Action-focused, plain language communication for overdose prevention: A qualitative analysis of Rhode Island's overdose surveillance and information dashboard.

Background: In 2015, the state of Rhode Island reported the fifth highest drug overdose mortality rate in the United States. In response to this crisis, Rhode Island created a statewide, publicly accessible drug surveillance and information system, www.PreventOverdoseRI.org (PORI). Alongside near real-time overdose surveillance data, PORI provides plain language materials and resources regarding overdose prevention, recognition and response. We sought to determine how people who use drugs (PWUD) perceive and utilize overdose prevention material, and to evaluate PORI's action-based, plain language content.

Methods: We conducted 21 semi-structured qualitative interviews with PWUD from February-June 2017 in the state of Rhode Island. Data were audio-recorded, transcribed, coded in NVivo (Version 11), and key themes were developed.

Results: Participants viewed online health promotion and harm reduction materials as a useful approach for overdose prevention. Information displayed as accessible, action-driven statements was seen as most desirable for learning and dissemination. After viewing overdose prevention material, participants reported feeling better prepared for responding to an accidental overdose and motivated to share the infographics and website to other people either at risk for or likely to witness an overdose.

Conclusion: Action-focused, plain language approaches for overdose prevention materials can be of particular use for public health campaigns addressing opioid overdose crises. Overdose prevention health campaigns should incorporate evidence-based testing to ensure that outreach material is grounded in plain language techniques.