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The Partnership for Drug-Free Kids Launches New Prescriber Education Campaign
Date:7/15/2014

NEW YORK, July 15, 2014 /PRNewswire-USNewswire/ -- The Partnership for Drug-Free Kids, a nonprofit dedicated to reducing teen substance abuse and supporting families impacted by addiction, has introduced a new campaign targeting healthcare professionals as part of its Medicine Abuse Project. This education effort, supported by a multi-year grant from the U.S. Food and Drug Administration (FDA), recognizes the key role healthcare professionals play in prescribing responsibly, communicating the risks of misuse and abuse and identifying and helping patients who may already be misusing or abusing medication.

According to the Centers for Disease Control (CDC), enough prescription pain relievers were prescribed in 2010 to medicate every American adult continually for a month. Since 1999, overdose deaths involving prescription painkillers have quadrupled, says a 2013 report from the National Institute on Drug Abuse (NIDA).

"Preventing prescription opioid abuse is a very high priority for the FDA," said Douglas Throckmorton, M.D., deputy director for regulatory programs in the FDA's Center for Drug Evaluation and Research. "We are committed to supporting broader prescriber education, one essential tool for encouraging the safe use of opioids."

The prescriber campaign, titled "Search and Rescue," was developed by communications agency ICC Lowe working in close collaboration with the Partnership and FDA. The campaign is particularly targeted to family physicians and pain specialists in an effort to raise their awareness of prescription drug abuse and encourage them to use basic assessment tools that can help stem the tide of prescription drug misuse and addiction.

In the first year of the FDA grant, the Partnership engaged Harris Interactive to conduct in-depth interviews with prescribers, focusing on their current beliefs and behaviors
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SOURCE The Partnership for Drug-Free Kids
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