Tome Sus Medicinas En Serio
Prescription drug misuse and abuse is a problem in Colorado, as it is in many other states. Also, a statewide survey to gauge knowledge of these issues showed English and Spanish-speaking citizens alike were not aware of the issue or what they could do to help. A bilingual, branded campaign resulted in Take Meds Seriously and Tome Sus Medicinas En Serio to bring awareness and education to all Colorado citizens. As one message points out, “El problema más grande de drogas no empieza en las calles, sino en el botiquín de su casa.[i]” Three distinct messages about prescription medicines – Uso Seguro[ii], Almacenamiento Seguro[iii], Desecho Seguro[iv] – are prominent throughout the Spanish campaign strategies.
The vast majority of English strategies were also developed for Colorado’s Spanish dominant audience. Hispanic strategy included top down paid, earned and social media. Hispanic stakeholder groups included clinics and pharmacies serving predominantly Hispanic communities. The website provided an online anchor – also optimized for mobile – with comprehensive educational and actionable information.
Multiple Hispanic media covered the campaign launch and Hispanic stakeholders have done their part to distribute thousands of campaign materials. Initial analytics show 5,800 visits to the Spanish side of the website.
[i] The biggest drug problem isn’t on the streets, it’s in your bathroom.
[ii] Safe Use
[iii] Safe Storage
[iv] Safe Disposal