Take home naloxone (THN) programmes are effective at reducing opioid related mortality, but require high levels of distribution, including to the general public. Mass media campaigns can be effective in improving public understanding of a topic and encouraging behavior change. Whilst mass media campaigns focusing on naloxone have been developed internationally, there is a lack of research on their potential impact. We investigated the effects of components of a recent national mass media campaign (Scotland, UK) designed to improve public awareness of drug related deaths, and readiness to intervene.

Highlights:
• A media campaign aimed to increase public awareness of drug deaths and naloxone.
• There was relatively high levels of campaign recall and recognition by the public.
• Exposure to campaign materials was associated with higher levels of overdose knowledge.
• Exposure was not associated with overdose response knowledge or readiness to intervene.