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.
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