Prescription opioids have helped fuel the drug abuse epidemic in the United States. The U.S. Navy promotes readiness by preventing misuse of these substances by its sailors.
- Analysis and Research
- Campaign Development
- Data Collection and Analysis
- Web Design and Development
- Social Media Strategy
- Marketing and Advertising
To preserve total force fitness, the Navy Personnel Command’s Navy Alcohol and Drug Abuse Prevention Office needed a partner experienced in health communications and substance use prevention to communicate to sailors, military leaders, families and partners the proper way to dispose of drugs and engage advocates who could share that message more broadly.
Aptive leads the Prescription for Discharge Campaign, a multifaceted strategic communications and social marketing effort. Underpinning the campaign is detailed research gleaned from 16 focus groups, which engaged sailors, medical personnel and family members to determine the most resonant messages and outreach tactics.
The research led to the central message of the campaign — the four steps to proper drug disposal are take correctly, report promptly, dispose properly and never share — which is used on all Prescription for Discharge Campaign marketing products. These include a flier, posters, pop-up signs and buttons and a suite of multimedia products containing articles, fact sheets, implementation guide, news releases and social media messages.
We produced three video public service announcements (PSAs), which are live-action videos featuring relatable scenarios of sailors carrying out the four disposal steps. Aptive develops all the content for campaign materials and public relations and manages the social media campaign.
Results and Benefits
- More views – In the first half of 2018, the campaign garnered more than 1,700 views on YouTube.
- More clicks – The website received more than 1,500 unique views.
- More shares – The social media channels reached 8,377 users.
- More coverage – The National Take Back Day campaign achieved significant media coverage, including a Navy.mil story encouraging proper drug disposal that garnered 200,000-plus impressions.