Increasing State Funding for Substance Abuse ProgramsAn adaptable campaign solution designed to provoke real change within policy and among community.

Presented by Daniel Collazo, Ellie Lisikiewicz, Kennedy Hand and Liza KourdaevFor Health Communications 311

01 The Social Issue, Background, Purpose, Focus

02 Situation Analysis

03 Priority Audience

04 Behavior Objectives, Target Goals

05 Barriers, Benefits, Motivators, Competition, Influential Others

06 Positioning Statement

07 Marketing Strategies

Presentation Overview

The Social Issue01

23 million Americans are currently addicted to alcohol and/or other drugs. Only 1 in 10 of them (2.6 million) receives the treatment they need. The result: a treatment gap of more than 20 million Americans - Partnership to End Addiction

Standard inpatient addiction treatment facilities cost between $14,000 and $27,000 for a 30-day program, and outpatient treatment can range from free to $500 per session - Recovery Worldwide

Drug abuse and addiction cost American society more than $740 billion annually in lost workplace productivity, healthcare expenses, and crime-related costs - American Addiction Centers

Effective drug addiction treatment has been shown to reduce associated health and social costs by far more than the cost of the treatment itself. Treatment is also much less expensive than its alternatives, such as incarcerating addicted persons - National Institute on Drug Abuse

Did You Know?

High out of pocket cost, inadequate insurance coverage, and lack of capacity to meet demand are among the primary obstacles cited by Americans who say they need but are unable to receive treatment.

Our proposed campaign solution: Increased state and public funding for substance abuse treatment, recovery and prevention programs in tandem with general awareness and a public health approach to addiction.

Through adequately funding these services, the state of Illinois (specifically the city Chicago) will see improved communities via an increase in productive workforce, lowered drug-related crime rates, and lowered healthcare expenses.

Most Pressing Social Issue

Background“In Illinois, almost 80% of drug overdose deaths involved opioids in 2018, a total of 2,169. The Illinois Consortium on Drug Policy at Roosevelt University released a study that examined national and statewide trends in both opioid addiction rates and treatment capabilities from 2007 to 2012. During this period, Illinois’ ability to support state-funded treatment fell by 52 percent, making it the top-ranked state in the U.S. for a decline in treatment capacity over the five-year period. The study also notes that between 2007 and 2012 Illinois cut its treatment spending by nearly 30 percent.” - Northwestern University, 2016

The organizations involved in developing and implementing the plan include federal organizations, such as the U.S. Substance Abuse and Mental Health Services Administration, and state organizations like the Illinois Department of Human Services. Through our social marketing campaign, we also plan to collaborate with the Chicago Recovery Community Coalition & Partnership to End Addiction, both advocacy groups that work to change public policy and raise awareness about addiction.

Organizations

Purpose FocusThe focus of the campaign is on policymakers and legislators reallocating funds to better support and fund services for those struggling with substance abuse, as this is a societal health issue.

The purpose of the campaign is to communicate the importance of funding substance abuse treatment and recovery services in Illinois at the state level. The campaign will work to get legislators and policymakers to reallocate funds from other sectors to provide better services.

Campaign Purpose & Focus

Situation Analysis02

Situation AnalysisExternal Opportunities

● Increased state funding● Gaining public support● Collaborating with advocacy

groups● Decreased social stigma

surrounding substance abuse

External Threats● Policymakers not willing to

reallocate funds ● Barriers of the stigma● Other public issues taking

priority (e.g., COVID-19)

In Eugene, Oregon. EMTs and first responders trained in behavioral health have been tapped to answer 911 calls that were related to drug abuse, homelessness, and mental health - providing the proper care and attention these calls need. - Bridge Michigan

Since June 1, 2020, the Support Team Assisted Response (STAR) program in Denver, Colorado, responded to 748 incidents and none required police or arrests. The STAR program is designed to send in health care professionals instead of police officers for calls related to mental health and other low-level incidents. - Denverite

Findings From Previous Efforts

Syringe Service Programs have also deemed successful. The goal of these programs is

to prevent transmission of bloodborne infections, minimize overdose deaths, and

support public safety (CDC n.d.). Not only do these exchanges dispense sterile syringes

to drug users and give them safe ways to properly dispose of used ones, they also

provide on-site medical care, hepatitis/HIV screening, and counseling and resources

for treatment (NYT, 2018).

