title: 'It's more about the heroin': injection drug users' response to an overdose warning campaign in a Canadian setting.
abstract: OBJECTIVE
  To assess heroin injectors' perceptions of and responses to a warning issued by public health officials regarding high-potency heroin and increases in fatal overdoses.
  
  
  METHODS
  Semi-structured qualitative interviews.
  
  
  METHODS
  Vancouver, Canada.
  
  
  METHODS
  Eighteen active heroin injectors.
  
  
  METHODS
  Semi-structured interview guide focussing on heroin injectors' perceptions of and responses to the overdose warning, including reasons for failing to adhere to risk reduction recommendations.
  
  
  RESULTS
  Although nearly all participants were aware of the warning, their recollections of the message and the timing of its release were obscured by on-going social interactions within the drug scene focussed on heroin quality. Many injection drug users reported seeking the high potency heroin and nearly all reported no change in overdose risk behaviours. Responses to the warning were shaped by various social, economic and structural forces that interacted with individual behaviour and undermined efforts to promote behavioural change, including sales tactics employed by dealers, poverty, the high cost and shifting quality of available heroin, and risks associated with income-generating activities. Individual-level factors, including emotional suffering, withdrawal, entrenched injecting routines, perceived invincibility and the desire for intense intoxication also undermined risk reduction messages.
  
  
  CONCLUSIONS
  Among heroin injectors in British Columbia, a 2011 overdose warning campaign appeared to be of limited effectiveness and also produced unintended negative consequences that exacerbated overdose risk.
authors.affiliation: British Columbia Centre for Excellence in HIV/AIDS, Vancouver, BC, Canada. uhri-tk@cfenet.ubc.ca
authors.forename: Thomas
authors.initials: T
authors.lastname: Kerr
authors.forename: Will
authors.initials: W
authors.lastname: Small
authors.forename: Elaine
authors.initials: E
authors.lastname: Hyshka
authors.forename: Lisa
authors.initials: L
authors.lastname: Maher
authors.forename: Kate
authors.initials: K
authors.lastname: Shannon
mesh_terms: D000328:Adult; D001955:British Columbia; D062787:Drug Overdose / Q000517:prevention & control / Q000523:psychology*; D055030:Drug Users / Q000523:psychology*; D005260:Female; D003932:Heroin / Q000506:poisoning*; D006556:Heroin Dependence / Q000523:psychology*; D006801:Humans; D008297:Male; D008875:Middle Aged; D009294:Narcotics / Q000506:poisoning*; D015980:Public Health Practice; D036301:Qualitative Research; D012307:Risk Factors; D015819:Substance Abuse, Intravenous / Q000523:psychology*
chemical_list: D009294:Narcotics; D003932:Heroin
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