of the community had an idea image for people who struggle with abuse. We wanted to know if the people of Wood County understood the dangers of abuse prescription drug. The focus group allowed for U.S. Agencies to learn about the epidemic, the stigma and so much more from those who had not completed a month's worth of research or who had not spoken to any professionals. It was important for U.S. Agencies to understand the perceptions behind the heroin and prescription drug abuse epidemic from the students of Bowling Green State University as well as Wood County Community members. Two focus groups were held, one on campus and one at Grounds for Thought in Bowling Green. BGSU Students The focus group consisted of nine students. No one was aware that Ohio was number two in regards to heroin related deaths. A large portion of the group thought it was an issue in Wood County. The students in the focus group believed that 2 to 4 percent of students use heroin. There was a common belief that someone who is struggling with addiction can be overlooked. There was no common appearance of a person struggling with addiction. One participant suggested that a user of heroin might be skinny, have track marks. Some students were aware of counseling provided by the university, but most were not aware of any on­campus counseling or groups to go to if seeking help. Students believed that more services should be advertised if it is an issue. No one knew who the ADAMHS Board is and of their resources. Half of the participants understood that prescription drug abuse stems to heroin addiction. The blame was not directly on those who abuse, but also on the doctors that prescribe too much of the medication. The participants believe that 30 to 40 percent of students at BGSU abused prescription drugs. The perceived most abused drug on campus is ADHD or ADD medication such as Adderall. They believe that it is easy to access on college campuses and that people use it as a crutch when preparing to do schoolwork. Xanax was mentioned as another perceived commonly abused prescription drug on college campuses. All students knew how to get prescription drugs if they wanted. There was also a common fear of reaching out for help in regards to their friends or family who abused. One participant did not want to get someone in legal trouble when they seek 22 help for others. There should be less penalties and more treatment options in regards to drug abuse. Everyone believed that addiction should be treated like a disease. What does this mean: ​
In order to understand our BGSU audience, this focus group was important to understand what students think and know about the ADAMHS Board and the epidemic in general. We used this focus group to understand what more information needed to be added to our campaign, for instance, proper disposal was something we decided we need to address. Community Members In the community based focus group, we had two people who have worked closely with the ADAMHS board, a man who has become involved in the cause against the epidemic due to the death of his son, and a woman who was unaware of the epidemic. Three out of the four knew that heroin and prescription drugs was an issue nationwide and statewide. All four understood and knew that it was a rising issue in Wood County. Three out of four was aware that Ohio was number 2 in leading deaths due to heroin. People believed that upwards of 2%­5% were struggling with addiction of heroin. When asked for suggestions to tackling the issue of the heroin epidemic on a local level, one man answered with a line from Jaws, “we are going to need a bigger boat”. He elaborated by saying there needs to be more awareness of the issue and places for treatment such as detoxing facilities and recovery housing. When talking about treatment options, people of the focus group conversed on whether or not some of the new forms of medication was ultimately trading one dependency for another, very similar to the opiates to heroin transformation. When asked for descriptions of users, the group did not focus on physical attributes. They used words like “no socio­economic bounds” and “no discrimination”. The woman who was not fully aware of the epidemic said that before the focus group, she would have thought that a person struggling with addiction would “could be anyone” “acts desperate, erratic” and did not think that prescription drugs were the gateway to heroin. There was a perception that heroin abuse stems from “stress”, “extreme pain” and “opiate abuse”. The group believed that heroin affects everyone in the county. When people abuse, their families and the community are emotionally affected. Productivity in businesses and work drops which leads to unemployment. People are financially drained due to abuse as well as for families who spend money on treatment. Crime rises due to stealing and robbing. One man believed that there is a clear “wall” between resources provided in Lucas and Wood County. The man stressed that he is constantly going to FAAD meetings, Team Recovery rallies and more in Lucas County because he is unaware of options available in Lucas County. When the focus group shifted from heroin addiction to prescription drug abuse, all four people made it clear that they were aware of the abuse. The group believed that pain killers were the most abused prescription drug at the moment and that BGSU was struggling with the abusing of adderall and “focus” drugs. Two out of four admitted to being offered a prescription 23 drug that was not prescribed to them. The female told a story about how she had to “rate” her pain at the emergency room. She said, in order to get the medicine she wanted prescribed, she had to admit that there was something really wrong with her. One of the four disposed of prescription drugs properly. Two others were aware of proper disposal techniques but unaware of where to drop them off. In the wrap­up, one out of four persons in the group knew of the resources for prevention and treatment. The group discussed the need for education of prescription drugs before leaving the hospital as well as ways to dispose of the drugs. The group also discussed the need for education of pharmacists to avoid patients from “fishing” for pills. What does this mean: ​
To reach our Wood County community demographic we had to understand what community members had already known about the epidemic as well as the ADAMHS Board and then used this to create tactics for that demographic. What was valuable about this focus group was hearing each community member’s connection to the epidemic and what they have been doing to raise awareness themselves. 24 Applied Theories Social Cognitive Learning Theory The U.S. Agencies Public Relations campaign is based around the Social Cognitive Learning Theory, which states that behaviors are influenced by internal, as well as environmental factors. For instance, a certain behavior will be performed if the positive outcome(s) will outweigh the negative ones. If someone has not performed a particular behavior yet, then the perceived positive and negative outcomes are based upon the outcomes experienced by others who have performed such behavior(s). We can put this statement into an example that relates to the heroin and prescription drug epidemic. Imagine you broke your arm after falling off your bike and needed surgery to help with the healing process. Because of the pain, you were prescribed vicodin. Weeks after the accident, you still take your pills daily and once your prescription is finished, you feel ill and have so withdraws, so you mention something to a coworker who discreetly refers you to a drug dealer. However, this drug dealer does not have any pills and instead sells you a dose of heroin. You take it and instantly became hooked. According to Social Cognitive Learning Theory, a person who was not addicted to prescription drugs may or may not act on finding heroin depending on internal and environmental factors. Also, a person or persons may not act on buying the heroin unless the thought was planted in their head through another individual. If a person does not become addicted to the prescriptions drugs in the first place, then they will not seek out other options to fill their dependency. With this theory in mind, we have designed a campaign that educates high school and BGSU college students as well as Wood County community members about prescription drug abuse and how it can lead to heroin dependency. Health Belief Model The second theory that the U.S. Agencies Public Relations campaign is based around is the Health Belief Model. This model explains the conditions that are necessary for behavior change to occur. The Health Belief Model states that an individual will take action to prevent, screen for, or control a disease or condition based on six factors. 1. Perceived susceptibility: The individual must believe that he or she is susceptible to the condition. 2. Perceived severity:The individual must believe that getting the disease or condition leads to severe consequences. 25 3. Perceived benefits: The individual must believe that engaging in the preventive behavior will reduce the threat or provide other positive consequences. 4. Perceived barriers: The individual must believe that the tangible or psychological costs of performing the behavior are of less magnitude than the benefits. 5. Cues to action: The individual must encounter something that triggers readiness to perform the behavior. 6. Self­efficacy: The individual must believe he or she can take action. We can put this theory into an example that relates to the heroin and prescription drug epidemic. Imagine Kate is a 23­year old female who is in the target audience of a heroin and prescription drug awareness campaign. She has learned about the dangers of drug abuse and knows that her friend Beth is at risk for abusing heroin or prescription medication because of her rough upbringing. Her friend has started to abuse prescription drugs because her mom used to do so. Using the Health Belief Model, behavior change messages would include several elements and by having Kate aware of the campaign, it allows to her educate Beth. With Ben being educated, she can become more aware of her dependency and receive the helps that she needs. With this theory in mind, we have designed a campaign that educates high school and BGSU college students as well as Wood County community members about the effects of becoming dependent on prescription drugs. 26 Target Audiences Why U.S. Agencies chose five primary target audiences within Wood County to focus on throughout our public relations plan: 1. Wood County High School Students:​
​
Instead of focusing on all Wood County high school students, U.S. Agencies targeted high school upperclassmen between the ages of 16 and 18. ​
According to the Wood County Community Health Assessment Report, ​
8% of youths over the age of 17 used prescription medication to get high. Because of this statistic, it’s important to focus on those who may be at risk to begin abusing prescription medication and those who already are. 2. BGSU Students:​
BGSU students make up a large percentage of the Wood County community. The Wood County Community Health Assessment Report found that in 2014, nearly 10 percent of BGSU students admitted to abusing pain medication and nearly 12 percent said they abuse stimulants, such as Adderall. According to that same survey, nearly one percent have used heroin within the past thirty days. We’ve also learned that the typical, first­time heroin user is a 23­year­old white female, which falls into college­aged students. College students are frequently exposed to alcohol and drugs, which means that our anti­heroin and anti­prescription drug misuse are extremely important to this audience. 3. Community Members:​
This audience specifically focuses on Wood County community members, ages 24­35. The Wood County Community Health Assessment Report found that 6 percent of of adults in Wood County abused their prescription medication in 2014. It’s important to this campaign to reach community members to truly create an environment of compassion to get those who struggle with addiction to seek the resources they need. 4. Friends and Family Members of Drug Abusers:​
This has been a crucial audience in our campaign, as we strive to erase the stigma associated with not only those who struggle with drug addiction, but their friends and family as well. It’s important to U.S. Agencies to foster an environment that eliminates the embarrassment and shame that some family members and friends feel as a result of being associated with those who struggle with heroin/prescription drug abuse. 5. Heroin/Prescription Drug Abusers:​
