Centers for Disease Control and Prevention
Real stories of Å·²©ÓéÀÖ opioid epidemic
Supporting Å·²©ÓéÀÖ CDC in Å·²©ÓéÀÖ fight against prescription opioid overdose
Challenge
With a staggering public health crisis unfolding, Å·²©ÓéÀÖ Centers for Disease Control and Prevention (CDC) needed to deliver this life-saving message to those at-risk for an opioid use disorder: Prescription opioids can be addictive and dangerous.
RxAwareness: a targeted public awareness campaign across digital, radio, and video channels
How we did it
Explore CapabilitiesApproach
CDC entrusted our health communications team to develop, test and launch , a public education campaign targeting adults at risk for an opioid use disorder. The campaign showcases real stories of people whose lives have been negatively affected by prescription opioids. We launched Å·²©ÓéÀÖ campaign in key communities across Å·²©ÓéÀÖ country through digital, social, broadcast, and out-of-home channels.
Impact
This highly effective campaign reflects a research-based and audience-driven approach that is helping to change Å·²©ÓéÀÖ public’s awareness and behaviors toward prescription opioids. Most who saw Å·²©ÓéÀÖ campaign . Campaign research and evaluation suggests that personal stories and targeted media help sensitive health issues resonate with Å·²©ÓéÀÖ public.
80
%
Of intended audience saw a campaign video
27
%
intend to avoid using prescription opioids because of exposure to Å·²©ÓéÀÖ campaign
Dive Deeper
This team is changing Å·²©ÓéÀÖ culture of pain, one discussion at a time
Learn more about Å·²©ÓéÀÖ issues and strategies driving Å·²©ÓéÀÖ campaign.Let's talk.
