The Colorado Department of Public Health and Environment’s Medication Takeback Program has emerged as a vital part of a comprehensive strategy to curb the opioid crisis and protect youth from the risks of drug experimentation.
The Medication Takeback Program is just one of the many opioid prevention initiatives across Colorado that we support. They’re each important pieces of the state’s comprehensive strategy this life-and-death issue demands.
Understanding the Opioid Crisis 
Opioids, recklessly marketed by unscrupulous pharmaceutical manufacturers and distributors, have caused a wave of addiction and overdose deaths.
Often, the path to opioid addiction begins with curiosity and experimentation, including among the youth. In fact, our recent research for the Colorado Attorney General’s youth opioid prevention campaign showed that most kids who experiment with pills started by trying pills they found at home in their family’s medicine cabinets. The consequences can be devastating and long-lasting, making it essential to prevent such experimentation from happening in the first place.
The Power of Medication Takeback
CDPHE engaged SE2 to increase use of Medication Takeback boxes across the state.
We started with statewide polling to gauge awareness of the program. While few knew about it, those informed were eager to take part, especially if a collection site was within a 10-minute drive. We targeted households with teenagers using community data to find the most engaged areas.
Our research showed that messages about preventing teen medication misuse and environmental protection resonated more than previous campaigns focused on pet safety. We implemented a multifaceted media strategy, including billboards, bus ads, and social media, customized with nearby takeback locations. We also collaborated with ten diverse community partners to enhance awareness.
Outcome
This comprehensive, research-driven strategy drove significant engagement and participation in the Medication Takeback Program.
Our 10 community partners reached nearly a quarter-million Coloradans through social reach and event attendance.
More importantly, the client reported significant year-over-year collection increases during the life of the campaign. During the campaign period (Oct. 2023-June 2024) there was an average year-over-year increase in collections of 6.38%.
