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Key Takeaways

1. CONNECTING WITH TEENS IS HARD

Teen brains are hardwired to shift from dependence on caregivers to self-governance. When this is taken away, motivation can transform into resistance. How do we communicate about the risks of drug overdoses as the third leading cause of death in adolescents?

2.Overcoming Defensive Avoidance

The plain facts about fentanyl are terrifying; however, high levels of fear without a tangible solution can cause the brain's prefrontal cortex to shut down. This "defensive avoidance" leads teens to disengage or deny the risk entirely to protect themselves from overwhelming anxiety.

3. Emotional Tagging

However, the brain has an amazing capacity to tag a risk for future use. The amygdala is responsible for "Emotional Tagging," releasing neurochemicals (like norepinephrine) that act as a "High Priority" stamp. The Hippocampus tags the context—the "who, what, where, and when." 

4. Protection Motivation Theory

For a person to change their behavior based on a risk, they must go through: 1.) Threat Appraisal or "How serious is this, and am I at risk?" and 2.) Coping Appraisal: "Is the suggested action effective (response efficacy), and can I actually do it (self-efficacy)?"

5. The Fact-to-Act Framework

To move a teen from knowing a fact to actually changing their behavior, our communications must bridge the gap between abstract risk and daily reality. Rescue's new Fact-to-Act Framework makes prevention information feel social, unfiltered, and achievable.

6. Our New Content Creator Program

The Virginia Foundation for Healthy Youth (VFHY) worked with Rescue to develop a new Content Creator Program that prioritizes the people, messages, and native platforms that teens will pay attention to. It is designed to reduce the risks and increase the effectiveness of campaigns.

Case Study | DEadly Dose, VFHY

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