A Simple but Powerful Prescription to Save Lives

Thousands of talented people and dozens of organizations are working to address the addiction crisis in America.

Mountains of data are being collected, policies are being developed and analyzed, and ongoing deliberations among decision-makers regarding how to best address the tragic loss of life from opioid and fentanyl overdoses are taking place across the country.

Ironically, there may well be so many voices, opinions, and proposals on the table that a national strategic focus has become buried under a wealth of subject matter expertise and a natural tendency to try and do it all at once.

We believe this is a moment to take a step back, look at the crisis with fresh eyes, and rediscover the obvious: too many people are dying every day, leaving devastated families and loved ones to suffer immeasurable grief.

We have a simple suggestion that could save thousands of lives over the next 12-18 months.

An idea that will bring an overriding single-mindedness of purpose to everyone engaged in this crisis, yet still provide flexibility and resources for a variety of initiatives that treat addiction.

Although recent data indicates some modest downturn in our nation’s opioid overdose death rate, the numbers still point to the glaring truth that every day of the week approximately 300 people die from an overdose.

Public health experts, as well as common sense, attribute the decline to more widespread availability and use of overdose reversal medications.

One illustrative case study comes from Lucas County in Ohio. They launched an aggressive initiative from 2020 to 2022 to flood the area with Narcan, accompanied by a robust media campaign. While the death rate nationally and in Ohio statewide was increasing at an alarming rate, Lucas County experienced a 20% decrease in deaths.

As legal settlement funding has begun to flow to state and local opioid abatement councils, money is being awarded to grant applications that address a broad array of programs designed to address the treatment of addiction.

Hundreds of grant applications pile up for consideration, representing a long list of strategies and programs designed to mitigate the damage caused by the callous and greedy conduct of opioid manufacturers, distributors, and promoters.

As we look across the country, what we see evolving generally is a slow-to-move and strategically unfocused allocation of resources.

Rather than first committing to a measurable strategic short-term goal, the process tends to the natural outcome of spreading resources across the board. While this may seem equitable, it’s not targeted toward solutions that work.

For sure, the road to a more effective continuum of care is long and complicated. But that needs to be acknowledged and addressed by setting priorities and making the tough decision that some elements of a comprehensive solution are more urgent today than others.

We fear that in trying to address everything at once, the result will be many things done adequately but few things done exceptionally—or effectively.

Reach!! United believes the job begins with saving lives.

We are planting a flag all state and local opioid abatement councils can fly—with an urgent national strategy to first and foremost save lives.

Specifically, we are calling on all opioid abatement councils to direct a minimum of 25% of all dollars to life-saving initiatives and maintain that commitment until the death rate in their area has declined by 25%. So even if a council has already dedicated this recommended share of resources, it can agree to maintain that level of commitment, as well as adopt some new program features.

We respectfully suggest that councils consider the following in their consideration of how to best meet this urgent call to action to save lives.

First, it is not enough to simply purchase more overdose reversal medications and distribute them through traditional channels. These meds need to be available for free in existing high-traffic public venues—places like convenience stores, vape shops, hospital emergency rooms, bars and restaurants, and Uber and Lyft cars.

Secondly, advertising campaigns using celebrity sponsors to promote the initiatives are critical. While a growing number of people have lost a loved one to overdose, too many are still not equipped to save a life with the simple use of a nasal spray. Public education featuring trusted voices will break down the stigma of overdose and get more meds in more hands.

Lastly, a high percentage of overdose victims die from using after seeking help but not being able to access treatment. There is an urgent need for temporary same-day access to respite sites where those suffering from addiction can be stabilized in a safe environment until longer-term care becomes available.

A commitment to this call to action does not preclude local flexibility of program design and execution. Each state and county has its own assets and targeted areas of greatest need.

No one-size-fits-all program will be effective nationally, but rallying around a commitment to make spending opioid abatement dollars on saving lives our collective number one priority will lead to meaningful progress.

Let’s not forget how and why billions of dollars are being made available to councils across the country.

These settlements are to compensate the families who lost a loved one to opioid overdose.

As we have traveled the country and talked to hundreds upon hundreds of family members, their overwhelming and heartfelt message has been: “We just want to do what we can to make sure no one else has to go through what we’ve had to endure.”

We owe it to them to first and foremost save lives. And our call to action is a simple, workable idea that will do just that.

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Jim Murphy, Chairman of Reach!! United, is a longtime national campaign strategist and corporate public affairs executive.

George Massengill, President of Reach!! United, has over 35 years of experience in treating addiction as CEO of several treatment centers, investor, therapist, and business consultant.