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HHS Introduces New Ad Campaign Targeting Abuse of Prescription Painkillers

By Lindsay F. Wiley [Bio]

January 20, 2003 - The Department of Health and Human Services is launching a new campaign of television, radio and print ads and brochures warning teenagers of the dangers of abusing prescription painkillers. The campaign was prompted by a new government study showing that a record number of Americans have misused prescription drugs.

The National Household Survey on Drug Abuse, conducted by HHS's Substance Abuse and Mental Health Services Administration, found that the initiation of nonmedical prescription drug use occurs primarily among people aged 12 to 25. Nearly 3 million teenagers aged 12 to 17 reported that they had used prescription drugs for nonmedical purposes at least once. The study also found that new use has been increasing since the mid-1980s, especially for prescription pain relievers.

The new advertising campaign was launched to battle what Dr. J. Westley Clark, a director at the substance abuse agency, says is a misperception of "a prescription drug as safer, cleaner, and healthier than heroin or other illicit drugs." Clark stressed, however, that one of the tragic consequences of misuse of prescription drugs "is to stigmatize the legitimate use of medications." He noted that "the most important thing to keep in mind is that these medications have a legitimate therapeutic purpose."

In contrast with its other anti-drug campaigns, the federal government is stressing awareness and prevention of the problem of prescription drug abuse rather than punishment.