NCJ Number
129836
Journal
Drug Education Journal of Australia Volume: 4 Issue: 2 Dated: (August 1990) Pages: 131-137
Date Published
1990
Length
7 pages
Annotation
The planning, implementation, and results of a minor tranquilizer education campaign, initiated in Western Australia in 1998, are reported.
Abstract
Allocated $100,000 by the Lotteries Commission, the campaign targeted two primary groups: general practitioners, as prescribers, and women, as the primary consumers. The most appreciated publications produced by the campaign were the regional resources lists which were distributed to general practitioners providing information about alternative resources in their communities. A 30-second television advertisement was planned to reach women. Both the Australian Medical Association and the Pharmaceutical Society became important at the implementation phase. A market research company conducted interviews with 400 women immediately prior to the campaign and 400 following its completion. The results indicate that the advertisement had realized its purpose. In terms of a longterm behavioral change towards a decrease in benzodiazepine prescribing/use, a pilot program would need to develop a series of subsequent staged public campaigns. 12 references (Author abstract modified)