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Assessing the reach and engagement with the ‘How To Save A Life’ mass media campaign on drug-related death prevention in Scotland

Anderson, M, Atkinson, AM, McAuley, A, Sumnall, HR, Glancy, ME, Bloomfield, HA and Trayner, KMA (2023) Assessing the reach and engagement with the ‘How To Save A Life’ mass media campaign on drug-related death prevention in Scotland. Drugs: Education, Prevention, and Policy. ISSN 0968-7637

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‘How To Save A Life’ (HTSAL) was a mass media campaign on drug-related death prevention which ran in Scotland from August 2021 to January 2022. It aimed to increase awareness of how to respond to an opioid overdose, and the uptake of take-home naloxone (THN). The objective of this study was to determine the reach and engagement with the campaign. Methods included a descriptive analysis of data from media sources, the campaign website, and an online naloxone training course. A quantitative content analysis was conducted on media articles. The campaign generated 57,402,850 non-unique impressions (the total number of times the campaign was seen or heard), and unique reach (the number of people who were exposed to the campaign) figures of 2,621,450. Engagement with the campaign was positive, and 96% of print/digital media articles had a positive view of the campaign. There were 40,714 visits to the campaign website, leading to 8,107 clicks to the free naloxone training course, and 3,141 clicks to order a free naloxone kit. This study showed that mass media campaigns on drug policy topics can achieve high levels of reach and engagement. There was a clear progression from viewing campaign materials, to visiting the campaign website, to completing naloxone training. Our research suggests that mass media campaigns can be used to disseminate harm reduction messages to the general public.

Item Type: Article
Uncontrolled Keywords: 1117 Public Health and Health Services; 1605 Policy and Administration; Substance Abuse
Subjects: B Philosophy. Psychology. Religion > BF Psychology
R Medicine > RA Public aspects of medicine > RA0421 Public health. Hygiene. Preventive Medicine
Divisions: Nursing & Allied Health
Psychology (from Sep 2019)
Publisher: Taylor & Francis
SWORD Depositor: A Symplectic
Date Deposited: 23 Oct 2023 08:40
Last Modified: 23 Oct 2023 08:45
DOI or ID number: 10.1080/09687637.2023.2262735
URI: https://researchonline.ljmu.ac.uk/id/eprint/21733
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