Campaign Purpose: To reduce stigma and increase access to opioid support, treatment, and overdose prevention for Spanish-speaking communities in Salt Lake County.

• Target Audience:

  • Primary: Spanish speakers currently using opioids, facing addiction, or at risk of overdose.

  • Secondary: Families, caregivers, and the general community (to normalize the conversation).

• Barriers to Address: Fear of judgment, confidentiality concerns, misinformation about treatment, and difficulty navigating the system (language/cost).

• Guiding Principles: Use a "Person First" approach (dignity/respect), keep language simple and practical, and avoid moralizing (addiction is not a lack of willpower).

• Key Messages:

  • Addiction is a treatable medical condition.

  • Asking for help is a sign of strength.

  • Naloxone is safe and saves lives.

  • Families deserve support tools.

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• The "Know Your Options" Framework (5 Steps):

  1. Understand Risks: Dependence is possible; users deserve support, not judgment.

  2. Recognize Overdose: Look for unresponsiveness, blue/gray lips, slow breathing, and pinpoint pupils.

  3. Act: Call 911, administer Naloxone, and stay with the person.

  4. Harm Reduction: Use syringe exchanges, fentanyl test strips, and testing to reduce risks while moving toward recovery.

  5. Treatment: Access counseling and Medication for Opioid Use Disorder (MOUD).

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• Language Guide: Use terms like "person with opioid use disorder" or "person in recovery." Avoid stigmatizing words like "addict," "junkie," or "clean/dirty."

• Cultural Considerations: Emphasize confidentiality, validate family involvement as a strength, and explicitly offer services in Spanish.

• Key Resources: 911 (Medical Emergency), 988 (Crisis/Mental Health), Salt Lake County Behavioral Health Services, and Salt Lake Harm Reduction Project.