As we’ve highlighted, it’s clear that there is a heroin and prescription drug epidemic happening in Wood County. It’s crucial that we connect these individuals to ADAMHS Board resources so they can receive the help and support they need. 27 Why U.S. Agencies chose three secondary target audiences within Wood County to focus on throughout our public relations plan: 1. BGSU and Wood County High School Faculty:​
The faculty at BGSU and Wood County high schools should be knowledgeable about the ADAMHS Board and the resources it offers so they can reach out to students they see are struggling. If faculty are knowledgeable about the ADAMHS board, they’ll ideally spread positive messages about the board, as they have a great deal of influence in students’ lives. 2. BGSU and Parents of Wood County High School students:​
Parents of high school and BGSU students want to see their children succeed. Often times, students turn to their parents for advice, and by sharing ADAMHS Board resources throughout Wood County, parents will be better educated and will share that information with their children. 3. BGSU Alumni: ​
Alumni want to see their alma mater succeed and continue to make strides on campus. By promoting ADAMHS Board resources to alumni, they could be more willing to financially support the ADAMHS Board, as well as BGSU to insure that anti­heroin and prescription drug promotions and events continue. 28 Goals and Objectives Goal #1: Raise awareness of the national heroin and prescription drug epidemic affecting Wood County. Objectives: 1. Raise awareness of the heroin and prescription drug epidemic by 20 percent among 16­18 year olds. (NCHA 2014) 2. Raise awareness of the heroin and prescription drug epidemic by 20 percent among BGSU students ages 18­23. (NCHA 2014) 3. Raise awareness of the heroin and prescription drug epidemic by 20 percent among Wood County community members ages 24­35. 4. Raise awareness of the heroin and prescription drug epidemic by 5 percent among family and friends of those suffering from addiction. Goal #2: Educate target audiences about the Wood County ADAMHS Board. Objectives: 1. Educate 20 percent of Wood County high school students about the Wood County ADAMHS Board and collaborative organizations. 2. Raise awareness among 20 percent of BGSU students who recognize the ADAMHS Board. 3. Increase the number of ADAMHS Board events/sponsorships in partnership with BGSU by 30 percent. 4. Establish ADAMHS Board logo placement in 3 print materials BGSU students interact with. 5. Raise awareness among 15 percent of Wood County community members who are familiar with the Wood County ADAMHS board and their resources. 6. Increase ADAMHS Board advertisements (i.e commercials, PSAs, etc.) by 20 percent. Goal #3: Address the misrepresentation behind heroin and prescription drug abuse​
. Objective: 1. Clarify the number of 16­18 year olds who actually abuse prescription drugs vs. the amount of perceived students who abuse prescription drugs by 20 percent. 2. Educate 20 percent of community members who are aware that prescription drugs are often a gateway to heroin. 3. Decrease heroin and prescription stereotypes regarding the social and physical attributes surrounding abusers assumed by high school students, BGSU students and community members among 10 percent of each segment. 4. Inform 10 percent of family and friends on the negative perceived attitudes behind heroin and prescription drug addiction through support groups and information shared from Wood County ADAMHS Board social media. 29 Goal #4: Increase the number of users seeking and participating in treatment and counseling, as well as to decrease the number of people struggling with addiction to heroin and prescription drug abuse. Objective: 1. Increase the number of adults ages 24­35 in Wood County who have sought drug abuse treatment and couseleling for themselves and or a loved one from 2 percent to 7 percent. (Wood County Community Health Status Assessment 2015) 2. Decrease the number of youth ages 16­18 in Wood County who are unsure about where to seek drug abuse treatment and couseleling for themselves and or a loved one from 6 percent to 2 percent. (Wood County Community Health Status Assessment 2015) 3. Decrease the number of adults ages 24­35 in Wood County who believe the negative perceived attitudes behind seeking treatment for themselves and/or a loved one by 5 percent. 4. Decrease the number of youth ages 16­18 in Wood County who believe the negative perceived attitudes behind seeking treatment for themselves and or a loved one by 5 percent. 5. Decrease the number of BGSU students who believe the negative perceived attitudes behind seeking treatment for themselves and or a loved one by 5 percent. 6. Decrease the number of youths ages 16­18 in Wood County who has ever done heroin from 2 percent to 1 percent. 7. Decrease the number of adults ages 24­35 in Wood County who has ever done heroin by 1 percent. 8. Decrease the number of BGSU students in who have used heroin drugs by 1 percent. 9. Decrease the number of adults ages 24­35 in Wood County who abuse prescription drugs from 6 percent to 4 percent. (Wood County Community Health Assessment 2015). 10. Decrease the number of youths ages 16­18 in Wood County who abuse prescription drugs from 8 percent to 6 percent. (Wood County Community Health Assessment 2015). 11. Decrease the number of BGSU students in who have abused prescription drugs by 1 percent. Goal #5: Promote the proper use and disposal of prescription drugs. Objective: 1. Decrease the percentage of BGSU students in Wood County who take prescription pain killer medication that was not prescribed to them from 9.7 percent to 6.7 percent (NCHA 2014). 2. Decrease the percentage of BGSU students in Wood County who take prescription stimulant medication that was not prescribed to them from 11.7 percent to 9.7 percent (NCHA 2014). 3. Decrease the percentage of high school students ages 16­18 in Wood County who abuse prescription medication by 5 percent (Survey to be put in place). 4. Increase information of proper prescription drug use and risks to those who are newly prescribed medication by 5 percent (Survey to be put in place). 30 5. Increase knowledge of community, BGSU and Wood County, prescription drug drop­off locations within Wood County by 10 percent (Survey to be put in place). *Strategies and tactics on next page 31 Strategy Tactic Content Raise Awareness of the Heroin and Prescription Drug Epidemic Team Recovery 419 Team Recovery to host assemblies in Wood County High Schools Team Recovery shares personal stories, hosts Q&A’s, discusses drugs, alcohol and the power of choices. They will also distribute ADAMHS Board brochures. Team Recovery collaborates with Student for Sensible Drug Policy Team Recovery hosts a table at Big Playground to discuss heroin epidemic and provide information about ADAMHS Board resources. They will also pass out ADAMHS Board sunglasses and laptop stickers. Develop “And I Am” Project Create “And I Am” posters directed toward family/friends of those who suffer from heroin/prescription drug abuse, the goal is to erase the stigma of heroin addiction. The ad will read: “My ___ struggles with heroin addiction, and I am ____.” We will also utilize the hashtag #WCErasesTheStigma. This is intended to acknowledge that a family/friend is struggling with drug abuse, but to also highlight that you yourself are succeeding. For example, “My mom is a struggles with heroin addiction, and I am a varsity soccer player.” The “And I Am” poster will also provide information for ADAMHS Board resources. Place “And I Am” posters in participating Wood County High Schools. Place “And I Am” posters throughout BGSU campus, 32 including residence halls, dining locations, educational buildings, the library, Bowen­Thompson Student Union, etc. Place “And I Am” posters throughout Wood County at participating locations. Cube Project Place large glass cube in Wood County Library, Bowen­Thompson Student Union oval as well as during the time of Campus fest within early September 2016. The cube will have placebo pills, each water pill representing a certain number of people struggling with addiction or deaths regarding prescription drug abuse. There will be different colored pills for nationwide, statewide and local statistics. The project will give students of BGSU and Wood County members a visual on the impact that prescription drug abuse epidemic is having on the nation, the state of Ohio, locally and for college students. Have students guess how many pills are inside of the cube. If they’re off by 100 or less, they’ll get an ADAMHS Board t­shirt. Pass out sunglasses with ADAMHS Board logo on the sides and laptop stickers. Pass out existing ADAMHS Board brochures. Raise awareness of the ADAMHS Board and the different resources the board offers. Pass out handouts with facts about the dangers of prescription drug abuse. Raise awareness and inform students of the dangers of prescription drug abuse. Students will also have a chance to win a prize pack (including an ADAMHS 33 Board t­shirt, sunglasses, coffee mug, sticker and $25 gift card). International Overdose Awareness Day (August 31) ADAMHS Board to host International Overdose Awareness Day at Bowen­Thompson Student Union on BGSU’s campus. Set up a table in the Bowen­Thompson Student Union to raise awareness about International Overdose Awareness Day by handing out ADAMHS Board resources, overdoseday.com handouts and general information about heroin and prescription drugs. Info at: www.overdoseday.com. Pass out ADAMHS Board coffee mugs to various coffee shops in Wood County. The first fifty people to go to Flying Joe, Flatlands, Grounds for Thought, Coffee Amici and Higher Ground Coffee Shop will receive a complimentary ADAMHS Board coffee mug. This will be promoted on social media. Slogan “Serving the Needs of Our Community” The goal of using the existing slogan in our materials is to recognize that there are valuable resources within Wood County, brought to you by the ADAMHS Board. Collaborations BGSU Collaborations GSW Writing Competition Working with the GSW Department to create a GSW Writing Competition on the impact of the heroin and prescription drug abuse epidemic The competition will give the opportunity for GSW students to research and write about the epidemic with the chance of being published and to win a prize pack (including an ADAMHS Board t­shirt, sunglasses, coffee mug, sticker and $50 gift card). See Appendix H for full 34 project proposal Student for Sensible Drug Policy By teaming up the with BGSU Student for Sensible Drug Policy organization, the student­run organization can help maintain the cube project and the booth with Team Recovery at Big Playground. The student organization and the ADAMHS Board partnership allows the Student for Sensible Drug Policy to spread the resources and opportunities of the ADAMHS to BGSU. By having Team Recovery present, students can understand the heroin and prescription drug epidemic through the eyes of someone who has struggled with drug abuse. Sunglasses and stickers will be given to students, as well as a chance to win a prize pack via raffle (including an ADAMHS Board t­shirt, sunglasses, coffee mug, sticker and $25 gift card). VCT Synthesis Class Work with VCT majors during their synthesis class ​
