Overdose Prevention
Client:
Oklahoma Department of Mental Health & Substance Abuse Services
Industry:
Marketing
Overview
Over the past few years, there has been a significant rise in accidental overdose deaths across the country and right here at home. In fact, according to the CDC, accidental overdose is now the leading cause of death for people in the U.S. under 50 years old. And the majority of those (around 70%) were driven by opioids, including the synthetic opioid, fentanyl. Here in Oklahoma, that translates to nearly 1,000 accidental overdose deaths related to opioids every year.
Live Site
https://okimready.org/
How We Helped
Our objective was to raise awareness of and access to overdose prevention resources. Our target audience was every Oklahoman age 18 – 65. From the beginning, we wanted to normalize conversations about naloxone and to also approach this as if it were a product launch. And that’s because we aren’t just promoting education about accidental overdose, we’re also providing access to these resources at no cost for Oklahomans.
Our messaging had to be powerful and straight-forward. “Naloxone Saves Lives” and “Expect Fentanyl & Test First” are the two key headlines we want to deliver with as much reach and frequency as possible. Visuals for the campaign are inspired by the packaging and pop-culture of 60’s mod, combined with 90’s streetwear advertising. A vibrant neon pink was selected so that our messaging would stand out and grab attention. Supporting elements and graphics are taken from the actual products, including the shape of the nasal spray device, the asterisk, triangles and lines.
There is much more to share, including media strategy, influencers and results. All coming soon.
