Opioid addiction and overdoses have devastated New Mexico communities, including Hispanic and Immigrant communities. PK Public Relations developed the “¡El Opio Drama!” campaign in 2021 to raise awareness within Spanish-speaking communities about opioid overdose prevention and is the continuation of the “A Dose of Reality” series of campaigns. The campaign successfully raised awareness of prescription opioid abuse, safe use or disposal, and treatment options across six counties with the largest Hispanic population. The entire campaign was conducted in Universal Spanish and maximized available resources to communicate through various media channels. This historic campaign met every goal set out in the planning process and demonstrated the importance of pivoting to culturally competent Spanish language campaigns, transforming past practices of English to Spanish translation. “¡El Opio Drama!” developed into a vital public health resource in Spanish-speaking communities, flattening the overdose curve and increasing distribution of Narcan kits. The campaign reached and engaged hundreds of thousands of people across New Mexico via Spanish media outlets, organic social media impressions, and distributed resources through trusted community outlets. “¡El Opio Drama!” has won a coveted Gold Davey Award and the Best of Show from Public Relations Society of America, New Mexico Chapter.
Results
1-3% decrease in overdose death rates in six counties.
21% increase of Narcan kits distributed.
518,683 unique viewers of the animated video series.
523,653 total minutes viewed).
20,000 fliers distributed by Promotoras.
11,000 clicks to Spanish Website with average stickiness of two minutes.
