Supplement for Prescription Drug Overdose Prevention for States Program

Grants and Contracts Details


Kentucky had the 2nd highest overall poisoning emergency department (ED) visit rate (majority were drug]related) in year 2014, 3rd high drug overdose fatality rate in year 2015, and 4th highest neonatal abstinence syndrome (NAS) rate in year 2013 in the U.S. (Slavova, 2016; Rudd et al., 2016; Ko et al., 2016). In 2015, the age]adjusted drug overdose fatality rate in Kentucky was 29.98 deaths/100,000 population with 1,273 deaths (CDC WONDER). The Kentucky opioid overdose emergency department visit rate was 84.5 visits/100,000 population in year 2015. To address the elevated rates drug overdose morbidity and mortality rates in the state, a number of strategies have been undertaken by the CDC National Center for Injury Prevention and Control (NCIPC) ] funded Kentucky Drug Overdose Prevention Program (KDOPP) at the Kentucky Injury Prevention and Research Center (KIPRC) (the bona fide agent for the Kentucky Department for Public Health) under the Prevention for States funding. The currently funded KDOPP strategies include 1) enhancing and maximizing the statefs prescription drug monitoring program called Kentucky All Schedule Prescription Electronic Reporting (KASPER) system as a public health surveillance system through the a) development and dissemination of comprehensive KASPER threshold reports, and data dashboards, as well as b) establishment of a drug overdose fatality surveillance system, and c) integration of KASPER reports into electronic health records; 2) implementing community interventions through a) formation of the statewide drug overdose prevention advisory workgroup that assembles key community and state agency and organizational leaders to provide input on the implementation and evaluation of related drug overdose prevention interventions, b) establishment of the Drug Overdose Technical Assistance Core that produces actionable data to inform local community interventions and policies, completes ad hoc data requests, and provides technical assistance to community coalitions on data use, evidencebased strategies, strategic planning, and coalition formation, maintenance, and sustainability, c) establishment of the substance use disorder (SUD) information and referral service (IRS) that contains an information repository with targeted information for discrete stakeholders such as individuals with substance use disorders, prescribers, first responders, etc., as well as a web]based SUD treatment availability locator, and d) overlay of public health and public safety data to inform local community 2 drug overdose prevention preparedness of public health departments, law enforcement agencies, healthcare providers, SUD treatment facilities, etc., and e) evaluation of the ICD]9]CM to ICD]10]CM drug overdose coding transition in emergency department visit, and inpatient hospitalization data; and 3) conducting policy evaluation of the decedent controlled substance testing law passed in year 2012 and the controlled substance prescribing regulations by clinical profession implemented in year 2013. With supplemental CDC NCIPC funds, an integrated public awareness campaign will be developed and implemented to enhance the outreach of the SUD IRS in collaboration among the Kentucky Governor Matt Bevinfs Office (Governorfs Office), Kentucky Office of Drug Control Policy (ODCP), the Cabinet for Health and Family Services (CHFS) including the Department for Public Health at (DPH) and Department for Behavioral Health and Developmental and Intellectual Disabilities (BHDID), the Cabinet for Education and Workforce Development (CEWFD), and KIPRC. This public awareness campaign will build on collective Kentucky state agenciesf efforts (Governorfs Office, ODCP, CHFS, DPH, BHDID, CEWFD, and KIPRC) to prevent SUD and improve accessibility of SUD information and SUD treatment through integration of the SUD IRS into the new Kentucky Governorfs Officefs Donft Let Them Die public awareness campaign. The Donft Let Them Die campaign was implemented in July 2017 to highlight the dangers of opioid abuse and to provide information on SUD treatment and harm reduction strategies such as naloxone administration. The Donft Let Them Die campaign uses both web content and statewide advertising to grecognize the inherent value of human life . even in the grip of addiction . and take proactive steps to help their friends, family and communities overcome this crisish. In the initial public awareness campaign, radio and television ads featured 911 call audio of a Kentucky mother who discovered her son fatally overdosing in 2016. The Governorfs office also established the website with information tabs on opioids, SUD treatment and naloxone. KDOPP will collaborate with the Governorfs Office, ODCP, DPH, and BHDID to integrate the KDOPP SUD IRS into the Governorfs Officefs Donft Let Them Die campaign by expanding it to the Donft Let Them Die] Find Help Now campaign that fills the current campaignfs gap in SUD resources and SUD treatment options. The goal of the integrated Donft Let Them Die] Find Help Now campaign will be to 1) increase awareness of the availability of SUD treatment; 2) match individuals with SUD to timely SUD treatment and recovery services; and 3) provide needed information on SUD, harm reduction, and treatment services, etc., to drug overdose prevention stakeholders. The SUD IRS supplements the