ADC Awards
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Category
Digital Craft / Art Direction
Annual ID
ADC104_INT033M
Background
After three decades, the Opioid Epidemic in the United States is worse than ever before: More than 6.1 million people suffer from opioid use disorder. Every 6 minutes, someone dies from an overdose.
However, because some people rely on them for valid medical reasons, opioids will remain widely accessible. Also, every pill in the US comes with a mandatory unique imprint code, such as OP for oxycodone, IP33 for codeine, or C for fentanyl. These codes are often used as “street names” for the actual opioids.
For healthcare consultancy Anzen Health, founder of the 855-HOW-TO-QUIT-(OPIOIDS) initiative, this goes beyond a CSR measure, as the campaign in the end also directs public attention and potential clients to rehabilitation facilities, many of which are part of Anzen Health’s client portfolio.
However, because some people rely on them for valid medical reasons, opioids will remain widely accessible. Also, every pill in the US comes with a mandatory unique imprint code, such as OP for oxycodone, IP33 for codeine, or C for fentanyl. These codes are often used as “street names” for the actual opioids.
For healthcare consultancy Anzen Health, founder of the 855-HOW-TO-QUIT-(OPIOIDS) initiative, this goes beyond a CSR measure, as the campaign in the end also directs public attention and potential clients to rehabilitation facilities, many of which are part of Anzen Health’s client portfolio.
Creative Idea
855-HOW-TO-QUIT. A helpline that reaches people suffering from addiction in the most critical moment – when they have a pill in their hand. It turns the object of addiction into a way out, by using the mandatory imprint codes on opioid pills into phone extensions: codeine (IP33) is dialed as 4733, oxycodone (K9) as 59. The caller then hears the story of someone who managed to quit that very pill – live whenever the survivors’ availability allows, pre-recorded for 24/7 service. Always followed by live advice from experts and concrete treatment options in the caller’s area.
Insights & Strategy
Insight: In the US every pill comes with a mandatory unique imprint code, such as OP for oxycodone, IP33 for codeine, or C for fentanyl. These codes are often used as “street names” for the actual opioids.
Creative Strategy: Use imprint codes as phone extensions for a recovery helpline. Turning the object of addiction into a way out, to reach people in the most critical moment: when they have a pill in their hand.
Data gathering: In collaboration with NGOs and clinics, local prescription data was used to customize all communication to feature the most frequently used pill in that area.
Target audience: 6.1 million people with opioid addiction in the US.
Planning/Approach: OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots for people struggling with addiction. An emotional film brought the campaign to TV. On social media, influencers known to have quit opioids promoted the helpline to their millions of followers.
Creative Strategy: Use imprint codes as phone extensions for a recovery helpline. Turning the object of addiction into a way out, to reach people in the most critical moment: when they have a pill in their hand.
Data gathering: In collaboration with NGOs and clinics, local prescription data was used to customize all communication to feature the most frequently used pill in that area.
Target audience: 6.1 million people with opioid addiction in the US.
Planning/Approach: OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots for people struggling with addiction. An emotional film brought the campaign to TV. On social media, influencers known to have quit opioids promoted the helpline to their millions of followers.
Execution
After months of exploring, the decision was made that the pill and the number needed to be front and center. The 30 most common opioid pills were 3D rendered hyper-realistic for easy application in any media, and the background color perfectly complements the color of the pill. A custom typeface with ligature was designed, with a stark vertical contrast and geometrical style, inspired by pharma design. The combination of these provides high legibility and the number acts as a call-to-action. A simple message that stays in people’s minds, whilst differentiating from all other pharma and clinic communications that rarely focus on the pills themselves.
OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots. Ads featured different pills based on regional prescription data. An emotional film brought the campaign to TV. On social media, influencers known to have quit opioids promoted and even joined the helpline by sharing their personal story. A website offered all stories, more information, and multiple resources.
In terms of messaging, the helpline also acts as a call to action to make the messaging most direct.
OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots. Ads featured different pills based on regional prescription data. An emotional film brought the campaign to TV. On social media, influencers known to have quit opioids promoted and even joined the helpline by sharing their personal story. A website offered all stories, more information, and multiple resources.
In terms of messaging, the helpline also acts as a call to action to make the messaging most direct.
Results
The campaign reached 182M people through OOH, film, and PR. Over 42,000 incoming calls with an average call duration of 4:07 minutes.
More than 8,600 treatment referrals were placed. 237 people contacted us to share their own stories of recovery.
We not only promoted the helpline, but all the partners involved in the initiative, with NGOs attending radio shows and broadcasts, and Anzen Health being mentioned by main media outlets for their efforts. Several healthcare companies, NGOs and other institutions have joined the coalition since the project’s launch. Additionally, the project has received $2,3M in public funding.
More than 8,600 treatment referrals were placed. 237 people contacted us to share their own stories of recovery.
We not only promoted the helpline, but all the partners involved in the initiative, with NGOs attending radio shows and broadcasts, and Anzen Health being mentioned by main media outlets for their efforts. Several healthcare companies, NGOs and other institutions have joined the coalition since the project’s launch. Additionally, the project has received $2,3M in public funding.
2025 Awards
Total Points: 3
Merit Honor
Credits
Agency
SERVICEPLAN GERMANY / Munich
Design Firm
Raw Materials / Austin
Media Agency
MEDIAPLUS GROUP / Munich
Mediaplus North America
PR / Marketing Agency
Tulom
Production Company
JOJX / Venice
Music / Sound Production Company
DaHouse Audio / Berlin
Post Production Company
JAMM / Venice
Chief Creative Officer
Pablo Marques
Maximilian Florian Schöngen
Composer
Leo Agthe
Creative Director
Dennis Fritz
Wojciech Zalot
Director
Oliver Würffell
Director of Photography
Ian Rigby
Executive Creative Director
Franz Röppischer
Lorenz Langgartner
Global Chief Creative Officer
Alexander Schill
Motion Designer
Margarita Nikolajeva
Michal Kusmierz
Music Supervisor
Wonder Betin
Photographer
Ewelina Bialoszewska
Jeffrey Stockbridge
Tom Kubik
Producer
Kevin Riedl
Simon Mairhofer
Type Designer
Michael Clasen
Executive Producer
Carol Masseti
Cassiano Derenji
Jackson Morton
Joe Care
Pedro Aragão De Oliveira
Lead Creative Technologist
Richard Mattka
1st AC
Josh Borgoni
1st AD
Christopher Berger
3D Artist
Roman Tikhonov
Asst. Production Supervisor
Daphne Gomez
Asst. Production Supervisor SF
Maddy Graves Graves
Casting Associate
Wade Hendrickson
Casting Director
Gabrielle Schary
CEO
John Roescher
Michel May
Tamara Alesi
COO
Jennifer Allen
Creative Operations Manager
Susan Horn
Creative Production Intern
Sahra Zobair
Developer
Oliver Thellmann
Founder
Jane Austin
Gaffer
Michael Cruz
Global Head of Creative Operations
Sabine Gwinner
Junior Creative Operations Manager
Alexandra Grimm
Key Grip
Evan Davies
Line Producer
Leanne Amos
Location Manager
Christian Powell
Location Scout
David Weber
Music director
Lucas Mayer
Music Producer
Rodrigo Lemos
Office Coordinator
Karsyn Joy Reynoso
Post-production
János Kiss
PR
Karan Novas
Production Assistant
Andrew Dirk
Seanna Lanagan
Production Designer
Michael Westerman
Production Manager
Mary Katherine Wise
Production Supervisor
Elisabeth Compton
Senior Creative Operations Manager
Martina Ahrens
Senior International Corporate Communications Manager
Mariia Astraukh
Senior Program Manager
Joanna Kinscherff
Sound
Jim Castroo
SVP
Melissa Vigue
US Chief Client Officer
Enza Chiodi
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