to implement a topic about the heroin and prescription drug abuse epidemic. The ADAMHS Board can use the two commercials that are created for their website and on­air awareness. The topic will bring awareness to the issue as well as improving students video, audio and creative techniques. Students will also receive real­world experience by working with a community client. A commercial allows awareness to spread at a faster and larger level. See Appendix G for full proposal Campus Fest Set up a table at BGSU’s Campus Fest. The ADAMHS Board will set up a table at Campus Fest and pass out information and talk with students. The “cube” will be set up for display, and the board will also distribute sunglasses, and have a raffle for a prize 35 pack (including an ADAMHS Board t­shirt, sunglasses, coffee mug, sticker and $25 gift card). Refreshments will be available as well. BGSU Athletics Shoot ADAMHS Board t­shirts out of “t­shirt cannons” at BGSU athletic events. SIC SIC Partner with the student spirit organization, SICSIC, to hang informational signs across. SICSIC is known for placing signs around campus, however through our collaboration they’ll be able to spread awareness about the heroin and prescription drug epidemic. Wood County Collaborations SOLACE Distribute informational brochures, provide meeting times and locations via social media. Provide informational flipbook (see below) to SOLACE guests. Dunn Funeral Home Provide information about the ADAMHS Board and their resources, as well as SOLACE meetings times and locations for grieving loved ones. Pass out existing ADAMHS Board brochures, as well as flipbooks (see below). Wood County Jail Distribute ADAMHS Board brochures to the Wood County jail to connect those struggling with heroin or prescription drug abuse with the correct resources. Wood County Hospital Provide ADAMHS Board resources to Wood County Hospital to connect those who have potentially overdosed on heroin or prescription drugs to the correct resources. Pass out existing ADAMHS Board brochures, as well as flipbooks (see below). 36 Narcan and Vivitrol Informational Sessions Host five informational meetings about Narcan and Vivitrol for the Wood County community. Collaborate with the Wood County Health Department, Falcon Health Center, Wood County Sheriff's Office and the Wood County Hospital. Distribute ADAMHS Board sunglasses and stickers. Provide information about proper prescription drug disposal and drop­off locations. Social Media Campaigns #WCEndsDrugStigma This will be applied to social media posts that specifically aim to erase the stigma surrounding heroin abuse and prescription drug misuse. #WCADAMHSBoard This will be used on all ADAMHS Board social media posts. This way, anyone will be able to click on this hashtag and see all ADAMHS Board posts and posts from other users who use this hashtag. #AndIAm This hashtag will coincide with the And I Am campaign, and will encourage followers to share how they overcome the stigma placed on loved ones of drug abusers. International Overdose Awareness Day August 31 Encourage social media followers to share why International Overdose Awareness Day is important to them by posting using #WCADAMHSBoard. #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to 37 share information (in Q&A format) about heroin and prescription drug misuse. To foster interactivity, followers that answer whether a question is true or false or answer the question given will be entered in a raffle to win a prize (t­shirt, sunglasses, etc.). The answer will be disclosed later that day. #DrugFactWeek January 23­29 Post about National Drug & Alcohol Facts Week on the ADAMHS Board Facebook and Twitter page. Both accounts will share a fact about drug abuse and use #DrugFactWeek t o raise awareness. #ResourceSpotlight The ADAMHS Board will highlight one ADAMHS Board resource on social media per month. Facebook Reach 400 likes on Facebook. Increase page likes by putting the Facebook icon on ADAMHS Board pamphlets, brochures and flyers so people can connect with the ADAMHS Board account. Replace photos (cover photo, profile photo) with higher resolution photo. Post or share updates on the ADAMHS Facebook page at least once a day about upcoming meetings and resources available to the Wood County community, or general information about 38 the heroin and prescription drug epidemic. Put ADAMHS Board phone number and operating hours on facebook. Increases credibility of ADAMHS Board Facebook by listing a phone number of contact and hours. Improve relationships with other organizations by sharing their posts on ADAMHS Facebook. The ADAMHS Board will add their own caption to personalize/localize the post. Increase the amount of text when posting a picture on Facebook page to help followers understand the context of the post. Make it a priority to respond to comments on the ADAMHS Board page to create a strong response rate. Create awareness about ADAMHS Board events by posting times and locations. Also post SOLACE meeting times. Utilize “And I Am” campaign promotional materials to spread awareness of ADAMHS Board resources and create a call to action. Encourage followers to create and share their own “And I Am” Pay for Facebook advertising promoting the ADAMHS Board and their resources. Highlight prescription drop­off locations. Twitter Provide up­to­date information on meetings and events. Showcase SOLACE meeting times, Team Recovery meetings, ADAMHS Board events, etc. 39 Reach 200 followers on twitter. Increase page followers by placing the Twitter icon on ADAMHS Board pamphlets, brochures and flyers so people recognize the board has an account Create awareness about ADAMHS Board events by posting times and locations. Retweet relevant information concerning drug abuse, addiction or mental health. Promote International Overdose Awareness Day. On International Overdose Awareness Day, share information about the coffee shop deal (the first fifty people to have a cup of coffee at the disclosed location will receive a free ADAMHS Board coffee mug). Utilize campaign promotional materials to spread awareness of ADAMHS resources Share promotional visuals for “And I Am,” Cube Project and other ADAMHS information. Retweet local news stories concerning laws, policy and stories concerning with ADAMHS resources and topics Retweet other organizations/resources by sharing their posts and writing own caption to personalize the post. 40 Highlight prescription drop­off locations. Communication PSAs Distribute supplied PSAs for the ADAMHS Board to local radio stations. The PSAs highlight the ADAMHS Board resources, discuss ending the stigma about drug use and highlight facts about the epidemic. Sentinel­Tribune Place advertisements for the ADAMHS Board in the Sentinel­Tribune and Home and Garden, Visitors Guide and Holiday Traditions. See Appendix E for budget details Posters “And I Am” posters As mentioned above, these posters address the stigma surrounding heroin and prescription drug abuse. They will be placed within Wood County high schools, BGSU’s campus and throughout Wood County. General knowledge ADAMHS These posters provide Board posters. knowledge about the ADAMHS Board and it’s resources. They will be placed within Wood County high schools, BGSU’s campus and throughout Wood County. Prescription drug drop­off location poster. Commercials The commercial(s) created by See Appendix G for full the VCT Synthesis Class will project proposal be posted on social media, the website, as well as aired throughout Wood County. Flipbook Distribute the ADAMHS Board flipbook at various locations throughout Wood This poster highlights the proper disposal of prescription medication and recognizes drop­off locations. These flipbooks provide information about the ADAMHS Board and their 41 County, including the Wood County Hospital, SOLACE and the Zepf Center. partners, as well as connects its readers to ADAMHS Board social media accounts. BG News Feature story Emails Emails will be sent to BGSU alumni, faculty and parents, as well as Wood County high school faculty and parents. These emails will inform our secondary audiences of Wood County ADAMHS Board events, meetings, etc. as well as drug policy changes/updates when applicable and general information about ADAMHS Board resources and the heroin and prescription drug epidemic. Develop Internships Hire a BGSU student for a paid public relations internship. Implement and evaluate job descriptions, ​
see Appendix A for intern description and duties Hire a BGSU student for a visual media/web design development internship. Implement and evaluate job descriptions, ​
see Appendix A for intern description and duties 42 Promotional Events, Trainings and Programs Promotional events, trainings or programs that will be hosted and why: Cube Project: Throughout the year, the ADAMHS Board will host the Cube Project. The Cube Project is a visual representation of the amount of opiate deaths in the U.S. and Ohio. These deaths will be represented by different colored placebo pills placed in a large, plexiglass cube. The size of the cube is 30 inches by 30 inches by 30 inches and ratios for the placebo pills can be found in Appendix F​
. Informational handouts will be passed out at the Cube Project with facts about opiate addiction and overdose, as well as information about the Wood County ADAMHS Board. The ADAMHS Board will team up with the BGSU organization, Students for Sensible Drug Policy, to talk to individuals about drug abuse. The cube will be displayed at Campus Fest and twice in the Union Oval during fall and spring semester. Vivitrol and Narcan Informational Sessions: Vivitrol and Narcan are potentially life­saving drugs, and it’s important that the public know how to correctly administer them for their loved ones. The Wood County ADAMHS Board will team up with the Wood County Health Department, Bowling Green Police, Wood County Sheriff's Office and the Wood County Hospital to host these informational sessions throughout the year. The ADAMHS Board will distribute promotional material and will connect participants to ADAMHS Board resources and their partners’ resources, such as SOLACE. Team Recovery High School Assemblies: Team Recovery 419 was founded by a group of recovering heroin and or prescription drug users who strive to help those still struggling with addiction. The ADAMHS Board will partner with Team Recovery to host assemblies in Wood County High Schools. These assemblies will be effective and informational because Team Recovery has real­world experience with heroin and their easy­going attitudes make them relatable. GSW Competition on BGSU Campus: General Studies Writing is a long running mandatory fall and spring semester writing course that helps freshman students learn the basic writing techniques necessary for collegiate level writing. The Wood County ADAMHS Board will collaborate with the GSW Department to create a writing competition on the subject of heroin and prescription drug abuse. The collaboration will raise awareness amongst first year on BGSU’s campus. When the winning paper is published, the readers (community, students, and BGSU staff) will learn of the epidemic. VCT Synthesis Class Commercial: The VCT students of BGSU are required to take a synthesis class, allowing for the opportunity to work hands on with a client of their choice to create visual media. The ADAMHS Board will work alongside a VCT student to create two commercials on the heroin and prescription drug abuse 43 epidemic. The ADAMHS Board will pay $1,000 for the students time and work. The video will be broadcasted on the ADAMHS Board website, the YouTube channel and possibly local television. 44 Our Campaign Works The following list shows why the U.S. Agencies public relations campaign best fits the needs of the ADAMHS Board: ● Strong partnership throughout Wood County: ​
U.S. Agencies has been in contact with multiple organizations, schools and businesses throughout Wood County to create partnerships that will strengthen and sustain our public relations proposal, and reach our target audiences succinctly. Not only have we found contacts for each possible partnership, but we’ve confirmed collaborations with multiple organizations that will work with the ADAMHS Board throughout the academic year. ● Highlights the ADAMHS Board resources: ​
The ADAMHS Board has an abundance of resources to help those struggling with heroin and prescription drug abuse, as well as loved ones affected by drug abuse. Individuals needs to know that these resources exist, and our campaign specifically highlights these valuable services. ● Addresses the stigma surrounding heroin and prescription drugs: ​
Stigma is a huge issue surrounding heroin and prescription drug abuse. Our campaign recognizes this and addresses this problem. By talking and being open about the epidemic, our campaign already addresses part of this stigma. The “And I Am” campaign addresses the stigma associated with loved ones of heroin and prescription drug abusers. It starts a critical conversation and contradicts many of the perceptions that drug abusers loved ones face. ● Utilize traditional and social media to reach target audiences: ​
By combining both traditional and social media, U.S. Agencies’ campaigns are able to effectively reach all members of our secondary and primary audiences. ○ Posters and flyers will reach high school students, BGSU students, Wood County community members and BGSU and high school faculty and staff ○ Social media to reach high school students, BGSU students, Wood County community members and BGSU alumni ○ Commercials to reach those who live in Wood County and surrounding area, including but not limited to: high school students, BGSU students, community members, BGSU and high school faculty and alumni ○ Emails to reach high school and BGSU parents and faculty and alumni ● Strong visuals for the epidemic: ​