current campaignfs future plans to produce ads and information focusing on SUD resources and SUD treatment. The Donft Let Them Die] Find Help Now expansion will involve multiple activities: 1) contract 3 Google search engine optimization (SEO) services and Google search results promotion services that will provide key words to direct internet users to the Donft Let Them Die] Find Help Now website on the first Google results webpage; 2) issuance of a marketing and production request for proposals (RFP) to optimally market the Donft Let Them Die] Find Help Now campaign with radio, TV, and billboard spot ads; and 3) secondary school and undergraduate competitions for creative marketing of Donft Let Them Die] Find Help Now to their respective age groups with prizes awarded for TV, radio, and digital ads. Two Find Help Now domains (.ORG and .COM) have already been purchased by KDOPP. The Google Find Help Now SEO services will be added to our current contract with APAX Software that is developing our SUD IRS web application. Google SEO allows anonymous users to more easily find the Find Help Now website which in turn improves awareness of and access to SUD treatment facilities in their area, along with SUD resources, and SUD information. Google SEO will be integrated into the design of the SUD IRS website. A creative marketing Donft Let Them Die] Find Help Now RFP will be issued to solicit proposals and competitive bidding for innovative media marketing of the Donft Let Them Die] Find Help Now website, including the Google search results promotion services activity. The chosen marketing agencies will also be responsible for designing the Google AdWords campaign since it requires expertise in manipulating the google search results and understanding how to best assign a daily click budget to the AdWords account. Google AdWords will be used to drive traffic to the SUD IRS website via integrated ads in all of Googlefs services (such as YouTube, Android Devices, Google Search, Google Maps, etc.). Google AdWords advertisements will be targeted to specific audiences only, such as Kentucky, and on specific related content, such as YouTube videos about SUDs. Billing with Google AdWords uses a budget]based pay]per]click model where you only pay when someone actually clicks on your advertisement. The rate is usually between one and two dollars per click. The University of Kentucky Purchasing Division will be contacted to assist with the RFP process and to find suitable vendors. The solicitation will ask for the 1) unique qualifications of the vendors that make them uniquely capable of developing the Donft Let Them Die] Find Help Now marketing strategy; 2) scope of proposed marketing strategies (what sort of work will be done, how will progress be communicated and how often, etc.); 3) marketing strategy delivery deadline (by March 1, 2018); 4) proposed timetable to review progress of the Donft Let Them Die] Find Help Now marketing strategies; and 5) desired payment schedule (annual payment, one lump sum, hourly, etc.). The received proposals will be reviewed by KDOPP, Governorfs Office, ODCP, BHDID, CEWFD, and DPH to ensure that the intent 4 and contents of the proposed marketing strategy align with the intent of the integrated Donft Let Them Die] Find Help Now public awareness campaign objectives. Once the proposals have been reviewed, contracts will be established with successful marketing bidders that contain the solicitation elements. Secondary school and undergraduate contests will be administered to promote the expanded Donft Let Them Die] Find Help Now website to their respective age groups: Donft Let Them Die Marketing Campaign Challenge The Donft Let Them Die Marketing Campaign Challenge is designed to get Kentuckyfs high school, college and university students talking and learning about the dangers of drug use and the opioid crisis in the Commonwealth. The students will use information provided by the Bevin administration to develop an integrated marketing campaign for the Donft Let Them Die initiative, and the associated new SUD IRS treatment locator, offering real world job experience and encouraging creative innovation. The Challenge will be a tiered marketing pitch competition for all Kentucky high school, college and university students, intended to introduce them to a realistic, competitive business environment. Students will research the opioid crisis in Kentucky and devise a complete strategic marketing campaign for the Donft Let Them Die initiative. Upon completion, each student team will then have the opportunity to "pitch" their campaign to a panel of judges. Regional competitions will be broken up into five zones, or regions, across the Commonwealth in 2018. In each, teams will be scored on both their written presentations (a score tabulated before regionals) and a 10]minute oral presentation they will deliver in person. The top two teams from each zone will advance to a final competition later in 2018. During Finals, each team will give their 10]minute oral presentations, followed by a break for lunch while the judges deliberate. Judging will be conducted by professionals in the advertising, marketing and communications industry as well as public and private stakeholders who are knowledgeable about or affected by the opioid epidemic.
Effective start/end date9/1/158/31/18


  • Center for Disease Control and Prevention


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