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Commission to test influencer-led prevention campaign after $3.6 million request
Summary
The opioid commission plans a prevention campaign targeting youth using local social media influencers; Chris Evans said the model (from Broward County 'Better Off Without It') is message-tested and will be rolled out with university partners and $3.6 million in planned investment over two years.
Chris Evans described a prevention model the commission will adapt that uses name/image/likeness influencers to reach youths in specific zip codes. Evans said the commission brought a partnership from Broward County, Florida called 'Better Off Without It' that has demonstrated reductions in use, and plans to partner with the University of Kentucky and other universities to message-test and localize campaigns.
Evans said the commission will invest $3.6 million over the next two years in the effort and that the campaign will target youth roughly ages 13 to 26 with regionally tailored influencers and messages. "This is an effort that focuses on name image and likeness ... social media influencers can Target down to an area of a zip code," Evans said, and he added that much of the rollout will occur next semester.
