Starting Monday, Northern Kentucky and Cincinnati radio listeners will hear commercials featuring “teen-targeted” language about bodily functions.

        The ads, created by North Castle Partners advertising agency in Stamford, Conn., will run on WKFS-FM and WIZF-FM through Dec. 9. They use phrases such as “blow chunks,” “making pavement pizza” and “explosive diarrhea” to get teens to focus on the embarrassing side effects of abusing prescription drugs.

        The goal is to use teens' social self-consciousness as a tool to divert them from prescription drug abuse.

        Sponsored by Purdue Pharma LLP, makers of OxyContin, a prescription drug that has been highly abused, the pilot ads will air in four U.S. test markets.

        The test markets — Palm Beach County, Philadelphia, Charleston, W.Va., and Greater Cincinnati — were chosen because of the cities' rising incidence of OxyContin abuse. If successful, the commercials, part of the “Painfully Obvious” campaign, may be used nationwide.

        “I think that the spot is somewhat disgusting, to say the least, but that's by design,” Dave Smith, programming director for WIZF-FM said.

        “The first time I heard it, I was in tears laughing, laughing because it couldn't be real.”

        Mr. Smith, who put out a station mandate that the commercials could not air during lunch or dinner hours, said that audience reaction would determine if the ads would stay.

        OxyContin is a prescription opioid drug given to patients with chronic pain. Pills have a time-release property, and according to Purdue Pharma, the drug has an abuse liability similar to morphine. When abusers crush the drug to snort or inject it, they disarm the time-release property, releasing potentially lethal amounts of the drug into their system.

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