Previous Findings Continued

Priority Audience03

Illinois Legislators & PolicymakersOur priority audience is Illinois legislators and policymakers. The Illinois General Assembly consists of 177 voting members, divided into 59 senators and 118 representatives. The Democratic party is the majority.

●● Illinois Senate: 25 women (42.4%), 34 men (57.6%)●● Illinois House of Representatives: 46 women (39%), 72 men (61%)

Women legislators are more likely to support and vote for social welfare programs and funding - Pennsylvania Center for Women and Politics

Legislators and policymakers face unusually strong and constant pressures on their cognition and emotion - Palgrave Communications

Behavior Objectives & Target Goals04

KnowledgeBehavior

● Increase funding for substance abuse programs

● Empathize with those in the community who are battling addiction and substance abuse

● Recognize that it is a societal/healthcare issue and not an individual’s choice

➔ Realize the multitude of benefits that come with funding substance abuse programs

➔ Know that drug abuse is more common than most people think

Belief

● Believe that people battling addiction are worth helping

● Believe that by funding substance abuse facilities and resources, there are sustainable benefits for everyone living in the community

Campaign Objectives

Goals1) A 5% increase in substance abuse program funding within the City of

Chicago by January 2022

2) Open state-funded service centers in heavily impacted Chicago communities (Little Village, Humboldt Park, Englewood, North Lawndale) - have a center every 10 miles by January 2022

3) Monitor success rate of existing service centers - evaluate their effectiveness over a 1 year period, make modifications/reallocate funds if necessary

4) General awareness of substance abuse as a healthcare issue

BarriersBenefitsMotivators Competition Influential Others

05

Barriers:

● Lack of interagency, coordination, and communication● Prioritizing and funding other programs and services● Not supporting treatment initiatives ● Social marginalization of drug-dependent individuals● Fiscal budgets

Barriers & Benefits

Benefits:

Grants for substance abuse treatment benefits not only the undergoing individual, but society as a whole. Per American Addiction Centers, research has shown for each dollar invested in substance abuse centers, four dollars in healthcare and seven dollars in law enforcement and criminal justice costs is saved.

Competition & Influential Others

Competition:The major competing behavior is contingent upon legislators allocating money to other public programs and services. Also, policymakers who do not relate to this issue nor wish to allocate taxes to help others further contribute to the competition.

Influential Others:Politicians, representatives, donors, the media, and the voice and legal participation of citizens influences our priority audience

Positioning Statement06

“We want policymakers and legislators to see increased state funding for substance abuse programs and facilities as an ethical, valuable advancement for communities, which will result in the increased visibility of humanity for those struggling with substance abuse.”

Marketing Strategies07

Core Product

Product

Increased state funding for substance abuse services and programs.

Increase of current and future substance abuse services and programs to adequately help those struggling .

Testimonial awareness event and call-to-action

Actual Product Augmented Product

PriceNon-monetary Disincentive

● Time and effort● Negative visibility and perception of policymakers

Non-monetary Incentive

● Positive public recognition and appreciation from showing support towards the community

Monetary Incentive

● Cost of doing this saves money in the long run for the community and can stimulate the economy

Monetary Disincentive

● Increased taxes for funding services/programs

Place

❖ Testimonial Awareness Event: Springfield, Illinois (State Capitol)

❖ When: May 9-15, During National Prevention Week

❖ Working in tangent with Chicago Recovery Community Coalition

❖ Post-Testimonial event, donors and active community member attendees will receive call-to-action via organization's website, email and/or social media.

❖ 18+ voters, active Chicago community members and advocacy groups will be in the distribution channel that we will target to support our efforts.

Messages: Substance abuse is not a choice or individual problem, it is a societal issue that affects your community.

We want policymakers to know that if they allocate funds towards substance abuse programs and change their overall perceptions towards those struggling, that will in turn positively impact and save money for our community in the long run.