The visuals in this campaign are attention­grabbing and informative. They will connect viewers to ADAMHS Board resources and raise awareness about the heroin and prescription drug epidemic. 45 Sustainability Sustainability is an important element for any public relations campaign. It is necessary to gain partnerships within the community through on­campus organizations and local companies, organizations, and foundations, in order to continually provide support to the ADAMHS Board. These strong partnerships will allow the coalition to thrive and remain secure in Wood County. It is highly suggested to maintain partnerships with the following organizations and businesses: Team Recovery 419 BGSU General Studies Writing BGSU Campus Operations Sentinel­Tribune BGSU Office of Campus Activities SOLACE of Northwest Ohio SICSIC Wood County Health District BGSU Students for Sensible Drug Policy Dunn Funeral Home BGSU Visual Communication Technology BGSU Risk Management BGSU Rec and Wellness Connection Wood County Hospital Bowling Green Police Division Wood County Sheriff’s Office Falcon Health Center BG News Obtaining these partnerships will enhance relationships between the ADAMHS Board and the Wood County community. The collaborations will also help the ADAMHS Board and their partners promote upcoming events, training sessions and programs as well raise awareness for important local causes. Another solution to ensure sustainability for the ADAMHS Board will be to utilize free social media sites. Social media will promote the board and continue to create awareness for the heroin and prescription drug epidemic. The #WCEndsDrugStigma, #WCADAMHSBoard, #FactFriday, #DrugFactWeek and #ResourceSpotlight hashtags will categorize the different topics and issues that the ADAMHS Board will address through tweets and posts. By using a hashtag, this allows the social media world to connect on a more personal level and can reach a large audience. An additional solution to ensure sustainability will be to partner with on­campus departments such as GSW, VCT, Student for Sensible Drug Policy, Sic Sic and BGSU Athletics. This will demonstrate unity between Wood County and BGSU as well as support. Same is represented 46 through off­campus partnerships like Team Recovery, Dunn Funeral Home, SOLACE, Wood County Hospital, Wood County Jail and Wood County Health Department. Securing partnerships, utilizing social media and hosting events with on­campus and community organizations, this will be extremely beneficial and ensure along with enhance sustainability for the ADAMHS Board. 47 Limitations 1. Choosing the right amount of promotional materials:​
When creating a campaign and choosing the correct number of promotional materials, public relations practitioners cannot be 100 percent certain of the amount of people who will be attending the upcoming events or even who will notice the promotional print materials. The number of promotional materials for each event and campaign was based off of how many people are typically in attendance of the events and how often individuals visit the locations that have been suggested. 2. Focus Groups: ​
Focus groups are beneficial in more ways than one, but it can be challenging to recruit the participants and have a fair representation of the population present. Not to mention, it can be difficult to not make generalized statements about the information learned from the focus group. With a lower attendance at the community focus group compared to the BGSU student focus group, the comments were insightful, but the feelings and opinions did not represent Wood County or BGSU as a whole. 3. Evaluation Surveys: ​
Even if a well thought out, strong evaluation plan was developed to measure the success of a campaign, the participants may not be honest with their answers. Some individuals may not have the time thoroughly complete the survey resulting in them not answering to the best of their ability. This would provide the ADAMHS Board with unreliable feedback. 48 Promotional​
​
Materials The following list contains promotional materials that will be used and where they will be used: Coffee Mugs: ​
These mugs will be distributed to coffee shops within Wood County to promote International Overdose Awareness Day. They will also be included in raffle prizes and given to the members of the Opiate Task Force. ● 50 to Grounds For Thought ● 50 to Flatlands ● 50 to Flying Joe ● 50 to Coffee Amici ● 50 to Higher Grounds Coffee Shop ● 25 to the Opiate Task Force ● 25 for various raffle prizes throughout the year International Overdose Awareness Day Pins: ​
The pins will create a sense of community for those who are affected by drug overdose. ● 400 at BTSU table on International Overdose Awareness Day Sunglasses: ​
Those wearing the sunglasses will provide free advertising for the ADAMHS Board. ● 1,400 during Campus Fest ● 650 during Big Playground ● 200 at the Vivitrol and Narcan informational sessions ● 673 at the Cube Project ● 52 for #FactFriday ● 25 for various raffle prizes throughout the year T­Shirts: ​
“BGSU vs. Heroin” shirts will advertise for not only the ADAMHS Board, but for their partners and Team Recovery as well. ● 923 for athletic events ● 25 for raffle prizes ● 52 for #FactFriday Stickers: ​
These stickers are perfect for applying to laptops, planners, etc., which in turn provides a forum for individuals to promote the ADAMHS Board. ● 1,ooo at Big Playground ● 700 at Cube Project ● 1,000 at Campus Fest ● 300 at Vivitrol and Narcan informational sessions “And I Am” posters: ​
These posters are designed to address the stigma surrounding heroin and prescription drug abuse and connect those who need it to ADAMHS Board and their partners’ resources. ● 50 to be hung in Wood County High Schools 49 ●
●
○ See Appendix C for complete list. 50 to be hung throughout BGSU ○ Residence Halls ○ Educational Buildings ○ Student Recreation Center ○ Dining Halls ○ Bowen­Thompson Student Union ○ Flyer kiosks 150 to be hung throughout various locations in Wood County General knowledge ADAMHS Board posters: ​
These posters will inform individuals about the ADAMHS Board and its mission and resources. ● 50 to be hung in Wood County High Schools ○ See Appendix C for complete list. ● 50 to be hung throughout BGSU ○ Residence Halls ○ Educational Buildings ○ Student Recreation Center ○ Dining Halls ○ Bowen­Thompson Student Union ○ Flyer kiosks ● 150 to be hung throughout various locations in Wood County Prescription Drug Disposal Poster: ​
This poster will identify how to properly dispose of prescription drugs and highlight Prescription Drug Informational Handout: ​
This handout will be distributed anytime the Cube is placed on campus. ● 750 at Campus Fest ● 750 for the Cube Project in the Union Oval Flipbook: ​
This flipbook is designed to provide quick, easy information about the ADAMHS Board and a few of their partners and their resources. ● 150 to Dunn Funeral Homes ● 150 to Wood County Hospital ● 150 to SOLACE ● 150 to Zepf Center 50 Visuals 51 52 53 54 55 56 Estimated Budget The importance of the budget list is to help U.S. Agencies, the Wood County ADAMHS Board and any other party who wishes to examine the budget in depth. This budget shines light on the materials and prices of those materials to help bring our tactics to life.The budget allotted by the ADAMHS Board is $30,000. Every dollar listed in the budget below is used to raise awareness as well as taking action against the heroin and prescription drug epidemic. The materials listed below are necessary to bring U.S.Agencies planned PR campaign to life. Some of the materials listed in the budget have estimated costs. These estimations stem from different sources. It is important to utilize these sources simply for the sake of maintaining the planned budget. These sources are listed in ​
Appendix D. PRODUCTS & SERVICES COST Public Service Announcements (PSAs) Free SIC SIC Signs Free Twitter Free Facebook Free Informational Emails Free Facebook Advertisements $500 ADAMHS Board Coffee Mugs Discount Mugs $670 (for 300 mugs) International Overdose Awareness Day Pins OverdoseDay.com $150 (for 400 pins) ADAMHS Board Sunglasses SunglassVille $2,060 (for 3,000 sunglasses) “BGSU vs. Heroin” T­Shirts Custom Ink $5,000 (for 1,000 shirts) ADAMHS Board Stickers UPrinting $105 (for 3,000 stickers) Plexiglass Cube Kohlfab Co. $550 (lock included) (cube is 30x30x30 inches) Placebo Pills for Cube $60 (different colors) 57 Various Gift Cards for Raffles $175 (for six gift cards) Campus Fest Fees $50 Refreshments for Campus Fest $100 “And I Am” Posters Stampers $200 (for 250 11x17 posters) General Knowledge ADAMHS Board Posters Stampers $200 (for 250 11x17 posters) Prescription Drug Disposal Posters Stampers $200 (for 250 11x17 posters) Prescription Drug Handouts for Cube Project Stampers $300 (for 1,500 for 5.5x8.5) ADAMHS Board and Partners Resource Flipbook Stampers $1,730 (for 600 booklets) Extra ADAMHS Board Brochures $775 (for 150 brochures) Advertisements for the Sentinel­Tribune and Home and Garden, Visitors Guide and Holiday Traditions Sentinel­Tribune $2,990 VCT Student Commercial $1,000 Interns $7,680 (two interns for academic year) Web Design $2,500 (for Visual Media intern to utilize) Team Recovery Donation $3,000 BUDGET TOTAL: $30,000 *Totals have been rounded. 58 Partnership List Organization For What Purpose Contact Information Team Recovery 419 1. Host informational assemblies in Wood County high schools 2. Collaborates with Students for Sensible Drug Policy at BGSU 3. Host a table with SSDP at BGSU Big Playground Matt Bell Phone: (419) 764 ­ 7201 Email: teamrecovery419@gmail.com Team Recovery Phone: (419) 561 ­ 5433 Website: http://www.theteamrecovery.or
g/ BGSU Campus Operations 1. For clearing a visiting party onto campus or hosting an event Dr. Bruce A. Meyer​
(Assistant VP) Phone: 419­372­2251 BGSU Office of Campus Activities 1. For CampusFest registration 401 BTSU Phone: 419­372­2343 Fax: Fax: 419­372­0455 involved@bgsu.edu BGSU Athletics Marketing and Promotions 1. To pass out shirts at athletic events David Theby Director of Marketing and Promotions Phone: 419­372­7093 Email: thebyd@bgsu.edu Evan Schulte Assistant Director of Marketing and Promotions Phone: 419­372­4376 Email: eschul@bgsu.edu SicSic 1. To partner with BGSU Students for Sensible Drug Policy and hang Sic Sic signs across campus. Jacob E. Clemens, Ph.D. Advisor Contact Phone: 419­372­2343 Email: clemenj@bgsu.edu sicsic@bgsu.edu 59 2. Sign example, “Sic Sic sez BGSU against heroin.” BGSU Students for Sensible Drug Policy 1. Co­Host table at the union with ADAMHS Board on International Overdose Day 2. Host a table at Big Playground with Team Recovery 3. Cube Project in Union Oval 4. Partner to get approval of the “And I AM” posters to hang around BGSU campus Luke Zona​
(President 2015­2016) Email: lzona@bgsu.edu Rob ​
(President 2016­2017):gsmith696@gmail.c
om For BGSU policy of hanging up posters, see Appendix D BGSU Visual Communication Technology (VCT) 1. Commercial Project for BGSU Students Laney Fugett Phone: 419­372­9561 Email: lfugett@bgsu.edu Address: 259 Technology Building BGSU Rec and Wellness Connection 1. Table at Big Playground 2. Helpful contact for the Cube Project Faith Denardo Email: wellness@bgsu.edu Phone: ​
419.372.WELL (9355) Falcon Health Center 1. New proposed pill drop off location Phone: (419) 372­2271 838 E. Wooster St. Bowling Green, OH 43402 Cube Project 1. Custom made plexiglass box 30 in x 30 in x 30 in Bernie Kohl Kohlfab Co. Phone: 937­237­2098 BGSU General Studies Writing (GSW) 1. GSW Writing Proposal Project Cheryl Hoy Director of GSW (until July 2016) Email: choy@bgsu.edu GSW Department 60 Phone: 419­372­788 Sentinel­Tribune 1. Advertising in the paper as well as advertising online Banks Dishmon​
(Ad Director) bdishmon@sentinel­tribune.co
m Rate Guide for Online & Paper Ads, ​
