To highlight the potential dangers of opioids, the American Academy of Orthopaedic Surgeons created a multimedia public service campaign, including display and radio ads, urging doctors and patients to exercise caution in prescribing and taking opioids.
The print campaign carries the message: "Painkillers are easy to get into. Hard to escape."
The 30- and 60-second radio ads, produced in partnership with the Orthopaedic Trauma Association, emphasize the importance of moderation in prescribing opioids. Both radio ads feature a patient asking for additional prescription painkillers to combat knee pain. Her orthopaedic surgeon responds: "We're being very careful with prescription painkillers. Let's continue with therapy and off-the-shelf anti-inflammatories for now."
The campaign was distributed to hundreds of outdoor media signs and displays and radio stations across the U.S. in an effort to attract attention and awareness for this epidemic.
“Having open lines of communication between surgeon and patient regarding the use of prescription opioid or narcotic pain medications has never been so important,” said OTA President Steven Olson, MD. “OTA members recognize that injuries can be painful, often requiring short term, controlled use of opioid medications. However, opioid medications are nearly always provided as one piece of the overall strategy to treat pain. Other medications such as acetaminophen and/or non-steroidal anti-inflammatory drugs, as well as other modalities such as ice, heat, and exercise are just as important.”
“It is our responsibility to education and advise our patients as to how they can manage their pain and how to properly use opioid pain medications,” said Dr. Olson. “We encourage patients to take the responsibility for carefully following these instructions to lessen the risk of harm and addiction.”
For more information, please visit: OrthoInfo, the AAOS public facing website.