1. Use only as directed campaign. Concepts to Results
Presented by:
Vanguard Media Group
June 23, 2009

2. Overview of Presentation
Initial Research
Campaign Identity
Measured Results
Conclusion

3. Initial Research Key Findings (among 23 of 29 counties)
Dangers of Rx meds: Addiction/Abuse/Misuse/OD
Perception is that ages are most at risk
93% say Rx meds are misused
58% say that sharing Rx meds is Very Dangerous
Dr.’s and Pharmacies are primary sources of info
Most people have NOT seen info about Rx medications at Dr.’s offices or pharmacies

4. Campaign Identity
Campaign logo

5. Campaign Identity
Campaign Web site

6. Campaign Identity
Campaign Television Spot (“Long Nap”)

7. Campaign Identity
Campaign Radio Spot (“Poison Control Center”)

8. Campaign Identity
Generating Media Coverage

9. Campaign Identity
Community Events

10. Measured Results
Web site visits

11. Measured Results
Press Coverage ($279,900 in publicity value)

12. Measured Results
Collateral Materials

13. Measured Results Collateral Materials – Produced v. Distributed
Bookmarks 80,000
Window Clings 5,000
Posters 10,000
Patient Cards 30,000
Everything has been distributed…

14. Measured Results Collateral Materials – Produced v. Distributed
Sent to more than 240 people/organizations
Pharmacies
Valley Mental Health
Dentists
Universities (U of U and BYU)
Libraries
Many others

15. Measured Results Traveling Displays Utah Senior Expo
Cammi Awards (Ogden)
Utah State Capitol
SLC Library
Megaplex Movie Theaters
Media segments (Good Things Utah)
Conferences

16. Measured Results Research Results
48% of Utah residents recall seeing the commercial
Majority (62%) saw it more than 5 times
34% said media messages made them a “Great Deal” more aware (53% at least somewhat)
Great information on disposal of medications
69% say person prescribed medication is responsible for managing it (48% - Doctors)

17. Measured Results
Reduction in number of deaths (largest in 14 years)

18. Conclusion Quote from recent news release
“While we are happy to see our numerous efforts to educate the public about the potential dangers of prescription pain medications have begun to pay off, we still face a significant challenge in reducing the number of deaths even further,” said UDOH Executive Director Dr. David Sundwall. “I do take comfort, though, in knowing that 40 Utah families didn’t have to go through the pain of losing a loved one because of misuse of prescription pain medications.”

19. Any Questions?