Lessons Learned from Developing Tailored Community Communication Campaigns in the HEALing Communities Study

Area of Science:

• Public Health
• Health Communication
• Addiction Science

Background:

• Opioid overdose deaths remain a significant public health crisis.
• Evidence-based practices exist but face challenges in uptake and acceptance.
• Stigma surrounding substance use hinders access to care and effective interventions.

Purpose of the Study:

• To outline lessons learned from tailoring communication campaigns within the HEALing Communities Study (HCS).
• To guide communities in engaging local populations for opioid-related messaging and practice adoption.
• To share insights on reducing stigma and increasing demand for evidence-based practices in addiction treatment.

Main Methods:

• Development and implementation of four tailored communication campaigns across 66 communities.
• Utilized virtual and in-person strategies for message dissemination between February 2019 and June 2022.
• Employed diverse marketing and promotional tactics, including social media, paid, and free outlets, adapting to the COVID-19 pandemic.

Main Results:

• Nine key lessons were identified regarding community engagement for opioid overdose prevention campaigns.
• Tailored marketing and promotion were essential for assisting communities in implementing evidence-based practices.
• Social media emerged as a primary channel for message distribution, especially during the pandemic.

Conclusions:

• Communication efforts are vital for the acceptance and utilization of medications for opioid use disorder and naloxone.
• The findings provide a framework for preparing communities for future opioid or substance-related health campaigns.
• Proactive community engagement and strategic communication are necessary to combat the opioid crisis effectively.