see Appendix E for details SOLACE of Northwest Ohio 1. For meeting times and family/friends information Belinda Brooks Email: info@solaceofnwohio.org Wood County Health District 1. For the Narcan and Vivitrol informational sessions. Benjamin Batey RN, MPH, Health Commissioner Phone: 419­354­2311 Dunn Funeral Home 1. To provide flipbooks Stephen C. Dunn (419) 352­2132 Tee Shirts 1. Handout at Campus Fest, Big PlayGround, Cube Project at the Oval, Athletic Events SunglassVille 1. Sunglasses for hand outs at Campus Fest and Cube Project in Union Oval See Appendix D for site of purchase Stampers at BGSU 1. Printing of flipbooks and hand­outs 227 BTSU Phone: 419­372­9633 stampers@bgsu.edu 61 Coffee mugs 1. Give out coffee mugs for free during International Overdose Awareness Day on August 29. 2. Opiate Task Force Meetings as a hand out as well Flying Joe Flatlands Finders Grounds for Thought Coffee Amici Higher Ground Coffee See Appendix D for site of purchase Laptop Stickers 1. Handout at Campus Fest, Big PlayGround, Cube Project at the Oval See Appendix D for site of purchase Wood County Hospital 1. For brochures and flipbooks (with possible reordering to be done) Marketing/Public Relations Phone: (419) 373 ­ 4164 62 Communication Pieces The public service announcements written by U.S.Agencies for the Wood County ADAMHS Board will help spread awareness of the heroin and prescription drug abuse epidemic in the local community. These PSAs will be broadcasted on local radio stations in times of heavy traffic to ensure that the valuable message is heard. There are a total of four PSAs listed below, two announcements are 10 seconds in length and two announcements are 30 seconds long. PSAs :10 STRUGGLING WITH DRUG ABUSE? YOU ARE NOT ALONE. CALL 2­1­1 OR VISIT W­W­W­DOT­W­C­A­D­A­M­H­DOT­ORG. SPONSORED BY: THE WOOD COUNTY ALCOHOL DRUG ADDICTION AND MENTAL HEALTH SERVICES BOARD. :10 DO YOU KNOW A LOVED ONE SUFFERING FROM HEROIN OR PRESCRIPTION DRUG ABUSE? THE WOOD COUNTY AH­DUH­MISS BOARD IS HERE TO HELP. VISIT W­W­W­DOT­W­C­A­D­A­M­H­DOT­ORG. SPONSORED BY: THE WOOD COUNTY ALCOHOL DRUG ADDICTION AND MENTAL HEALTH SERVICES BOARD. SERVING THE NEEDS OF OUR COMMUNITY. :30 ACCORDING TO THE AMERICAN SOCIETY OF ADDICTION MEDICATION, 47,055 PEOPLE DIED IN THE UNITED STATES FROM OPIATE OVERDOSES IN 2014. IN THREE YEARS, THAT RATE WOULD WIPE OUT ALL OF WOOD COUNTY. THIS IS NOT A “BIG CITY ISSUE.’ IT’S HAPPENING IN OUR BACKYARD, AND THE WOOD COUNTY ALCOHOL, DRUG ADDICTION AND MENTAL HEALTH SERVICES BOARD PROVIDES RESOURCES TO FIGHT IT. VISIT W­W­W­DOT­W­C­A­D­A­M­H­DOT­ORG. SPONSORED BY: THE WOOD COUNTY ALCOHOL DRUG ADDICTION AND MENTAL HEALTH SERVICES BOARD. 63 :30 IT’S TIME TO ERASE THE STIGMA ASSOCIATED WITH DRUG ADDICTION. IF YOU SUFFER FROM DRUG ABUSE OR KNOW SOMEONE WHO DOES, CALL 2­1­1 OR VISIT THE WOOD COUNTY AH­DUH­MISS BOARD AT W­W­W­DOT­W­C­A­D­A­M­H­DOT­ORG. IT’S TIME TO STOP HIDING IN THE SHADOWS. IT’S TIME TO STOP BEING EMBARRASSED. IT’S TIME TO END THE HEROIN EPIDEMIC AFFECTING WOOD COUNTY. SPONSORED BY: THE WOOD COUNTY ALCOHOL DRUG ADDICTION AND MENTAL HEALTH SERVICES BOARD. 64 Social Media Facebook Posts #WCEndsDrugStigma “Team Recovery will be at Bowling Green High School tomorrow to educate students on the effects of heroin and prescription drugs as well as talking about their own past and road to recovery. #WCEndsDrugStigma *insert picture of Team Recovery #WCADAMHSBoard International Overdose Awareness Day , August 31 “Today is International Overdose Awareness Day! Stop by the union tables located in the Bowen­Thompson Student Union at BGSU, to learn more and get a free pin to symbol the awareness of overdose and its effects. #WCADAMHSBoard #InternationalOverdoseAwarenessDay” #FactFriday “Every Friday the ADAMHS Board is going post a fact and people who comment with the correct answer, will be entered in a raffle to win prizes! The answer to the question will be disclosed on Friday by 4 p.m. and the raffle will be drawn at the end of the year!” “True or False: You can drop off excess prescription and over­the counter tablets at the Wood County Sheriff’s Office and Bowling Green Police Division. #FactFriday” ­ Follow up post ­ “The answer to our #FactFriday is true! #WCADAMHSBoard” *post flyer of drop off locations #DrugFactWeek, ​
January 23­29th “According to the National Institute on Drug Abuse, 50% of young people who inject heroin surveyed in three recent studies reported abusing opioids before starting to use heroin. #DrugFactWeek” #ResourceSpotlight “Behavioral Connections of Wood County provides help for mental health & substance abuse concerns. Check out their website for more information: http://goo.gl/4S6FEm! #ResourceSpotlight” Tweets #WCEndsDrugStigma “Wood County residents break from the heroin and prescription epidemic” *Include pictures 65 #WCADAMHSBoard “There will be a Narcan and Vivitrol information session at (insert location) on (insert date) at (insert time). #WCADAMHSBoard” International Overdose Awareness Day ,August 31 “Stop by the @theBTSU today to get a International Overdose Awareness Day ribbon with BGSU’s @SSPD! #WCADAMHSBoard” #FactFriday “T or F: ADHD prescription drugs such as Adderall are often abused and sold. #FactFriday” Follow up post ­ “The answer from our tweet earlier today is: True! #WCADAMHSBoard” #DrugFactWeek ​
, January 23­29th “About 23% of individuals who use heroin become dependent on it. #DrugFactWeek https://www.drugabuse.gov/” #ResourceSpotlight “Behavioral Connections provides help for mental health & substance abuse concerns. Checkout http://goo.gl/4S6FEm! #ResourceSpotlight” 66 Press Release FOR IMMEDIATE RELEASE: ​
August 29, 2016 Contact: Lorrie Lewandowski (419) 352­8475 ​
llewandowski@wcadamh.org INTERNATIONAL OVERDOSE AWARENESS DAY BOWLING GREEN, OH ­ International Overdose Awareness Day aims to raise awareness about the seriousness of overdose and address the stigma surrounding drug abuse. On August 31, The Wood County Alcohol, Drug Addiction and Mental Health Services (ADAMHS) Board will organize multiple events to recognize this important date. The ADAMHS Board will host a table at the Bowen­Thompson Student Union on the Bowling Green State University (BGSU) campus to pass out International Overdose Awareness Day pins. The pins represent awareness of overdose and its effects. In addition, the ADAMHS Board will distribute coffee mugs to coffee shops throughout Wood County, including: Grounds for Thought, Flatlands, Flying Joe, Coffee Amici and Higher Grounds Coffee Shop. To receive a free mug, stop in one of the participating shops and ask them to fill an ADAMHS Board mug with a drink of choice. To share why International Overdose Awareness Day is important to you, tweet the ADAMHS Board using #WCADAMHSBoard. Wear silver on August 31 to raise awareness about overdose and support those who struggle. The Wood County Alcohol, Drug Addiction and Mental Health Services Board advocates, plans, develops, funds, manages and evaluates community­based mental health and addiction prevention, treatment, and recovery services to improve the quality of life for the citizens of Wood County. ­###­ 67 Media List Radio Station Contact WBGU FM 88.1 Bowling Green, Ohio General Manager: Alison McDonald (419) 372­8810 alisonm@bgsu.edu WBVI Mix 96.7 Fostoria, Ohio General Manager: Pat McCollough (419) 435­1430 WFTK Findlay, Ohio General Manager: Juan Salinas (419) 423­3285 wtkc89.7@sbcglobal.net WKXA 100.5 Findlay, Ohio Sales Manager: Shannon Miller (419) 422­4545 shannonmiller@wkxa.com WRQN 93.5 Toledo, Ohio Program Director: Mark Elliott 419­725­5700 WNDH 101.3 Napoleon, Ohio Business Manager: Judy Damman 419­592­8060 JudyDamman@iHeartMEDIA.com WLFC 88.3 Findlay, Ohio (419) 434­4442 WVKS KISS FM 92.5 Toledo, Ohio Advertising: Kristy Beebe 419.244.8321 ​
kristybeebe@iheartmedia.com WKKO K100 Toledo, Ohio K100@k100Country.com WRVF 101.5 The River Toledo, Ohio Advertising: Kristy Beebe 419.244.8321 ​
kristybeebe@iheartmedia.com WIOT 104.7 Toledo’s Rock Toledo, Ohio Advertising: Kristy Beebe 419.244.8321 ​
kristybeebe@iheartmedia.com 68 News Station Contact NBC 24 WNWO Toledo, Ohio Program Director: Rich Stewart (419) 725­6560 newsdesk@nbc24.com 13 ABC WTVG Toledo, Ohio News Director: Brian Trauring (419) 531­1313 E­mail: wtvg.news@13abc.com WTOL News 11 Toledo, Ohio Marketing Director: Tammy Martin (419) 248­1111 WBGU TV Bowling Green, Ohio (​
419) 372­2700 69 Event Timeline The following timeline lays out the tentative schedule for the upcoming campaign. In order for the campaign’s tactics to be as effective as possible, the events have been organized and scheduled in an order to best reach the campaign’s goals. June Early Mid 1. Post job descriptions and listings for Public Relations and Visual Media Internships on WorkNet. ​
(See Appendix A for Position Descriptions) 2. Apply for a table at BGSU Campus Fest, through the Office of Campus Activities and pay the fee 3. Place order for “BGSU vs. Heroin” T­Shirts 4. Place order for ADAMHS Board sunglasses 5. Place order for ADAMS Board coffee mugs 6. Order ADAMHS Board stickers July Early 13th End 1. Order cube for Cube Project 2. Order placebo pills for Cube Project 3. Order pins for International Overdose Awareness Day 4. Distribute brochures to: a. Dunn Funeral Home b. Wood County Hospital c. Wood County Jail 5. Select interns for Fall Semester (August 2016 to December 2016) 6. Book a table in the Bowen­Thompson Student Union at BGSU for International Overdose Awareness Day August 22nd 1. Interns begin work with the ADAMHS Board 2. Educate interns about the ADAMHS Board and U.S. Agencies’ proposal. 70 29th 31st End Throughout September Early TBD 5 23 26 Throughout October 3 3. VCT Synthesis Class begins creating commercial for the ADAMHS Board 4. Host International Overdose Awareness Day at the Bowen­Thompson Student Union at BGSU 5. Select gift cards for raffle prizes 6. Pass out t­shirts at BGSU athletic events 1. Purchase refreshments to distribute at Campus Fest 2. Host table at Campus Fest, distribute ADAMHS Board gear, set up the cube 3. Pay VCT student $250 4. Team Recovery hosts Bowling Green High School assembly 5. Set up the Cube Project in the Union Oval 6. Survey Bowling Green Senior High School Students 7. Pass out t­shirts at BGSU athletic events 1. Launch the “And I Am” campaign. Hang up posters at: a. Wood County High schools ​
(see list in Appendix C) b. Buildings throughout BGSU campus c. Locations throughout Wood County 2. Pay VCT student $250 for commercial 3. Administrator survey for GSW Students 4. Narcan and Vivitrol informational session 71 TBD Throughout November 5. Pass out t­shirts at BGSU athletic events Early 1. Run 10 Second PSA on local radio stations (see media list for distribution details) 2. Run the Sentinel­Tribune half page ad a. 13 ads for 26 weeks 7 14 3. Pay VCT student $250 for commercial 4. Run Sentinel­Tribune Magazine ads: a. Home and Garden b. Visitors Guide c. Holiday Traditions Throughout December January February Early 5 TBD Throughout 6th 7th Throughout 22nd 5. Pass out t­shirts at BGSU athletic events 1. Run 30 Second PSA on local radio stations (see media list) 2. Pay VCT student $250 for commercial 3. Narcan and Vivitrol informational session 4. Pass out t­shirts at BGSU athletic events 1. GSW writing competition begins in the Spring Semester at BGSU 2. Sentinel­Tribune classified ads as well as computer based ads 3. Survey BGSU Campus and Bowling Green Senior High School 4. Pass out t­shirts at BGSU athletic events 1. Team Recovery, ADAMHS Board and Students for Sensible Drug Policy host a table at Big Playground at BGSU 72 TBD Throughout March Early Throughout 2. Narcan and Vivitrol informational session 3. Pass out t­shirts at BGSU athletic events 1. Run 10 second PSA on local radio stations (see media list for distribution details) 2. Pass out t­shirts at BGSU athletic events April 3rd 17th TBD Throughout May Early 1 Throughout June TBD 1. Sentinel­Tribune quarter page ad a. 13 ads for 26 weeks 2. Set up the Cube Project in the Union Oval 3. Narcan and Vivitrol informational session 4. Pass out t­shirts at BGSU athletic events 1. Run 30 second PSA on local radio stations (see media list for distribution details) 2. Survey BGSU Campus and Bowling Green Senior High School 3. Pass out t­shirts at BGSU athletic events 1. Narcan and Vivitrol informational session 73 Social Media Timeline June All of June Facebook and Twitter #ResourceSpotlight The ADAMHS Board will highlight the ​
Children’s Resource Center​
for the month of June. Posts will link to the ​
Children’s Resource Center​
social media accounts and website. Every Friday in June Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. To foster interactivity, followers that answer whether a question is true or false or answer the question given will be entered in a raffle to win a prize (tee shirt, sunglasses, etc.). The answer will be disclosed later that day, the raffle will be drawn at the end of the year. Mid­June Facebook and Twitter Post application for internship on WorkNet, A BGSU career resource. Two interns will be hired: a Public Relations Intern and Web Design & Development Intern June TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings on Twitter and Facebook. July All of July Facebook and Twitter #ResourceSpotlight This month, the ADAMHS Board will do a resource spotlight on the Educational Service Center and highlight its services and share articles and information about the 74 resource. Every Friday of July Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answer and winner announced later that day. July TBD Facebook and Twitter SOLACE meetings Post times and locations for the SOLACE meetings. August All of August Facebook and Twitter #ResourceSpotlight In August, the ADAMHS Board will do a resource spotlight on the Career Link. This includes: highlighting interesting facts, services, articles and general information. Every Friday in August Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. August TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. August 31 Facebook and Twitter International Overdose Awareness Day Advertise ADAMHS Board’s table at the BTSU. Share information about resources, as well as information about Narcan and Vivitrol on social media. August 31 Facebook and Twitter International Overdose Awareness Day Coffee Shop Mug Giveaway On International Overdose Awareness Day, participating coffee shops within Wood County will giveaway ceramic ADAMHS mugs to the first 50 customers. 75 On social media, the ADAMHS Board will post a list of participating coffee shops, pictures of the mugs and encourage mug winners to post pictures with #WCADAMHSBoard and #InternationalOverdoseAwar
