Alpha Chi Research Spotlight
All around the country, Alpha Chi members are producing extraordinary scholarship across disciplines. We’ll be spotlighting some of their most compelling research projects in the coming months. Let their work be your inspiration.
Name: Jung Kim
Institution: Long Island University Brooklyn
Class Year: Class of 2018
Q: What is the title of your project?
A: “Opioid Epidemic: Should We Care?”
Q: What was your research question?
A: First, how can we—through a PR and advertising campaign—make people care about the growing opioid epidemic? Secondly, how can we drive the growth of Narcan Nasal Spray (the first FDA-approved nasal spray version of naloxone hydrochloride, a life-saving medication that can temporarily stop or reverse the effects of an opioid or heroin overdose)? As a summer intern at Foote, Cone & Belding (FCB) Health, an advertising agency specializing in healthcare, my team and I studied the research and developed a creative marketing strategy.
Q: What did you learn?
A: I learned mind-boggling facts about the opioid epidemic. For example, 12.5 million people over the age of 12 have misused painkillers in the past year (sources: CDC and DHHS). To tie everything together, my team and I came up with our “spark”: the crisis is closer than you think. And because the crisis is closer than you think, you should carry Narcan Nasal Spray—which can literally save a life. This served as the core of our campaign.
Q: Why does it matter?
A: Our end goal was to create a paradigm shift in the way society views opioid abuse through our advertising campaign. There is an unspoken stigma associated with opioid overdose, a tendency to blame the victim and ignore the problem. In truth, the epidemic reaches every age, race, gender, demographic and socio-economic segment. It is an equal opportunity crisis. It matters because anyone can be at risk of developing an opioid addiction. It matters because it can be your mother, father, friend, etc., who may be affected by opioid addiction.
Q: What’s next?
A: I hope to see our creative Snapchat concept become a reality. The app works in conjunction with the Bitmoji feature that is available on Snapchat. An individual can snap a QR code in locations where people have overdosed on opioids but have been saved by Narcan Nasal Spray. It also clarifies the myths and realities of Narcan Nasal Spray. For instance, a myth would be that a prescription would be needed to obtain Narcan Nasal Spray. But in reality, there are many states that don’t require an individualized prescription. And furthermore, there would be a “click here” button where you can access the list of states that do not require one. I believe it will further inform society about opioids and change the way we view opioid addiction. Looking ahead, I aspire to become a medical doctor one day. But before I matriculate at a medical school, I am taking a gap year to further gain experience at a clinic or hospital.