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Prescribed to Death / National Safety Council

Submitted By Alejandro Juli

Description

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)

Objective

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.

Technical Challenge

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

https://www.youtube.com/wat...

Client

National Safety Council

Agency

EnergyBBDO

Media

Outdoor

Market

Health and Pharmaceutical Products

Credits

Creative Director

Michael Shirley
Alejandro Juli
Cinzia Crociani
Meg Farquar
Andres Ordonez

Writer

Brynna Aylward

Art Director

Dane Canada

Views

102

 

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