enessDay hashtag to share why this day is important to them. August TBD Facebook and Twitter BGSU Athletic Event T­Shirt Giveaway Giveaway ADAMHS Board BGSU vs Heroin t­shirts at BGSU athletic events. Post pictures and videos about event the day before, the day of and at the event. September All of September Facebook and Twitter #ResourceSpotlight This month’s resource spotlight is for the ​
National Alliance on Mental Illness, NAMI Wood County​
. The ADAMHS Board will highlight interesting facts, services, articles and general information. Every Friday in September Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. September TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. September TBD Facebook and Twitter Campus Fest Share on social media that the ADAMHS Board will have a table set up at Campus Fest. September 23 Facebook and Twitter BGHS Team Recovery Assembly Post videos and photos from THE BGHS assembly. BE sure to tag Team Recovery 76 419 Facebook and Twitter. September 26 Facebook and Twitter Cube Project in the Union Oval Make posts to urge BGSU student to come participate, take pictures of students participating and share posts about prescription drug facts. Make sure to tag BGSU accounts in posts with the #WCADAMHSBoard hashtag. September TBD Facebook and Twitter BGSU Athletic Event Giveaways Giveaway ADAMHS Board BGSU vs Heroin t­shirts at BGSU athletic events. Post pictures and videos about the event a day before, the day of and at the event. October All of October Facebook and Twitter #ResourceSpotlight This month, the ADAMHS Board will highlight No Wrong Door​
.​
This includes interesting facts, services, articles and general information. October TBD Facebook and Twitter BGSU Athletic Event Giveaways Giveaway ADAMHS Board BGSU vs Heroin t­shirts at BGSU athletic events. Post pictures and videos about the event a day before, the day of and at the event. October ­ May Facebook and Twitter #AndIAm Ask followers to post their own “And I Am” photos to start a conversation about heroin and prescription drug abuse and end the stigma. Every Friday in October Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. 77 October TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. October TBD Facebook and Twitter BGSU Athletic Event Giveaways Giveaway ADAMHS Board BGSU vs Heroin t­shirts at BGSU athletics. Post pictures and videos about event the day before, the day of and at the event. October TBD Narcan and Vivitrol Informational Sessions Post times and locations for meetings as well as provide information about proper prescription drug disposal and drop­off locations. November All of November Facebook and Twitter #ResourceSpotlight This month, the ADAMHS Board will highlight the Zepf Center. This includes interesting facts, services, articles and general information. Every Friday in November Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. November TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. November TBD Facebook and Twitter BGSU Athletic Event Giveaways Giveaway BGSU vs Heroin t­shirts at BGSU athletic events. Post pictures and videos about the event a day before, the day of and at the event. December All of December Facebook and Twitter #ResourceSpotlight This month, the ADAMHS Board will highlight 78 Behavioral Connections. This includes interesting facts, services, articles and general information. Every Friday in December Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. December TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. December TBD Facebook and Twitter BGSU Athletic Event Giveaways Giveaway ADAMHS Board BGSU vs Heroin t­shirts at BGSU athletic events. Post pictures and videos about the event a day before, the day of and at the event. December TBD Facebook and Twitter Narcan and Vivitrol Informational Sessions Post times and locations for meetings as well as provide information about proper prescription drug disposal and drop­off locations. January All of January Facebook and Twitter #ResourceSpotlight The ADAMHS Board will highlight SOLACE this month. This includes highlighting interesting facts, services, articles and general information. January TBD Facebook and Twitter BGSU Athletic Event Giveaway Giveaway ADAMHS Board BGSU vs Heroin t­shirts at BGSU athletic events. Post pictures and videos about the event a day before, the day of and at the event. #WCEndsDrugStigma January TBD SOLACE Meetings Post times and locations for 79 Facebook and Twitter the SOLACE meetings. Every Friday in January Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. February All of February Facebook and Twitter #ResourceSpotlight This month, the ADAMHS Board will highlight A Renewed Mind. This includes interesting facts, services, articles and general information. February TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. Every Friday in February Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. February TBD Facebook and Twitter BGSU Athletic Event Giveaways Giveaway ADAMHS Board BGSU vs Heroin t­shirts at BGSU athletic events. Post pictures and videos to promote the event. #WCEndsDrugStigma February 22 Facebook and Twitter Big Playground The ADAMHS Board will collaborate with Team Recovery and Students for Sensible Drug Policy. Use social media to promote event and collaborations, as well as live tweet the event. February TBD Facebook and Twitter Narcan and Vivitrol Informational Sessions Post times and locations for meetings as well as provide 80 information about proper prescription drug disposal and drop­off locations. March All of March Facebook and Twitter #ResourceSpotlight This month, the ADAMHS Board will highlight Team Recovery. This includes interesting facts, services, assemblies, articles and general information. March TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. Every Friday in March Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. March TBD Facebook and Twitter BGSU Athletic Event Giveaways Giveaway ADAMHS Board BGSU vs Heroin t­shirts at BGSU athletic events. Post pictures and videos about the event a day before, the day of and at the event. #WCEndsDrugStigma April All of April Facebook and Twitter #ResourceSpotlight This month, the ADAMHS Board will highlight Family Services of Northwest Ohio. This includes highlighting interesting facts, services, articles and general information. April TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. April TBD Facebook and Twitter BGSU Athletic Event Giveaways Giveaway ADAMHS Board BGSU vs Heroin t­shirts at 81 BGSU athletic events. Post pictures and videos about the event a day before, the day of and at the event. #WCEndsDrugStigma Every Friday in April Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. April 17 Facebook and Twitter Cube Project Make posts to urge BGSU student to come participate, post pictures of students participating and make posts about prescription drug facts. Make sure to tag BGSU accounts in posts with the #WCADAMHSBoard hashtag. April 30 Facebook and Twitter National Prescription Drug Take­Back Day Post about the RX Drug Drop Off with locations and facts. #WCEndsDrugStigma April TBD Facebook and Twitter Narcan and Vivitrol Informational Sessions Post times and locations for meetings as well as provide information about proper prescription drug disposal and drop­off locations. #WCEndsDrugStigma May All of May Facebook and Twitter #ResourceSpotlight This month, the ADAMHS Board will highlight the United Way 211 Connect. This includes highlighting interesting facts, services, articles and general information. May TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. 82 Every Friday in May Facebook #FactFriday Every Friday, the ADAMHS Board will use #FactFriday to share information (in Q&A format) about heroin and prescription drug misuse. Answers winner announced later that day. June June TBD Facebook and Twitter SOLACE Meetings Post times and locations for the SOLACE meetings. Every Friday in June Facebook #FactFriday Release winner of the raffle on the last Friday in June. June TBD Facebook and Twitter Narcan and Vivitrol Informational Sessions Post times and locations for meetings as well as provide information about proper prescription drug disposal and drop­off locations. #WCEndsDrugStigma 83 Evaluation NCHA 2016 ● Raise awareness of the heroin and prescription drug epidemic by 20 percent among 16­18 year olds. ● Raise awareness of the heroin and prescription drug epidemic by 20 percent among BGSU students ages 18­23. ● Decrease the percentage of BGSU students who take prescription pain killer medication that was not prescribed to them from 9.7 percent to 6.7 percent. ● Decrease the percentage of BGSU students who take prescription stimulant medication that was not prescribed to them from 11.7 percent to 9.7 percent. WOOD COUNTY COMMUNITY HEALTH STATUS ASSESSMENT 2016 ● Increase the number of adults ages 24­35 in Wood County who have sought drug abuse treatment and couseleling for themselves and or a loved one from 2 percent to 7 percent. ● Decrease the number of youths ages 16­18 in Wood County who are unsure about where to seek drug abuse treatment and couseleling for themselves and or a loved one from 6 percent to 2 percent. ● Decrease the number of adults ages 24­35 in Wood County who abuse prescription drugs from 6 percent to 4 percent. ● Decrease the number of youths ages 16­18 in Wood County who abuse prescription drugs from 8 percent to 6 percent. SURVEYS TO BE PUT IN PLACE To Address High School Students/Youth Ages 16­18 Done with Survey Monkey handled by the principal at participating high schools. ● Decrease the number of youths ages 16­18 in Wood County who believe the negative perceived attitudes behind seeking treatment for themselves and or a loved one by 5 percent. ● Decrease the number of youths ages 16­18 in Wood County who have ever done heroin from 2 percent to 1 percent. ● Decrease the percentage of Wood County high school students ages 16­18 who abuse prescription medication by 5 percent. ● Educate 20 percent of Wood County high school students about the Wood County ADAMHS Board and collaborative organizations. 84 ●
Clarify the number of 16­18 year olds who actually abuse prescription drugs vs. the amount of perceived students who abuse prescription drugs by 20 percent. To Address Bowling Green State University Students Done through an online survey provided through BGSU Campus Updates. ● Raise awareness among 20 percent of BGSU students who recognize the ADAMHS Board. ● Increase the number of ADAMHS Board events/sponsorships in partnership with BGSU by 30 percent. ● Establish ADAMHS Board logo placement in 3 print materials BGSU students interact with. ● Decrease heroin and prescription stereotypes regarding the social and physical attributes surrounding abusers assumed by high school students, BGSU students and community members among 10 percent of each segment. ● Decrease the number of BGSU students who believe the negative perceived attitudes behind seeking treatment for themselves and or a loved one by 5 percent. ● Decrease the number of BGSU students in who have abused prescription drugs by 1 percent. ● Increase knowledge of community, BGSU and Wood County, prescription drug drop­off locations within Wood County by 10 percent. To Address Wood County Community Members & Family and Friends of those Suffering from Addiction Done through an online survey provided on ADAMHS Board social media. ● Raise awareness of the heroin and prescription drug epidemic by 20 percent among Wood County community members ages 24­35. ● Raise awareness of the heroin and prescription drug epidemic by 5 percent among family and friends of those suffering from addiction. ● Raise awareness among 15 percent of Wood County community members who are familiar with the Wood County ADAMHS board and their resources. ● Increase ADAMHS Board advertisements (i.e commercials, PSAs, etc.) by 20 percent. ● Educate 20 percent of community members who are aware that prescription drugs are often a gateway to heroin. ● Inform 10 percent of family and friends about the negative perceived attitudes behind heroin and prescription drug addiction through support groups and information shared from Wood County ADAMHS Board social media. ● Decrease the number of adults ages 24­35 in Wood County who believe the negative perceived attitudes behind seeking treatment for themselves and/or a loved one by 5 percent. ● Decrease the number of adults ages 24­35 in Wood County who has ever done heroin by 1 percent. 85 ●