PromotionMessengers:

★ Testimonial Awareness speakers❖ Constituents ❖ Advocacy Groups ❖ Active community members

Perceived Sponsor:

❖ Donors of Legislative leaders

#ItCouldBeYou #FundForABetterTomorrow

● Testimonial Awareness Event at State Capitol, sponsored by Chicago Recovery Community Coalition and Partnership to End Addiction

○ Invite State Legislators, Representatives and Donors, along with members of the Illinois Department of Public Health, to listen to testimonials given by Illinois residents impacted by substance abuse

○ Allow for livestream of the event● Social Media Toolkit

○ Call-To-Action○ Repostable infographics○ Shareable unique profile picture to spread awareness○ #ItCouldBeYou #FundForABetterTomorrow

Creative Strategy

Mock Event Invite

Mock Call-To-Action

Mock Infographic for Event Attendees

Mock Instagram Post

Mock Instagram Post

Mock Tweet

Communication Channels

Personal Communication Channel:

❖ Testimonial Awareness Event

Selective Communication Channel:

❖ Call-to-action via direct mail, flyers, and social media links❖ Users will be able to personally write letters, call and email the Illinois legislators

about this cause

Mass Channels:

❖ Social media - Instagram, Twitter and Facebook❖ Earned media - Local Chicago radio and news coverage, word-of-mouth from

distribution channels

We will know that this campaign is successful by measuring a few key metrics. The first metric would be to see how much more funding substance abuse treatment programs and services are receiving – i.e., are they operating longer hours, seeing more people, hire more staff, open other locations, etc. The second metric we will measure will be hospital visits related to substance abuse. We acknowledge HIPPA laws and will not take down identifying information about the person hospitalized, but we want to make note if their visit is due to substances or not.

Successful?

Resources

● Associated Press. (2020, September 6). Illinois addiction programs get $36 million federal grant. AP NEWS. https://apnews.com/article/health-il-state-wire-a338c9769ca29ff5fffcfb973350f797.

● Barriers to Preventing and Treating Substance Use Disorders in Rural Communities - RHIhub Toolkit. (n.d.). https://www.ruralhealthinfo.org/toolkits/substance-abuse/1/barriers.

● Centers for Disease Control and Prevention. N.d. Federal Funding for Syringe Services Programs. Retrieved from https://www.cdc.gov/ssp/ssp-funding.html.

● Communicating with Legislators. Illinois.gov. (n.d.). https://www2.illinois.gov/sites/icdd/Advocacy/Pages/Communicating-with-Legislators.aspx. ● Edited by Dan Wagener, M. A. L. U. F. 20. (2021, February 20). Financial Assistance for Substance Abuse and Drug Rehab Treatment. American Addiction

Centers. https://americanaddictioncenters.org/rehab-guide/public-assistance.● Katz, Josh. (2018, April 27). Why a City at the Center of the Opioid Crisis Gave Up a Tool to Fight It. The New York Times. Retrieved from

https://www.nytimes.com/interactive/2018/04/27/upshot/charleston-opioid-crisis-needle-exchange.html● NAMI Illinois. (2021, April 23). https://namiillinois.org/budget-impasse-destroying-mental-health-services/. ● Recovery Community Organizations. IDHS: Recovery Community Organizations. (n.d.). https://www.dhs.state.il.us/page.aspx?item=106186. ● Sjnn. (2019, November 1). State-run addiction treatment centers in peril as Illinois enters second year without a budget. Social Justice News Nexus.

https://sjnnchicago.medill.northwestern.edu/blog/2016/08/30/state-run-addiction-treatment-centers-peril-illinois-enters-second-year-without-budget/. ● State and Local Expenditures. Urban Institute. (2020, July 1).

https://www.urban.org/policy-centers/cross-center-initiatives/state-and-local-finance-initiative/state-and-local-backgrounders/state-and-local-expenditures.

● Substance Abuse and Mental Health Services Administration (US). (n.d.). HEALTH CARE SYSTEMS AND SUBSTANCE USE DISORDERS. Facing Addiction in America: The Surgeon General's Report on Alcohol, Drugs, and Health [Internet]. https://www.ncbi.nlm.nih.gov/books/NBK424848/.

● The Connection Between Addiction And Violence. Vertava Health. (2019, September 10). https://vertavahealth.com/blog/addiction-violence/.