As those who are tasked with combating the opioid crisis turn to communication campaigns, it is important to better understand best strategies for designing effective campaign messages. As posited by the extended parallel process model, perceptions of threat and efficacy must be high in order for message recipients to adopt recommended actions. The purpose of this study was twofold: Identify what makes people feel threatened by the opioid crisis and identify what people perceive are efficacious solutions to the opioid crisis. In March of 2018, the Office of National Drug Control Policy launched a website soliciting Americans to share opioid addiction stories. These videos were transcribed by the researchers which served as data for this study. Six themes emerged representing perceived threats of the opioid crisis, including addiction, family struggles, overdose death, stigma, financial repercussions, and legal repercussions. Four themes emerged representing perceived efficacy, including social support, information seeking and sharing, programs and tools, and attention to children. The implications of this study are twofold. First, those who are designing campaigns to address the opioid crisis should include these recommendations in order to convince the public to act. Second, this study has theoretical implications for academics studying opioid messages.

当那些负责应对阿片类药物危机的人转向宣传运动时，更好地理解设计有效运动信息的最佳策略非常重要。正如扩展的并行过程模型所假定的那样，威胁和有效性的感知必须很高，以便消息接收者采用推荐的操作。这项研究的目的有两个：确定是什么让人们感到阿片类药物危机的威胁，并确定人们认为什么是阿片类药物危机的有效解决方案。2018 年 3 月，国家药物管制政策办公室推出了一个网站，征求美国人分享阿片类药物成瘾的故事。这些视频由研究人员转录，作为本研究的数据。出现了六个主题，代表了阿片类药物危机的感知威胁，包括成瘾、家庭斗争、过量死亡、耻辱、经济影响和法律影响。出现了四个代表感知效果的主题，包括社会支持、信息寻求和共享、计划和工具以及对儿童的关注。这项研究的意义是双重的。首先，那些正在设计解决阿片类药物危机的运动的人应该包括这些建议，以说服公众采取行动。其次，这项研究对研究阿片类药物信息的学者具有理论意义。那些正在设计解决类阿片危机的运动的人应该包括这些建议，以说服公众采取行动。其次，这项研究对研究阿片类药物信息的学者具有理论意义。那些正在设计解决类阿片危机的运动的人应该包括这些建议，以说服公众采取行动。其次，这项研究对研究阿片类药物信息的学者具有理论意义。