Prescribed to Death / National Safety Council
Submitted By Alejandro Juli
THE CRISIS WITHIN THE OPIOID CRISIS
It starts with highly addictive, and commonly prescribed, opioid medication. But 84% of those who consume them don’t think they can become addicted.
So, addicts become demonized, and those who are in real danger of becoming addicted don’t take proper care, because they don’t relate to them.
SPARKING A CONVERSATION
NSC turned data into faces, in a powerful installation featuring 22,000 pills, each engraved with the face of someone who died last year from a prescription opioid overdose. Their stories were told in a dedicated website.
A new pill was added every 24 minutes, to dramatize how often a person dies of a prescription opioid overdose.
SPARKING ACTION / WARN ME LABELS
1 out of 3 prescription opioid users don’t even know their medication includes an opioid.
NSC is giving out insurance card stickers to prompt conversation with medical professionals.
(let’s use the version that shows the actual label)
NSC needed a campaign that would support their mission and help save lives, while building NSC’s brand recognition. We conducted a national survey and discovered that the country’s second biggest everyday killer, prescription opioids, lurked in 3 out of 5 homes and killed over 22,000 Americans each year. Prescription opioids were ravaging the country, but they weren’t getting any attention compared to their illegal street counterparts. We needed to spark a national conversation about this threat and get consumers to protect themselves from risk of overdosing.
A powerful installation turned data into faces, featuring 22,000 pills, each engraved with the face of someone who died last year from a prescription opioid overdose. Their stories were told within the installation and on a dedicated website. A new pill was added to the memorial every 24 minutes, to dramatize how often a person dies of a prescription opioid overdose.
Local out of home, digital and social media drove memorial attendance while national media spread the word through news coverage, radio interviews, op-eds, and original video content online. Influencers joined in, sharing the message on social, in blogs, and news opinion pieces.
After creating Warn Me Labels—free insurance card stickers to prompt conversation with medical professionals—NSC spread the word by sending the labels to small businesses, large corporations and doctors nationwide.
Prescribed to Death
National Safety Council
Health and Pharmaceutical Products