p.i.c: harm reduction campaign
TRANSCRIPT
PROTECT
INJECT
COLLECT
P. I .C . C
AMPA IGN F
OR
I NTRAVENOUS D
RUG USERS
Click icon to add pictureGROUP PROJEC
T
COMHE 304, SPRING 2014
Daniel
Wait
s, Bern
icia E
tienne,
Melinda G
arcia,
Nicole
Onorato
BACKGROUNDo Globally, 11 to 21 million people between the ages of 15 to
64 years old inject illicit drugs
o Nationally, an average of 425,000 used needles to inject drugs with higher rates among individuals between the ages of 18 and 34
o Locally, 36 people were reported to have died from a heroin overdose in Staten Island in 2012
o There are disproportionally more harm reduction/syringe exchange sites in Manhattan than there are in Staten Island, Queens, Brooklyn, and the Bronx
BACKGROUND CONT.
o Health risks associated with improper use of syringes includes blood borne infections such as…
oHerpes Simplex Virus 2oHepatitis CoHepatitis BoHIV
o Targets drug userso Scare Tactico Call for action
Telling users to inject with clean needles
o Aggressive, negative reinforcement
o CondescendingAssumes users does not want to stop
o Harm reduction model
THE HEALTH EDUCATION RESOURCE ORGANIZATION, 1986
o Targets drug userso Educationalo Call for action
Telling users not to share needles
o Rational, positive reinforcement
o Harm reduction model
o Transtheoretical model
HEPATITIS C HARM REDUCTION ORGANIZATION
OUR CAMPAIGN
GOALS OF OUR CAMPAIGN1. Educate and promote harm reduction
o reduce risky behaviors such as sharing injection equipment, syringe clogging and improper syringe disposal
o educate about physical risk of drug abuse such as risks of contracting HIV and hepatitis C, risks of overdose, and risks of infectious diseases
2. Reduce stigmatization of syringe exchange programso promote the development and support of syringe exchange programso gain community and political support for syringe exchange programs
3. Encourage the use of syringe exchange programs in safe environmentso utilize syringe exchange programs in efforts to reduce harm, promote safety,
supervision, interventions, peer outreach, spatial programing and urban designso address psychosocial factors among the vulnerable population
SITUATION PROFILE
The environment that we might conduct our campaign includes…oHospitals and/or clinicsoSyringe exchange programsoAlcoholics Anonymous and/or Narcotics Anonymous groupsoShopping centers and/or mallsoSubway cars, stations, and buses
o New York City residentsemphasis on the outer boroughs such as Staten Island, Queens, Brooklyn, and the Bronx
o Intravenous drug usersboth illicit and prescribed drug users
INTENDED AUDIENCE
THEORIES IN PRACTICEo Health Belief Model
o health related actions or behaviors in which the intended audience is aware about the risk of a behavior and disease and they comprehend and outweigh the benefits of change over the potential barriers and negative outcome of the new behavior
o applied to harm reduction by the intended audiences willingness to protect, inject, and collect syringes as a preventative measure; they must believe that these behavior will improve their health and in turn they are able to enforce P.I.C.
o Social Cognitive Theory o applied by the intended audience who value the perceived effects to change
their lifestyle will be willing to change and adapt if they believe their lifestyle will impact their personal values as health or physical appearance. In turn the risky behavior will change to reduce the impacts and they will adapt the new modified behavior. explains behavior in three factors
o Posterso featured in shopping centers, malls, clinics,
hospitals, alcoholics and narcotics anonymous, subway stations and carts
o Promote website and/or smartphone appo Official website
omaps syringe exchanges and collections within the five boroughs
o connects users to appropriate resources and emergency responders
o Social media and networking web siteso Such as YouTube, Twitter, Facebook, and
COMMUNICATION VEHICLES & CHANNELS
CORE HEALTH CONCEPTSo Empowerment
o build relationships with intravenous drug users free of judgment, isolation, criticism, and stigmatization
o demonstrate the ease of connecting with syringe exchange programs and obtaining clean syringes
o reassure everyone their health is in their hands, but people are there to help them
o Self-efficacy, education, and stages of changeo reduce the harm, and possible harms of injection drug useo users decide for themselves not to reuse syringes, but dispose of them
properly or call us to pick them upo educate users on the consequences of reusing needles, and improper
disposal of syringeso take the first step toward healthier habits, change is not immediate
DELIVERING OUR MESSAGE
o The campaign’s first roll out…o poster is the main display of the campaigno additional messages will be displayed on our website and social
media accounts, spread through the hashtag #UPICNYCi.e. “Protect Yourself When You Inject Yourself”
“P.I.C. Up and Drop Off At Your Nearest Needle Exchange”
o Use of acronym P.I.C.o instead of “pick” to create brand awarenesso remember safety precautions regarding syringe injection and
disposal
QUANTITATIVE & QUALITATIVE EVALUATIONS
o For immediate evaluation of our campaign…o Record the number of phone calls, tweets, e-mails, hits on the
websites, and other social media outreaches we receive immediately following the launch of our campaign.
o For evaluating our campaign in the short-term...o administered surveys given in-person, over the phone and linked
througho epidemiological data on injection related diseases; incidence
rates compared to before and after we launched our campaign – specifically we would look at incidences of hepatitis C and HIV
WORKS CITED1. United Nations Office on Drugs and Crime. World drug report 2010: Drug statistics and
trends. .2010.2. 2. Substance Abuse and Mental Health Services Administration, Office of Applied Studies.
The NSDUH report: Injection drug use and related risk behaviors.2009.3. 3.Bureau of Alcohol & Drug Use Prevention, Care & Treatment, New York City Department
of Health and Mental Hygiene. New york city harm reduction syringe access programs: A list of services offered.2014.
4. 4.Goodman JD, Wilson M. Heroin’s new hometown: On staten island, rising tide of heroin takes hold. The New York Time. 2014;N.Y./Region.
5. 5. Colon HM, Finlinson HA, Robles RR, Deren S, Andia J, Kang SY, Oliver-Velez D. Joint drug purchases and preparation risk behaviors among Puerto Rican injection drug users. Aids Behaviors.2001; 5.
6. 6. Novak SP, Kral AL. Comparing injection and non-injection routes of administration of heroin, methamphetamine and cocaine in the United States. J Addict Dis.2011;30:248-257.
7. 7. Vlahov D, Junge B. The role of needle exchange programs in HIV prevention. Public Health Rep. 1998 Jun;113 (Suppl 1):75–80
8. 8. McNeil R, Small W. Safer environment interventions: a qualitative synthesis of the experiences and perceptions of people who inject drugs. Soc Sci Med. 2014;106:151-158.
9. 9. Schiavo R. Health Communication from theory to practice.1st ed. San Francisco, CA: Jossey-Bass;2007.