EXPLOSIVE DIARRHEA IS JUST ONE OF THE RISKS

Perdue Pharma, the pharmaceutical company that manufactures OxyContin, has
launched a campaign warning teens against the abuse of all prescription
drugs. The "Painfully Obvious" promotion focuses on results of such abuse
that could cause embarrassing social situations, such as uncontrollable
vomiting or diarrhea.

Posters with messages such as "scalding hot bacon fat should not be used as
after-shave, and explosive diarrhea caused by prescription drug abuse ruins
pants" offer a comical, yet direct approach to educate teens about the side
effects they might experience from abuse.

Pamela Bennett, a pain management nurse and director of advocacy for Perdue
Pharma, visited Beckley Friday as part of a statewide networking effort to
make law enforcement, social service agencies, teachers and parents aware
of the widespread abuse of prescription drugs.

"We're not just talking about OxyContin, but all prescription drugs. Kids
can be taking heart medications, painkillers and just about anything else
they can get. A lot of times, they don't even know what they're taking,"
Bennett said.

OxyContin is a powerful prescription painkiller that has been dubbed
"Hillbilly Heroin" because of its burgeoning abuse as a narcotic in
Appalachia. Since 1998, OxyContin and oxycodone, the narcotic's active
ingredient, have been linked to more than 100 deaths nationwide.

As for the ribald nature of the posters and radio commercials that will air
on a local radio station through Dec. 30, they are intended to make the
whole idea of abuse distasteful to teens.

"They may not really be concerned about the damage they are doing to their
body or their brain, but kids do worry about social acceptability. The
materials are designed to show some of the disgusting side effects, such as
vomiting, diarrhea, ugly rashes and seizures that can occur," Bennett said.

Teens often mistakenly believe prescription drugs are safe, even when they
are prescribed for someone else.

"When a doctor writes a prescription for a drug, he takes the weight,
medical history and specific needs of that patient into consideration so
that drug can be used safely for the person for whom it's prescribed. But
it's not safe for someone else. A big football player may see some of his
grandma's pain medication and figure she's smaller than he is, so he takes
more of the drug than the prescribed amount. It's a dangerous thing to do,"
Bennett said.

Adults who share prescription drugs with others set a bad example, she said.

"You see it all the time - in the workplace, in the home. You should never
share a drug that was prescribed for you with anyone else. It's a bad
practice, and it's one you don't want teens to pick up," Bennett said.

This unique campaign has three distinct features, she said.

n To educate kids about the dangers of prescription drug abuse

n To inform them without teaching them how to do it. Previous efforts have
inadvertently had this effect for some organizations, according to the
research Perdue Pharma has done.

n To dispel notions there's not as much danger in abusing prescription
drugs as there is in using illegal drugs.

Information kits include bro-chures listing suggestions parents can use to
open dialogues with teens.

"We want parents to know the dangers, the symptoms of prescription drug
abuse and how to talk to their teens about it. We hope the commercials and
posters will get the kids talking about the dangers, and we hope they get
the message about how dangerous abuse can be," Bennett said.