The Center for Adolescent Research & Education (CARE), launched its “Pay the Price” website on April 28th — National Prescription Drug Take-Back Day. The website, created by McCann Health, addresses the growing national issue of death by overdose from prescription drugs left unsecured around the home and urges viewers to turn in their unused or expired medications on Prescription Drug Take-Back Day. CARE is also launching a “Pay the Price” Facebook page featuring a wake-up call video.
Emblazoned across the website homepage is the headline, “PAY ATTENTION OR PAY THE PRICE,” followed by this message: “A little-known killer hides in plain sight all around us – overdose from prescription drugs left unsecured around our homes. It’s time for a deliberately confrontational wake-up call. We are CARE and we’re committed to keeping these conversations alive and loud.”
The “WATCH OUR EYE-OPENING VIDEO” button takes viewers to an emotionally visceral film, also created by McCann Health, that exposes the cold hard reality of this relatively unknown, but deadly killer.
The site also directs viewers to local Prescription Drug Take-Back Day collection sites and provides downloadable graphic assets that can be shared to keep the conversation going. The assets include: 1) An infographic with helpful tips to create a safer home; 2) Downloadable posters entitled, “Easier to Get Than Candy,” “It’s More Accessible Than You Think;” and 3) Five short videos touting the message, “It’s More Urgent Than You Realize.”
“We’re very excited about second phase of our “Pay the Price” campaign and the launch of our new website with a call-to-action to participate in National Prescription Drug Take Back Day,” said Stephen Gray Wallace, CARE President and Director. “It’s clear that misuse of prescription medications by youth in the home represents a clear and present danger to families nationwide and that ignorance or inaction comes with an extraordinary price tag.”
Jeremy Perrott, McCann Health Global Chief Creative Officer said, “We all need to understand one thing. The prescription drug issue is here. It won’t go away. The facts are very real. So is the threat. We cannot ignore or look away any more. It’s time to act. Today is National Drug Take Back Day. Pay attention. Or pay the price.”
Perrott explained, “We needed to address the incredible facts with a deliberately confrontational message, that equaled the punch of the cold, hard statistics. Drunk driving deaths in the U.S. per day: 28. Suicide deaths in the U.S. per day: 120+ and Rx drug abuse deaths in the U.S. per day: 290 and counting.”