State launches campaign to end opioid addiction stigma

Colorado launched a nearly $1.8 million public awareness campaign Monday aimed at ending the stigma around opioid addiction, with the hopes of encouraging more people to seek treatment.

“We want people to know if they are ready to seek help, we’ve got their back,” said Reggie Bicha, who leads the Colorado Department of Human Services, as he stood before an installation recognizing the more than 42,000 people in the U.S. who died of opioid overdoses in 2016.

“Help is available, and you’re not alone,” he added.

The “Lift the Label” campaign will include print, television and digital advertisements designed to educate the public about opioid dependency through stories of addiction and recovery in Colorado. They will “provide a message of hope from people who used to feel hopeless,” according to a news release.

Robert Werthwein, who leads the Department of Human Service’s Office of Behavioral Health, said the hope is that the effort will complement work to increase treatment options for those suffering through addiction.

“It complements but doesn’t replace,” he said. “We need to continue to provide that service to those folks.”

State health officials say studies show fear of judgment can stop someone from getting the help they need and that people have significantly more negative attitudes toward those with a drug addiction vs. a mental illness.

In 2017, at least 357 people died of an overdose related to prescription opioids in Colorado, and state officials have been working to come up with solutions to stem the scourge. That includes several bills passed during the recently ended legislative session, such as efforts to address a shortage of health care professionals in certain areas and spend $2.5 million on prevention programs while streamlining coverage regulations for those seeking assistance.

Gov. John Hickenlooper lauded the initiative by his administration, as well as the legislation that passed this year.

“I’m not sure there is another state that has responded so aggressively,” the term-limited Democrat said of the nation’s opioid epidemic.