Sounds like something similar to our anti-tianeptine campaign in Russia with all that TV films like "Tragedy called Coaxil". Though I know there always have been a great public concern on pain-killers in USA, and controversy on replacement therapy in Europe.
The media seems to love a hysterical style of journalism.
1. First the media reports about OxyContin, which they label "Hillbilly Heroin" as being the ultimate way to get high.
2. Next day a pharmacy gets robbed at gun point by a junkie demanding OxyContin by name. Gee, where ever did he get such an idea? Might he have caught the evening news the day before? One can reasonably assume such pharmacy robberies were largely inspired by the media when they ask for only one specific drug -- one endlessly mentioned in the media -- all while totally ignoring all the other C-II drugs locked up right next to the Oxy.
3. The media then reports on pharmacy robberies the media helped inspire and continues the cycle, making sure ever junkie knows exactly what to demand when robbing a pharmacy. The junkies never ask for the MS-IR nor MSContin, as the media failed to tell them it's morphine.
4. Many chronic pain patients are switched to methadone, since it does pretty much the same job, but lacks the stigma of OxyContin.
5. Then the media goes on to tell us about a new "epidemic" of methadone abuse, even though it's the opioid junkies least desire as it's not going to get them high! All it's going to do is prevent withdrawal symptoms as they search for stuff they really want like heroin.