Increase information of proper prescription drug use and risks to those who are newly prescribed medication by 5 percent. 86 Surveys
Questions to be asked in the Survey Monkey handled by the principal at participating high schools to address youths ages 16­18: ● If you knew that you or a loved one was suffering from addiction, would you recommend seeking treatment? ● In the past year have you done heroin? ● In the past year have you used a prescription that was not prescribed to you or abused prescription pills? ● Before this survey, had you heard of the Wood County ADAMHS Board? ● What percent of your school do you believe abuse prescription drugs? Questions to be asked in an online survey provided through BGSU Campus Update to address Bowling Green State University Students: ● In the past year have you done heroin? ● In the past year have you used a prescription that was not prescribed to you or abused prescription pills? ● Before this survey, had you heard of the Wood County ADAMHS Board? ● What do you believe the typical heroin user looks like? ● In the past year have you used a prescription that was not prescribed to you or abused prescription pills? ● Are you aware of prescription drug drop­off locations within Wood County? Questions to be asked in an online survey provided on the ADAMHS Board social media to address Wood County community members and family and friends of those suffering from addiction: ● Before this survey, were you aware of the heroin and opiate epidemic affecting Wood County? ● Before this survey had you heard of the Wood County ADAMHS Board? ● In the past year have you seen or heard advertisements promoting the Wood County ADAMHS Board? (PSAs, newspaper ads, commercials, social media, etc.) ● In the past year have you done heroin? ● In the past year have you used a prescription that was not prescribed to you or abused prescription pills? ● What do you believe the typical heroin user looks like? ● In the past year have you used a prescription that was not prescribed to you or abused prescription pills? 87 ●
When receiving a prescribed medication were you made aware of the risks and proper disposal of the finished medication? Planned Survey Dates The dates of the survey are located on the event timeline. Each survey is dated in necessary times. The surveys for the high school follow the Team Recovery presentation. The surveys for BGSU follow the release of the VCT Commercial, the publication of the winning GSW essay, as well as the beginning and end of the semesters. 88 Appendix APPENDIX A ­ Intern Job Description and Duties Internship Position #1 (Public Relations) The Hiring Process 1. Post the intern descriptions on WorkNet (for BGSU students) in early June, 2016. 2. Speak to the staff and advisors in the Department of Journalism and Public Relations about promoting the position to their students, specifically public relations majors. 3. Review applications and conduct interviews with candidates and hire an intern by August 22, 2016. 4. Intern will work approximately 10­15 hours per week, (4 days per week at 3 hour or 3 days per week at 4 hours). 5. Compensation will be $10.00 per hour. Public Relations Intern – Job Description Positions Available: 1 Job Responsibilities: ● Responsible for following the timeline laid out in the established proposal ● Work with the visual media intern ● Manage social media content: Write posts to share on Facebook and Twitter; find articles and links to share on Facebook and Twitter (to increase interaction on social media by promoting follower engagement) ● Photograph events when appropriate ● Remain in contact with all collaborating organization, businesses, etc. (from the partnership list) ● In charge of writing/creating ADAMHS Board website content ● Assist in setup and tear down at events and programs ● Promote upcoming events and programs through flyers, PSAs, social media, website, etc. ● Distribute promotional materials to events when needed ● Order extra promotional materials as needed (links found in proposal) ● Compose and send emails to BGSU alumni, faculty and parents, as well as Wood County high school faculty and parents. ○ These emails will contain ADAMHS Board information and events, drug policy changes/updates when applicable and general information on the heroin and prescription drug epidemic. Qualifications: ●
Ability to work with and understand deadlines 89 ●
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Ability to establish and maintain effective working relationships with superiors and the public, and to deal with them in a courteous and tactful manner Strong written communication skills Knowledge of Google Drive Social media experience (Facebook, Twitter) Internship Position #2 (Visual Media) The Hiring Process 1. Post the intern descriptions on WorkNet (for BGSU students) in early June, 2016. 2. Speak to the staff and advisors in the Department of Journalism and Public Relations, as well as the VCT program, about promoting the position to their students. 3. Review applications and conduct interviews with candidates and hire an intern by August 22, 2016. 4. Intern will work approximately 10­15 hours per week, (4 days per week at 3 hours or 3 days per week at 4 hours). 5. Compensation will be $10.00 per hour. Visual Media Intern – Job Description Positions Available: 1 Job Responsibilities: ● Using the $2,500 budget issued to this position ­ redesign and establish a fully functional, easy to navigate website for the ADAMHS Board ● Responsible for following the timeline laid out in the established proposal ● In charge of writing/creating ADAMHS Board Website content ● Work with the Public Relations Intern to manage social media content: Write posts to share on Facebook and Twitter; find articles and links to share on Facebook and Twitter (try to increase interaction on social media by asking questions) ● Create and maintain YouTube account for the ADAMHS Board. Upload relevant videos as well as the commercial when it is completed in December of 2016 ● Photograph events when appropriate ● Replace ADAMHS Board Facebook and Twitter cover/header photos and profile pictures with high quality and resolution photos. ● Remain in contact with all collaborating clients (from the partnership list) Qualifications: ● Comfortable working in Adobe Photoshop, Illustrator and InDesign with a working knowledge of Microsoft Word, Excel and PowerPoint. Adobe Flash and basic HTML skills are a plus. ● Knowledge of Web Design with the will to pursue a blank canvas ● Ability to work with and understand deadlines 90 ●
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Ability to establish and maintain effective working relationships with superiors and the public, and to deal with them in a courteous and tactful manner Strong written communication skills Knowledge of Google Docs Experience writing for social media (Facebook, Twitter) 91 APPENDIX B ­ HIGH SCHOOL HEALTH LESSON PLAN Carol Yost provided us with a lesson plan from a Health class at Brunswick High School. Being a teacher evaluator for the state of Ohio, Yost explained what she looks for in teachers in general: “I am looking to see if the curriculum is being taught correctly. Is the information being presented accurately and within the state guidelines? I have stated that relationships are important for the teacher and student, yet we also need to keep in mind the professional standards that cannot be crossed ­ a true balancing act.” Mr. Foltz Lesson Plan Illicit Drugs Lesson 4 “Narcotics” Narcotics: ​
A specific drug that are obtainable only by prescription and are used to relieve pain. Type of Drug Consequences on your health Opium Nausea, constipation Morphine Rapid onset of tolerance, addiction Heroin Confusion sedation unconsciousness coma Codeine Reduced respiratory function, respiratory arrest, death, exposure to HIV through contaminated needles Heroin: ● Highly addictive ● Processed through morphine that is injected, snorted or smoked ● Depresses nervous system ● Slows breathing ● Liver Disease ● Large amounts = coma/death ● Withdrawal is extremely painful Assignment:​
Compare heroin to the other types of drugs such as hallucinogens, depressants, stimulants. Is heroin better or worse than the other drugs? Find a credible article/articles with information and statistics to back up your statement. This must be completed in a two page write up. Make sure you cite your sources. We will have a class discussion on the articles that you have found to further the knowledge of heroin/narcotics. 92 Why this is important:​
It is important to understand how a health class addresses heroin and prescription drugs, so when we bring Team Recovery to high schools we can see what needs to be discusses and what is most important. For instance, we won’t have Team Recovery discuss the personal health problems such as liver disease or slow breathing, but instead we will have them discuss the power of choice and tell their stories to create personal relationship. 93 APPENDIX C ­ Wood County High Schools Contact List SCHOOL Bowling Green High School CONTACT Jeff Dever​
­ Principal jjdever@bgcs.k12.oh.us 419­354­0100 x1001 @JeffDeverBGCS 530 West Poe Rd Bowling Green, OH 43402 Eastwood High School David Riley​
­ Principal 419­833­3611 4900 Sugar Ridge Rd Pemberville, OH 43450 Elmwood High School Thomas Bentley​
­ Principal bentley@elmwoodschools.org 7650 Jerry City Rd Bloomdale, OH 44817 Lake High School Lee Herman​
­ Principal Phone: 419­661­6640 Fax: 419­661­6650 28080 Lemoyne Rd Millbury, OH 43447 North Baltimore High School Dr. Bob Falkenstein​
­ Principal Phone: 419.257.3464 Fax: 419.257.0084 2012 Tiger Dr North Baltimore, OH 45872 Northwood High School Jason Kozina​
­ Principal Phone: (419) 691­4651 Fax: (419) 691­2846 jkozina@northwoodschools.org 700 Lemoyne Rd Northwood, OH 43619 94 Otsego High School Kevin O’Shea​
­ Principal koshea@otsegoknights.org 18505 Tontogany Creek Rd Tontogany, OH 43565 (419)823­43819­12398 Perrysburg High School Dr. Michael Short​
­ Principal mshort@perrysburgschools.net 13385 Roachton Rd Perrysburg, OH 43551 Rossford High School Tony Brashear ​
­ Principal tbrashear@rossfordschools.org 701 Superior St Rossford, OH 43460 95 APPENDIX D ​
­ Links for Promotional Materials and Information ● For BGSU policy of hanging up posters: https://www.bgsu.edu/public­safety/bgsu­police/special­event­services/bgsu­policies.ht
ml ● Sentinel­Tribune rate guide for online and paper ads: http://www.sent­trib.com/app/pdfs/ST%20Rate%20Guide%202016.pdf ● For purchasing sunglasses: https://www.sunglassville.com/Custom­Sunglasses­Specials?gclid=CjwKEAjwlq24BRD
MjdK7g8mD6BASJABBl8n3oNz5_vrCTJB9eMXRQ5_IIpGSOqTFFifOhz8rHHNJ2BoC
ZDHw_wcB ● For purchasing coffee mugs: https://www.discountmugs.com/product/15tt­15­oz.­two­tone­promotional­ceramic­mu
gs/ ● For purchasing laptop stickers: http://www.uprinting.com/feeds/laptop­stickers?gclid=CjwKEAjwlq24BRDMjdK7g8m
D6BASJABBl8n32bXQswPwMUpgbgh9RwMA8VI21fE3veCGqTXoj8PUVRoCAGjw_wc
B ● For purchasing t­shirts: http://www.customink.com/styles/gildan­ultra­cotton­t­shirt/04600#details­btn 96 APPENDIX E ­ ​
Tribune Rates TRIBUNE RATES: Sentinel­Tribute: ● Horizontal half­page ad (9.888x21 inches) = $711.00 ○ 13 ads in 26 weeks ● Quarter page square ad (9.888x10.5 inches) = $475 ○ 6 ads in 13 weeks Classified ​
Display Rates ­ Auto and Real Estate: ● Half­page ad (7x10.5 inches) = $818.00 ○ 13 ads in 26 weeks Online Ads​
: ​
RATES PER 40,000 IMPRESSIONS ● Leaderboard Top (728x90) = $350 ● Center Middle (468x60) = $240 Magazine Ads for Home and Garden, Visitors Guide, Holiday Traditions: ● Half­page (10 inches) = $390.00 ○ For 3 publications TOTAL​
: $2,985.00 APPENDIX F​
­ Cube Project Ratios ● 1 pill=173,333 people who have used. There will be 300 of these pills (blue) ○ Painkillers:​
5.1 million: 1 pill=50,000. There will be 100 pills (green) ○ Stimulants:​
