'GROSS' ADS AIM TO KEEP W.VA TEENS, OTHERS AWAY FROM DRUGS

Saturday November 10, 2001; 10:00 AM The manufacturer of OxyContin is
launching a radio advertising campaign Monday meant to discourage
prescription drug abuse among middle and high school age kids in four U.S.
markets, including West Virginia.

Radio stations in Cincinnati, Philadelphia and Palm Beach County, Fla.,
will also air two "gross-out" advertisements one of which begins, "Let's
talk about explosive diarrhea for a moment."

Pamela Bennett, the director of advocacy for Purdue Pharma, the Stamford,
Conn.- based manufacturer of OxyContin, said, "Kids connect with this. To
many adults it is like, 'Oh this is disgusting or gross,' but it reached
the kids."

OxyContin, a powerful time-released medication for chronic pain, is an
often- abused drug that has wreaked havoc on great swaths of Appalachia and
metro areas in the nation.

Purdue will spend $1 million on the "Painfully Obvious" advertising
campaign this year, Bennett said.

The campaign highlights the social alienation that can come from the side
effects of prescription drug abuse, such as uncontrollable shaking,
vomiting, splotchy skin and diarrhea.

Purdue Pharma has purchased airtime on the two radio stations that reach
the most youth in the markets they're focusing on, she said. Because of the
mountains in West Virginia, spots were purchased on two Charleston stations
and four other stations in the state, she said.

In addition to the radio spots, representatives from Purdue Pharma will be
meeting with law enforcement associations, community groups and prevention
groups to distribute information packets with information for kids,
teachers and adults about prescription drug abuse.

Mary Jane Kerwood, the coordinator of Safe and Drug-Free Schools for the
West Virginia Department of Education, said she will be meeting with Purdue
Pharma representatives next week.

Upon hearing the radio ads she said, "Wow. This is stuff you don't usually
talk about: diarrhea, projectile vomiting. It seems indelicate." The ads
would appeal more to middle school students than to high school students,
she said.

She also said, "I think it does get your attention because it does have
shock value, but whether it will make a difference in somebody's behavior
I'm not sure."

Kerwood said she does not know how much of a problem prescription drug
abuse is with school-age kids in the state. The department doesn't survey
for it, but she does know that some kids do get into their parents'
prescriptions.

The campaign does not mention OxyContin. But Bennett said every community
around the country has its own problems with prescription drug abuse.

"OxyContin abuse is a problem, but prescription drug abuse is a bigger
problem," she said. "I think our company is trying to take a leadership
role in doing our part in trying to combat the problem."

The spots will begin airing Monday on Charleston stations WRVZ 98.7 and
WRSR 102.7. Spots will also air on Huntington station WKEE, Logan station
WVOW, Welch station WELC and Mingo County station WXCC.