Utilizing science to prevent children from succumbing to fentanyl overdose
In 2023, there was a decrease in drug overdose deaths for the first time since 2018.
Although drug deaths still remain alarmingly high, with more than 100,000 recorded last year, there is progress in the right direction.
However, one group that has seen a significant increase in deaths is adolescents, teens, and young people.
Research indicates that an average of 22 Americans between the ages of 14 and 18 died from drug overdoses every week in 2022. Certain areas, like Maricopa County, Ariz., and Los Angeles, Calif., have been identified as hot spots for youth overdoses.
In these regions, counterfeit pills containing fentanyl have flooded the market. These pills are more affordable and easily accessible through popular social media platforms among young users.
Efforts by the government to prevent young individuals from using drugs have been ongoing for over a century. These campaigns have largely relied on scare tactics focused solely on the negative consequences of drug use.
However, such strategies, although effective in commercials, have often been disregarded by children. In the era of fentanyl, it is imperative to shift from fear-inducing tactics to precise and compassionate drug education rooted in science. Unfortunately, many states are falling short.
In a recent discussion with grieving parents and families who are advocating for robust and effective drug education and prevention, I emphasized the need for improved strategies. As someone in long-term recovery, I understand the failure of my own drug education.
Individuals like myself who grew up in the 1980s remember D.A.R.E. officers visiting classrooms to warn about drug dangers. This approach, however, was ineffective due to the message and messenger being inadequate. What was truly needed were practical tools and relatable information.
Fortunately, there are proven techniques to reduce harmful substance misuse. The highly successful anti-tobacco (nongovernmental) Truth Initiative targeted at young people serves as a prime example. The success of Truth was rooted in understanding adolescent thinking.
The aim was to create a message that avoided sounding preachy, condemning or blaming smokers, but instead highlighted how Big Tobacco deceived them, urging teens to rebel against it.
Teens exposed to Truth ads were 66% more inclined to refrain from smoking in the future.
A national Truth campaign for fentanyl is essential and should begin by comprehending the nature of the current dilemma.
Most young people who perish from fentanyl overdose do so after consuming fake pills. These counterfeit yet lethal pills are designed to resemble popular medications like oxycodone, Xanax, and Adderall.
As most individuals lack a tolerance for potent synthetic opioids, consuming just one counterfeit pill can be fatal. This represents the new reality of pill consumption in America, necessitating adaptation.
The Drug Enforcement Administration was serious when they launched the “One Pill Can Kill” campaign nationwide. The slogan, concise and memorable, underscores the lethal nature of these pills.
However, concerns persist that young people are not fully absorbing the government’s message, even though “One Pill Can Kill” holds true.
Just as Truth ads acknowledged competition with Big Tobacco, the DEA’s message competes with a culture promoting pills as quick fixes for everything. Undoing this notion is challenging.
To effectively resonate with youths, messages must also cater to local context. For example, the Wolfe Street Foundation program in Arkansas pioneered the state’s first youth recovery program tailored to students in grades 7-12.
The program utilizes a peer model, where young individuals impacted by substance use serve as messengers. This approach acknowledges the pivotal role peers play in conveying fentanyl warnings effectively to young individuals.
Parents too have a crucial role to play. I recommend parents consult the Ad Council, which provides guidance for adults on discussing fentanyl with their children.
Experts like Dr. Scott Hadland, a pediatrician specializing in adolescent and young adult medicine at Mass General Hospital and Harvard Medical School, stress the importance of honesty, compassion, and openness when discussing complex topics like drugs with kids.
Stanford Medical School advocates for drug education among young individuals to center on three core pillars: Scientific grounding, interactive engagement suitable for adolescent learning, and compassion considering that most young individuals will refrain from substance use.
This battle to save kids from fentanyl in a culture inclined towards quick fixes and medication for every woe will be challenging, requiring collective effort.
Ryan Hampton is a national addiction recovery advocate and author of the forthcoming book “Fentanyl Nation: Toxic Politics and America’s Failed War on Drugs” to be released by St. Martin’s Press on Sept. 24.
