Leveraging digital resources to educate consumers
Overdose of common over-the-counter (OTC) pain medicines is a growing but largely unrecognized problem in the U.S. This practice is putting thousands of people at risk for serious side effects such as stomach bleeding, ulcers, liver damage, and even death.
To educate women about the harmful consequences of OTC pain medicine overdose and to encourage them to carefully read medicine labels, the American Gastroenterological Association (AGA) engaged The Reis Group to develop a public-health education campaign.
Focusing on reaching women to talk about their personal experience with chronic pain and taking more than the recommended dose of OTC pain medications, we developed a social media campaign using Facebook and Twitter to reach women where they live, work and play. We developed compelling content including an infographic, interactive experience, and Facebook Live Q&A with a gastroenterological expert. These efforts guided our messages to generate dialogue around the theme and encourage women to be #OTCSmart.