MORGAN TOOL

ELLE HALLI NAN

YADI RA MONTOYA
EMI L ZAWATSKI
NUEVE MEDIA
PRESCRIPTION PAINKILLER MISUSE AND ABUSE
75% of prescription drug overdoses are caused by painkillers
(Center for Disease Control and Prevention, 2013)

Painkillers are the second most commonl y abused prescri pti on
among UT students ( Uni ver si t y Heal t h Ser vi ces)


THE PROBLEM.
90% of students said they have access to rx painkillers from friends by
buying or simply asking for them. (According to the Patient Information Council)
We conducted 5 depth i ntervi ews, and observed the behavi or of
1,100 UT students crossi ng streets at 6 i ntersecti ons around
campus, 4 ti mes per day.


THE [PRI MARY] RESEARCH.
WHAT WE FOUND:
Street crossers can be divided in 3 distinct categories:
The Leaders, The Followers, & The Rule Breakers.
! The Leaders, Fol l owers, and Rul e Breakers, al l have one thi ng
i n common: reckless & deviant behavior increases at night.
THE COMMON THREAD.
Look both
Ways
50%
Look Once
30%
Follow
20%
Morning
Look Both
Ways
39%
Look Once
34%
Follow
27%
Night
Jaywalk
25%
Use
Crosswalk
75%
Morning
Jaywalk
58%
Use
Crosswalk
42%
Night
THE [SECONDARY] RESEARCH.
More than 75% of peopl e who mi suse prescri pti on
pai nki l l ers use drugs prescri bed to someone else.
Substance Abuse and Mental Heal th Ser vi ces Admi ni strati on
Mixing drugs: more than ! of Rx painkiller deaths involve
alcohol or at least one other drug. (CDC)
Because these medications are prescribed by doctors, many
assume that they are safe to take under any
circumstances. Drugabuse.gov
! Whi te, Af fl uent Col l ege Students
! 18- 24
! Li ve i n West Campus, 78705
! Pressure from peers, teachers, and parents
to excel
! Preoccupi ed wi th mai ntai ni ng a soci al l i fe
! Can spread message to others i n network
THE TARGET.
THE RULE BREAKER
- Risk taker
- Knows how to get drugs
THE FOLLOWER
- Easily influenced
- Recreational use
THE LEADER
- Influential: Respected in community
- Popular: Large network of friends
Why THEY MI SUSE Pai nki llers
- Depressi on
- Sel f- Medi cati on
- Conformi ty or Peer Pressure
- Peer Norms: Getti ng wasted at soci al
functi ons i s of ten expected
THE TARGET MINDSET.
Those pills were the only thing that got me through
some hard times, and they were very easy to find.

-- Taylor H.
Dumb adjective \duhm\
1. Lacking the ability to speak
2. Lacking some usual attribute or accompaniment;
especially : having no means of self-propulsion
<a dumb barge>
3. Not having the capability to process data
The Big idea.. NUMB IS DUMB
Side effects from abusing painkillers
include shallow breathing, impaired cognition,
confusion, fatigue, numbness, etc.
FLYERS & POSTERS
Convenient and Liquor Stores in West Campus - Nueces Mart, West
Campus Liquor, Bodega, Nueces Liquor, Orange Market, etc.
WHERE?
Bathroom Stalls in Bars on 6
th
Street - Popular spots among the target
include: Rio, Buckshot, The Blind Pig, & Maggie Maes
Off-Campus Dorms & Sorority Houses - Texan Towers, Calloway House, etc.
On Campus

! Buzzfeed Ad Descri bi ng Facts
! Pai nki l l er I nfographi c
! Facebook
! #Twitter
! Email
! Instagram
! SnapChat


EDUCATE THROUGH SOCIAL MEDIA.
! Attend Spurs, Cowboys, Fraterni ty and Sorori ty Meeti ngs
! Hol d a guest speaker l ecture i nvi ti ng al l organi zati ons
! Gi ve free t-shi r ts, water bottl es, etc. featuri ng numb i s dumb
THE RECOMMENDATIONS.
The target LOVES free
t-shirts!
NUEVE MEDIA
THANK YOU.