The proposed project targets the dual needs of the nation's general population and theU.S. Center for Drug Evaluation and Research (CDER). Morespecifically, the proposed project will: 1) Increase awareness about and promote attitude andbehavior change among healthcare providers to positively affect the growing problem of non-medical use of prescription and over-the-counter medication; and 2) Demonstrate effectivenessof an expanded, multi-pronged communication strategy targeting mainstream media andutilizing user-generated content.Food and Drug Administration (FDA)The Partnership at Drugfree.org is a health communications organization dedicated topreventing and promoting treatment for drug and alcohol abuse by young people. In April of2012, The Partnership at Drugfree.org announced the establishment of the first annual 'WakeUp to Medicine Abuse' week. Wake Up to Medicine Abuse is a national, week-long publicawareness and education campaign and call to action to reduce medicine abuse as well as ayear-round effort led by The Partnership at Drugfree.org to provide effective outreach,education, and tools to youth, parents, healthcare providers through innovative multimedia withthe goal of reducing non-medical use of prescription and over-the-counter medication.
The Aims, including targeted outcomes, include:
Aim1 : Develop and implement components ofthe Wake Up to Medicine Abuse project targeting healthcare providers;
Aim 2 : Demonstrate theWake Up to Medicine Abuse project is an effective communication plan that increasesawareness, intentions, and self-efficacy among providers to take preventive action;
Aim 3 :Decrease the number of people who use prescriptions and over-the-counter medication non-medically by increasing the proportion of providers taking preventive actions in response to theWake Up to Medicine Abuse project;
and Aim 4 : Conduct rapid cycle evaluation to ensure thatthe Wake Up to Medicine Abuse project meets the needs of healthcare providers and enablesthem to take action to prevent non-medical use of prescriptions and over-the-counter medicationActivities during Year 1 of the project will focus on significant expansion and enhancement ofthe dedicated Wake Up web resource (to be introduced in September of 2012). Future activitieswill be guided by the rapid cycle feedback gathered from healthcare providers and others.
The total societal costs of prescription drug abuse total $181 billion annually. The proposed project targets the dual needs of the nation's general population and the U.S. Food and Drug Center for Drug Evaluation and Research (CDER). More specifically, the proposed project will: 1) Increase awareness about and promote attitude and behavior change among healthcare providers to positively affect the growing problem of non-medical use of prescription and over-the-counter medication;and 2) Demonstrate effectiveness of an expanded, multi-pronged communication strategy targeting mainstream media and utilizing user-generated content. Administration (FDA)
