A new statewide educational campaign highlights to Colorado youth and their parents that most teens are not misusing prescription pills that could be laced with fentanyl.
In fact, as the campaign notes, 87% of teens would try to protect their friends from this deadly threat.
The Connect Effect campaign demonstrates the power of connection to protect teens. It highlights how youth can look out for each other and parents and other trusted adults can talk to teens about the risks of fentanyl-laced pills and powdered drugs.
The campaign uses the science of positive social norms to highlight that most teens are making healthy choices. This gives youth confidence that they are in good company when they don’t take pills that are not prescribed to them. The campaign strategy was based on surveys and discussion groups with Colorado teens and consultations with national experts on positive social norms.
“While it’s critical to highlight the pressing threat that fentanyl presents to Colorado youth, it’s also important to acknowledge that the vast majority of Colorado teens are making healthy choices and looking out for their friends and peers. This is proven to reinforce their healthy behavior,” said Attorney General Phil Weiser. “In addition, we need to show to youth and adults the power they have to protect teens simply by positively connecting with them. We know that the opposite of addiction is connection, and we want to highlight the positive role of trusted adults and peers to support teens and talk about the risks of pill misuse and fentanyl.”
Weiser’s office sued pharmaceutical manufacturers and distributors that created and fueled the opioid crisis and secured over $700 million in settlements, which are being distributed through a historic joint framework with local governments across Colorado for treatment, recovery, prevention, and education programs. This includes $750,000 over the next two years for this youth prevention campaign.
The campaign empowers teens and adults with facts about the risks of fentanyl, an extremely powerful opioid which is often mixed into counterfeit pills and powdered drugs like cocaine and MDMA. A tiny amount of fentanyl can be deadly.
The campaign also highlights the signs of an opioid overdose and how anyone can use naloxone to reverse it and connects youth and trusted adults to other statewide resources.
SE2, a Colorado behavior change agency, was selected through a competitive bidding process to manage the Colorado Attorney General’s state fentanyl and opioid awareness campaign focused on 11 to 18-year-olds, their parents/guardians, and other trusted adults like teachers and coaches.
Partnering in the campaign is Rise Above Colorado, a nonprofit statewide prevention organization that impacts teen perceptions and attitudes about the risks of substance misuse to help youth make empowered, healthy choices.