Centers for Disease Control & Prevention
CAMPAIGNS TO STOP OVERDOSEIntegrated Multimedia Campaign
Drugs take over 250 lives every day in the United States, a number that has only continued to rise. The overdose epidemic’s ever-expanding reach and scale required a holistic response to save lives. As part of our work with CDC's Division of Overdose Prevention, we developed a campaign series to affect change in the areas of harm reduction, substance use, and stigma around treatment and recovery.
The Campaigns to Stop Overdose were designed to meet people where they are through modern cinematography, creative storytelling and an audience-first approach.
Case Study Film
Fentanyl: A hidden danger.
We brought the hidden danger of fentanyl to life with a metaphorical journey into a world of danger. The unpredictable motion of the camera kept our audience off-balance throughout the video, paralleling their lack of control over the ingredients in their drugs.
Empowering the bystander.
Naloxone is a lifesaving medicine that can reverse an opioid overdose. The video focused on a moment familiar to any person, rushing to get ready and leave the house. This intentionally mainstream approach normalized the idea of carrying naloxone for both those who are at risk of an overdose and those who may need to respond quickly if an overdose occurs.
The path to recovery.
Addiction can happen to anyone. By infusing humanity into messaging without perpetuating stereotypes, we told a story that demonstrated the overlooked truth that the path to recovery is as unique as the person who walks it.
Risks of the mix.
Mixing drugs, referred to as polysubstance use, accounts for a higher proportion of overdose deaths than any single substance. This spot addresses polysubstance drug use at an elemental level, using smoke and liquid to represent the interplay of substances. As the two elements intertwine and interact, the message is clear. Legal or not, there is no safe way to combine substances.
ECD: Eduardo Sarmiento
CD: Aerien Mull
ACD: Colin Barnes
SAD: Bronie Brunet
SAD: Melissa Pierce
AD: Dani Simmons
CW: Jack Twachtman