1.1 million: 1 pill=10,000. There will be 100 pills (yellow) ● Approx 18,000 Opiate Overdose: 1 pill=180 deaths. There will be 100 pills (red) ● 2014, 2,744 Opiate and Heroin related deaths in Ohio: 1 pill= 27.4 lives lost 100 pills (pink) *See secondary research sources for citations 97 APPENDIX G​
­ VCT Project Proposal Who is U.S. Agencies? U.S. Agencies is a student run public relations agency created from the PR majors Campaigns Course. We are five students in a competition to create a large proposal for the dates of June 2016 to June 2017, and hopefully longer. Our client is the Wood County ADAMHS Board and our goal is to raise awareness of the Board and its fight against the heroin and prescription drug abuse epidemic affecting BGSU students, the Wood County community and ultimately, the nation. What is the Wood County ADAMHS Board? “The Wood County Alcohol, Drug Addiction and Mental Health Services Board advocates, plans, develops, funds, manages and evaluates community­based mental health and addiction prevention, treatment, and recovery services to improve the quality of life for the citizens of Wood County,” (ADAMHS Board Mission Statement). What are we asking for? U.S.Agencies wants the VCT department to implement a topic about the heroin and prescription drug abuse epidemic that is shaking up the country, the state and our backyards. The topic will bring awareness to the issue as well as improving students video, audio and creative techniques. Students will also receive real­world experience by working with a community client. Key Contacts: Hannah Tempel: Member of U.S. Agencies, email: htempel​
@bgsu.edu Terry Rentner: Professor of PR Campaigns Course, email: ​
trentne@bgsu.edu Lorrie Lewandowski: Associate Director of ADAMHS Board, email:​
llewandowski@wcadamh.org What can this do for BGSU? ● This topic can raise awareness to BGSU students about the heroin and the prescription drug abuse epidemic happening in the U.S. today as well, depending on the topic, the local problem here in Wood County, Lucas County and Ohio, which is the second leading state for heroin related deaths. 98 ●
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This topic can help educate students of BGSU on prevention and treatment possibilities, whether it be local or nationwide. If mandatory, this assignment can educate students that may not have taken the drug and alcohol assessment before attending BGSU. This topic will help eliminate the stigma that comes with heroin and prescription drugs and that, hopefully, leads to students feeling more comfortable about the subject and seeking treatment if necessary. The Project: The ADAMHS Board is requesting a commercial for television and their website presenting awareness for the Wood County heroin and prescription drugs epidemic. There will be two separate opportunities to create commercials for the ADAMHS Board. Commercial One:​
For this commercial, we were hoping to utilize the many strikingly dark heroin and prescription drug abuse headlines in the media. In a video, 30 to 60 seconds in length, gather footage of news anchors, headline stories, and other pieces of the media that involve the epidemic and create a montage. There are tons of stories, President Obama’s speech and much more to reference. Transition from the stories in quick flashes until the screen turns to static and eventually black. When the screen is black, create a message for the ADAMHS Board. After the message, include the ADAMHS Board website, the 211 hotline and highlight the SOLACE collaboration. Commercial Two: ​
This is the opportunity to create your own commercial. Bring a creative idea to life, utilizing your video skills to create something that the ADAMHS Board would not have thought of. Present the board with a storyboard for a 30 to 60 second commercial, possibly 90 seconds if you feel necessary. When the storyboard is approved by the ADAMHS Board you can begin bringing the commercial to life. Be sure to reference the ADAMHS Board in the storyboard as well as the commercial (placement of the reference is up to you). Compensation: For your time and effort, the ADAMHS Board would like to reward your services with a monthly payment of $250 (total for the semester is $1,000). The payments will begin in September and continue until December (exact dates of payment listed below). The money is to be used however you wish, however the ADAMHS Board will not supply you with any video, audio or other materials necessary to complete this project. 1st Payment: September 5, 2016 2nd Payment: October 3, 2016 3rd Payment: November 7, 2016 4th Payment: December 5, 2016 99 The ADAMHS Board will utilize the commercials on their website, other online platforms and or websites (Resource websites, Facebook, YouTube) and possibly broadcasting on local television. Other: The ADAMHS Board would like to maintain contact with you throughout this opportunity. If there any questions, feel free to contact Lorrie or other members of the board and we will get back to you. We will share the logo and other bits of information with you when the partnership begins. At this moment, a commercial is the only piece of media necessary to receive payment, but feel free to come to us with any opportunities you may have or believe to be beneficial for the fight against heroin and prescription drugs. 100 APPENDIX H​
­ GSW Project Proposal Who is U.S. Agencies? U.S. Agencies is a student run public relations agency created from the PR majors Campaigns Course. We are five students in a competition to create a large proposal for the dates of June 2016 to June 2017, and hopefully longer. Our client is the Wood County ADAMHS Board and our goal is to raise awareness of the Board and its fight against the heroin and prescription drug abuse epidemic affecting BGSU students, the Wood County community and ultimately, the nation. What is the Wood County ADAMHS Board? “The Wood County Alcohol, Drug Addiction and Mental Health Services Board advocates, plans, develops, funds, manages and evaluates community­based mental health and addiction prevention, treatment, and recovery services to improve the quality of life for the citizens of Wood County,” (ADAMHS Board Mission Statement). What are we asking for? U.S.Agencies will present the GSW program to integrate a topic about the heroin and prescription drug abuse epidemic that is shaking up the country, the state, and our backyards. The topic (topic options listed below, but feel free to collaborate with us) will bring awareness to the issue as well as maintain GSW’s goal of educating students about writing as well as creating a necessary standard for collegiate writers that is creative, relevant, and ultimately, useful. Key Contacts: John Semones: Member of U.S. Agencies, email: ​
jsemone@bgsu.edu​
cell: 419­343­8752 Terry Rentner: Professor of PR Campaigns Course, email: ​
trentne@bgsu.edu Lorrie Lewandowski: Associate Director of ADAMHS Board, email:​
llewandowski@wcadamh.org What can this do for BGSU? ● This topic can raise awareness to BGSU students about the heroin and the prescription drug abuse epidemic happening in the U.S. today as well, depending on the topic, the local problem here in Wood County, Lucas County, and Ohio (which is the second leading state for heroin related deaths). ● This topic can help educate students of BGSU on prevention and treatment possibilities, whether it be local or nationwide. 101 ●
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This assignment can educate students that may not have taken the drug and alcohol assessment before attending BGSU. This topic will also draw attention to the possible partnership with BGSU’s Student Drug Prevention organization as well as *Team Recovery events (both collaborations in the work). The familiarity of the subject will unite learnings from all parts of campus and lead to awareness of the epidemic. This topic will help eliminate the stigma that comes with heroin and prescription drugs and that, hopefully, leads to students feeling more comfortable about the subject and seeking treatment if necessary. *Team Recovery is a localized organization of recovering heroin abusers that are spreading awareness of the epidemic. They have held events at the University of Toledo and high schools all over the state of Ohio, as well as rallies and meetings at the Zepf Center in Toledo. For more information on Team Recovery, contact John Semones or visit http://www.theteamrecovery.org/​
. POSSIBLE GSW PROMPT IDEAS (RESEARCH ESSAY): Allow multiple options so that students can choose what they want to write about. Page length: no more than 6 pages. Addressing nationwide epidemic (easier to gather research and relevant). Example idea: The heroin and prescription drug epidemic has spread across the nation. There have been several resolutions proposed by politicians ­ from President Obama to Governor Kasich. Explain why the growth has occurred and choose a possible proposed plan to stunt this growth. Explain who pitched the idea, and the benefits of the plan. Create a body paragraph on the oppositions to the proposed plan. Use research to support any arguments. OR Localize the topic. This problem is local to the community, including Wood and Lucas County. Include campus issues if this is easier. OR Prescription drug and heroin abuse on college campuses, on a national or local level. OR Addressing the epidemic in the state of Ohio. It is clear that the heroin and prescription drug epidemic has affected Ohio. Our state is second in the nation for heroin deaths. Though many politicians and community leaders have addressed 102 the issue, the community has yet to put into perspective the true dangers of the epidemic. In this assignment you will research past proposed solutions, pick one, and in the body paragraphs explain the positives and negatives of using this solution and then provide your own edits to the plan that will be suitable for Ohio. You may use a plan that was not set for the state of Ohio, but the end plan needs to be designed for Ohio specifically. Be sure to cite all of your information in a works cited page in MLA format at the end of your essay. ***We can make all qualifications for the topic/assignment (length, number of sources, etc), but we would prefer to give the instructors more power over the assignment and fit the topic into the lesson the best way the instructors feel fit. We encourage the GSW instructors to pitch their own heroin/prescription drug abuse topic so that it suits all requirements for the course. When Would this Plan be Implemented? Ideally, the ADAMHS Board would like this competition to begin in the spring semester of 2017. This will open the competition to first­year students who might not feel confident entering a GSW competition if they have recently started GSW 1110. This competition will be open to both 1110 and 1120 students. Who Would Judge the Competition? We feel that the best people to judge the competition would be the GSW program. The intent of the competition is to raise awareness of the issue and the students will take it upon themselves to do the research. The GSW Department will be the best party suited to judge the writing techniques, the style, and the requirements (number of sources, the organization of the paper, etc) for the paper. We think that having the GSW Department judge the competition will allow for the instructors and the department to be a part of this project rather than have the ADAMHS Board overstep any lines. The ADAMHS Board will have an intern to pass along the paper to any member of the ADAMHS Board if the department wishes for an ADAMHS Board judge. What Would Be the Prize? If approved, the ADAMHS Board will help to work towards local publication of the winning essay. Publishing the essay in the Sentinel Tribune and or the BGSU paper will help raise awareness of the issue by reading a well researched paper. The winner of the publication will get published and earn a chance to win a ADAMHS Board gift basket. The basket will include a BGSU vs. Heroin t­shirt, an ADAMHS Board mug, ADAMHS Board sunglasses, as well as a $50 gift card. 103 Survey: The ADAMHS Board wants to measure the amount of awareness that each tactic in our proposal brings to the campus. The board would like the chance to implement a survey to those who participated in the competition. This survey would not be knowledge based, but focused on the information learned about the heroin epidemic. The survey will include questions like: Did you know about the epidemic before the competition? What is the most important thing learned from the research? How do you think your essay helps spread awareness? 104