Black River Medical Center's campaign to fight opioid epidemic honored

Zack Parr tried heroin for the first time at the age of 16, in the parking lot of a local school, with a friend who is now dead.

By the age of 22, he had overdosed six times, twice in his father’s home.

While Parr survived, many have not. Butler County saw 19 opioid deaths in 2018, according to Coroner Andy Moore, an increase of 36% from the previous year.

Members of Black River Medical Center receive Show-Me Excellence awards in June for their campaign “Intention into Action: Ending an Epidemic.” Photo provided

Parr’s story, along with information from law enforcement, is included in a campaign from Black River Medical Center that looks more closely at the opioid problem and recovery resources.

“Intention into Action: Ending an Epidemic,” was recently honored at the state level for its efforts to educate and inform the community.

It won first place for “Best PR/Marketing Project for a Small/Rural Hospital,” and was also recognized as the “Best of Show” at the Show-Me Excellence Awards, presented annually by the Missouri Association for Healthcare Public Relations and Marketing (MAHPRM).

“While the opioid epidemic has been put in the spotlight on a national level, we saw a glaring need to shine a light on how it affects us on a local level,” explained Christy Shawan, chief executive officer of BRMC. “In the early stages of the campaign, we were very lucky to find and partner with people who were also passionate about helping Butler County fight addiction.

“I’m not sure if there’s a better reason to come together as a community than providing hope to those wrestling with addiction and their friends and families.”

The awards recognize high achievement and superb quality in advertising, marketing and public relations projects produced by hospitals and health care systems throughout the state, according to a press release. The campaign consisted of multiple videos featuring members of the Butler County community, billboards sharing the shocking statistics of drug abuse, print advertising and a comprehensive website including a myriad of recovery programs in the area.

“The more people that we interviewed, the more stories that we heard, the numbers that we found; all of that helped us realize that this epidemic isn’t just a political talking-point,” said Matt Bedell, BRMC director of marketing. “It is our problem that is hurting and killing our people.

“We know that this isn’t something we can fight on our own, and having so many different people and organizations rally behind the cause hopefully made an impact on lives in our community.”

Parr graduated from John 3:16 Ministries in October 2018 and went on to serve as an instructor for the program.

“I didn’t think that there was help for me. I kind of thought it was just who I was,” Parr says of the period before he became aware of John 3:16, and the change that came later. “I just wanted something different for the first time. I think that was the first time in my life that I wanted change more than I wanted to get high.”

His family has gone from an intervention that involved planning Parr’s funeral, to the belief that his journey had purpose, to help others.

Telling families that a loved one has died is one of the hardest jobs, Moore shares in the campaign.

“This is usually the end result of years and years of narcotic abuse and the family has done everything they can and at this point, they feel like they’ve failed,” Moore said. “Even though they haven’t failed, they feel like they have.”

Butler County Sheriff Mark Dobbs and Poplar Bluff Police Chief Danny Whiteley also speak in the campaign about the increase in crime the area has experienced as opioid addiction has surged in the last 10 years.

Sheriff’s deputies have gone from making about 150 reports per year to about 350 reports per year, over a 15-year period.

“It’s hard to find a crime which there’s not a connection to drugs, to the opioid crisis and the meth crisis and things like that,” said Dobbs.

With the help and partnership of the Saint Francis Healthcare System, staff members of Black River Medical Center, John 3:16 Ministries, multiple Butler County officials, and production from Smart Marketing, the “Intention Into Action” campaign doubled website traffic during the duration of the campaign, and generated over 77,000 video views and nearly 400,000 social media impressions.

While the reach and recognition is something to be celebrated, Black River Medical Center is happy to have played a part in bringing the dangers of the opioid epidemic into discussion in the community, as well as providing hope and ways to recovery for those battling with addiction, according to hospital officials.

“We felt like the story we were telling would resonate with people, but not quite to the extent that it did,” said Bedell. “We are thankful to have the campaign recognized as one of the best in Missouri by the MAHPRM, but we are more thankful for the messages we have received from those that were inspired to seek help for their addiction and took first steps to recovery.

“We always said that if we could change one life, the campaign would be worth all the time, energy and money spent.”

The awards were presented at the MAHPRM Summer Forum in June. A statewide panel of public relations and marketing professionals judged the 147 entries in this year’s competition.

To see more of the “Intention Into Action” campaign, visit https://blackrivermedical.com/opioids .