With the increasing misuse of opioids or prescription painkillers among 16-25 years old, Reckitt Benckiser Pharmaceuticals, Inc has partnered with MySpace to launch Addiction411 to help educate the public about dependence on opioids.

In the case of opioid dependence and addiction, many people’s reluctance to speak openly about their disease is a huge self-imposed barrier to finding treatment. The endorsement of the MySpace community of Addiction411 can help solve this problem and will serve as a model for future health-related information.

“Dependence on opioid painkillers and heroin is a major public health crisis, and the rise of MySpace as a leading online community makes it an ideal way to share important information about this hidden epidemic,” said Shaun Thaxter, president of Reckitt Benckiser Pharmaceuticals Inc.

Finally, the true value of social networking is realized with this clever approach made by Reckitt. However, it is enough to create a site and simply wait for people to stumble upon it. MySpace must make a strong effort to promote this to all community members to gain wider exposure. It would not hurt if a simple reward or games are added to appeal better to the younger generation.

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