A new campaign from the US attorney office in Boston will help fight dangers of opioid addiction. Two Gloucester residents will help deliver the addiction prevention message through a series of videos that will run as commercials in the next few months. Ted Reed, who in the CEO of the Beverly-based video production company Ted Reed TV, entered into a contract earlier this year to produce the videos for the U.S. attorney’s office project dubbed “Resist the Risk.” Reed has worked hand in hand with members of the federal office and the Drug Enforcement to create scripts for their campaigns.
“The goal of this campaign is to remind people about the dangers of abusing, selling and sharing opioids, including prescription pain pills,” acting U.S. Attorney William Weinreb said in a prepared statement. “Misusing prescription drugs is risky and illegal. We must do more to deter people from misusing opioids, and we hope that increasing awareness will help people make better choices – to resist the risk.”
The campaigns made their debut late November and ran as ads on buses operated by the Massachusetts Bay Transportation Administration and two transit services in southeastern Massachusetts. The campaigns will extend to Reed’s videos, broadcast over social media sites and elsewhere by the end of the year, both he and federal law enforcement officials said.
“There is an awful lot or research and information and programming out there aimed at treating addicts and helping them get off opioids,” Reed said. “But they wanted us to be part of a campaign that would address preventing people from getting addicted in the first place.”
The campaigns sought to reach to different ethnic groups and various economic classes given today’s wide range of individuals from different families battling addiction.
“We didn’t want to do a blatant ‘this is your brain on drugs’ sort of message,” Reed said. “I think people are pretty immune to that right now. We thought it would be good to portray just who are today’s opioid users, and how we can portray the idea of resisting the risk today.”