Find Yourself On OAT campaign treats sufferers with dignity
| Client | OAT |
|
Challenge
The opioid crisis spans all demographics, and many are hesitant to pursue help.
The data showed that community members weren’t accessing public services that were currently available; partially out of shame and stigma.
Strategy
Create awareness and intrigue around a treatment option called OAT.
We created a series of ambiguous pharmacutical-styled ads that enticed people to learn more about a mystery treatment; and in the process, we humanized a highly stigmatized disorder.
Results
The Canadian Health Care Campaign of the Year; Bronze Award Winner.
The CPRS awarded the work a bronze, but our real joy came from the campaign's millions of impressions, a 73% video engagement rate, and most importantly, thousands of visits to the opioid support website.
Opioid Agonist Treatment (OAT) is a first line treatment for people with Opioid Use Disorder (OUD).
Stigma is the number one barrier to treatment; cited by those who use drugs alone.
Media planning was a huge challenge; Most digital platform policies wouldn't allow anything opioid-related to run.
Brad Marshall, Director of Digital Marketing Crew
