Pubdate: Sat, 08 Dec 2001 Source: Beckley Register-Herald (WV) Copyright: 2001 The Register-Herald Contact: http://www.zwire.com/site/news.cfm?brd86 Details: http://www.mapinc.org/media/1441 Author: Bev Davis EXPLOSIVE DIARRHEA IS JUST ONE OF THE RISKS Perdue Pharma, the pharmaceutical company that manufactures OxyContin, has launched a campaign warning teens against the abuse of all prescription drugs. The "Painfully Obvious" promotion focuses on results of such abuse that could cause embarrassing social situations, such as uncontrollable vomiting or diarrhea. Posters with messages such as "scalding hot bacon fat should not be used as after-shave, and explosive diarrhea caused by prescription drug abuse ruins pants" offer a comical, yet direct approach to educate teens about the side effects they might experience from abuse. Pamela Bennett, a pain management nurse and director of advocacy for Perdue Pharma, visited Beckley Friday as part of a statewide networking effort to make law enforcement, social service agencies, teachers and parents aware of the widespread abuse of prescription drugs. "We're not just talking about OxyContin, but all prescription drugs. Kids can be taking heart medications, painkillers and just about anything else they can get. A lot of times, they don't even know what they're taking," Bennett said. OxyContin is a powerful prescription painkiller that has been dubbed "Hillbilly Heroin" because of its burgeoning abuse as a narcotic in Appalachia. Since 1998, OxyContin and oxycodone, the narcotic's active ingredient, have been linked to more than 100 deaths nationwide. As for the ribald nature of the posters and radio commercials that will air on a local radio station through Dec. 30, they are intended to make the whole idea of abuse distasteful to teens. "They may not really be concerned about the damage they are doing to their body or their brain, but kids do worry about social acceptability. The materials are designed to show some of the disgusting side effects, such as vomiting, diarrhea, ugly rashes and seizures that can occur," Bennett said. Teens often mistakenly believe prescription drugs are safe, even when they are prescribed for someone else. "When a doctor writes a prescription for a drug, he takes the weight, medical history and specific needs of that patient into consideration so that drug can be used safely for the person for whom it's prescribed. But it's not safe for someone else. A big football player may see some of his grandma's pain medication and figure she's smaller than he is, so he takes more of the drug than the prescribed amount. It's a dangerous thing to do," Bennett said. Adults who share prescription drugs with others set a bad example, she said. "You see it all the time - in the workplace, in the home. You should never share a drug that was prescribed for you with anyone else. It's a bad practice, and it's one you don't want teens to pick up," Bennett said. This unique campaign has three distinct features, she said. n To educate kids about the dangers of prescription drug abuse n To inform them without teaching them how to do it. Previous efforts have inadvertently had this effect for some organizations, according to the research Perdue Pharma has done. n To dispel notions there's not as much danger in abusing prescription drugs as there is in using illegal drugs. Information kits include bro-chures listing suggestions parents can use to open dialogues with teens. "We want parents to know the dangers, the symptoms of prescription drug abuse and how to talk to their teens about it. We hope the commercials and posters will get the kids talking about the dangers, and we hope they get the message about how dangerous abuse can be," Bennett said. - --- MAP posted-by: Keith Brilhart