Ohio Opioid Education Alliance
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Denial, OH: Measuring the Impact
Nearly 50% of those in central Ohio recalled Denial, OH advertising, and approximately 25% of parents in other parts of the state recalled the advertising campaign.

After seeing the Denial, OH ads, 57% of parents and caregivers report discussing the danger of opioids and prescription painkillers with their children.

There is widespread agreement that opioid abuse is a problem, but
only 8.4% of parents or caregivers surveyed said they were very concerned their children might abuse unused opioids and prescription painkillers in the household.
New Study Validates Effectiveness of Denial, OH Campaign But Many Remain in Denial on Opioid Abuse
COLUMBUS, Ohio – The Ohio Opioid Education Alliance today announced survey results demonstrating its Denial, OH advertising campaign – which launched just over a year ago to prevent prescription opioid abuse among the next generation – is making a significant impact.

The Denial, OH advertisements are successfully reaching parents and caregivers. The new research shows that a majority of those who have seen the ads are answering the calls to action by talking to their kids about opioids as a result, as well as properly disposing of their leftover pills.

Many Ohio caregivers, however, are still in denial when it comes to prescription opioid abuse. The new study shows that many parents continue to underestimate the threat of opioids to their own families and communities, but attitudes and mindsets are changing.

"We went into this campaign knowing that it takes time and a societal shift to change the mindset of parents from a 'not my kid' mentality to acknowledging that opioids are a threat to anyone, anywhere," said Chad Jester, president of the Nationwide Foundation. "We are encouraged to see that parents are speaking to their kids about opioids after seeing these ads and we hope to sustain our efforts until a majority of parents move out of Denial, OH."

The survey was completed by independent research firm Fallon Research & Communications Inc. through a series of 1,000 telephone interviews of Ohio residents with at least one child residing in the home. Half of the interviewees resided in central Ohio and the second half in other parts of the state.




Majority of parents talk to their kids about opioids after seeing Denial, OH ads
President of the Nationwide Foundation
CONTACT INFO:
Lindsey Shapiro
Paul Werth Associates
Email: lshapiro@werthpr.com
Phone: (614) 224-8114
Cell phone: (330) 717-1699

"We went into this campaign knowing that it takes time and a societal shift to change the mindset of parents"
Parents are still living in Denial, OH.
Ohioans are at a risk of complacency.
Despite agreement about the prevalence of the problem, more than 66%of parents and caregivers don't believe opioids are a very big problem within their local communities, which may result in complacency.
Denial, OH ads are penetrating the market and have a high recall.
Nearly 50% of those in central Ohio recalled Denial, OH advertising, and approximately 25% of parents in other parts of the state recalled the advertising campaign.
The Denial, OH ads are extremely effective.
The survey results clearly demonstrate that the Denial, OH campaign is off to a strong start and beginning to have a significant impact on how parents and caregivers talk to their children about the dangers of prescription drugs and opioids, and in how they safely store and dispose of them. However, the danger and risks of opioids in the home and local communities is still being underestimated, requiring a continued effort to spread the Denial,OH message.

Survey results are available for download and viewing here.
Key findings from the study include:
- Chad Jester
There is widespread agreement that opioid abuse is a problem, but only 8.4% of parents or caregivers surveyed said they were very concerned their children might abuse unused opioids and prescription painkillers in the household.

Fewer than 50% of parents surveyed placed enough gravity on the situation to characterize it as a "very big" problem, suggesting only a modest degree of concern.
After seeing the Denial, OH ads, 57% of parents and caregivers report discussing the danger of opioids and prescription painkillers with their children.

And 53% of parents and caregivers who have seen the ads say they are more cautious about how they dispose of unused opioids and prescription painkillers.
ADAMH Board of Franklin County
American Electric Power
Association of Ohio Health Commissioners
AT&T
Battelle
Big Lots
The Buckeye Association of School Administrators (BASA)
Capital University
Cardinal Health Foundation
Central Ohio Funeral Directors Association
Central Ohio Mayors and Managers Association
Columbus Chamber of Commerce
Columbus College of Art and Design
The Columbus Dispatch
Columbus Foundation
Columbus Metropolitan Library
Columbus Partnership
Columbus Realtors
Columbus Realtors Foundation
Columbus State Community College
Crane Group
Drug Free Clubs of America
Education Service Center of Central Ohio
Encova Insurance Group
Franklin County Board of Commissioners
Franklin County Board of Developmental Disabilities
Franklin County Children Services
Franklin County Public Health
Foundation for Appalachian Ohio
Honda
Alliance Members
Human Service Chamber
Huntington
IGS Energy
L Brands Foundation
Law Enforcement Foundation
Mt. Carmel Health
NAMI Franklin County
National Safety Council
Nationwide Children's Hospital
Nationwide Foundation
NFIB
NiSource and Columbia Gas
Ohio Association of Broadcasters
Ohio Association of Chiefs of Police
Ohio Association of County Behavioral Health Authorities
Ohio Association of Secondary Schools Administrators (OASSA)
Ohio Business Roundtable
Ohio Chamber of Commerce
Ohio Children's Alliance
The Ohio Council of Behavioral Health & Family Services Providers
The Ohio Council of Retail Merchants
Ohio Dental Association
Ohio Department of Mental Health and Addiction Services
Ohio Dominican University
Ohio ESC Association
Ohio Farm Bureau
Ohio Foundation of Independent Colleges
OhioHealth
Ohio High School Athletic Association
Ohio Hospital Association
Ohio Hotel & Lodging Association
Ohio Library Council
Ohio Manufacturers' Association
Ohio Mayors Alliance
Ohio Pharmacists Association
Ohio Psychological Association
Ohio Realtors
Ohio Restaurant Association
Ohio State Medical Association
The Ohio School Boards Association (OSBA)
The Ohio State University
Ohio Wesleyan University
Osteopathic Heritage Foundations
Otterbein University
Philanthropy Ohio
PNC Financial Service Group Inc.
Prevention Action Alliance
Schoedinger Funeral and Cremation
SWACO
United Way of Central Ohio
WBNS-10TV
White Castle Systems
Worthington Industries
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Click the download button to access our survey results, infographic and downloadable ads.
The Ohio Opioid Education Alliance is a coalition of business, education, nonprofit, civic and government organizations formed by the Alcohol, Drug and Mental Health (ADAMH) Board of Franklin County to educate and prevent young Ohioans from misusing and abusing opioids. The Alliance's primary purpose is to promote and amplify the Denial, OH, campaign.
CONTACT INFO:
Lindsey Shapiro
Paul Werth Associates
Email: lshapiro@paulwerth.com
Phone: (614) 224-8114
Cell phone: (330) 717-1699

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