CLIENT
Truth Initiative
Robin Koval, Chief Executive Officer and President
Robert Falk, General Counsel
Eric Asche, Chief Marketing & Strategy Officer
Tricia Kenney, Chief Communications Officer
Elizabeth Hair, SVP, Schroeder Institute®
Donna Vallone, Chief Research Officer, Schroeder Institute®
Jessica Rath, Managing Director, Schroeder Institute®
Nicole Dorrler, SVP, Marketing & Media Investment
Mary Dominguez, Managing Director, Marketing
Sarah Shank, Managing Director, Communications
AGENCY
Greg White, Communications Strategy Director
Marc Pardy, Strategy Director
Nate Virnig, Creative Director
Marie Simoni, Brand Manager
Aryn Dimas , Sr. Experiential Producer
Garrett Jones, Creative Director
Carlin Wilson-Webb, Executive Producer
Danielle Gard, Brand Director
Bryan Smith, Head of Strategy
Peter Albores, Creative Director
Ketchum
Ad Council
ONDCP
SUMMARY
The opioid epidemic doesn't discriminate when claiming the lives of America’s youth. Yet young people still believed they were immune to addiction. We had to make young people realize that addiction could happen to them.
So we showed young people part of the epidemic they never truly see up close and personal: addiction. Treatment Box brought young people into a live, opioid detox of someone just like them. We changed young people’s perceptions of opioids and addiction, ultimately driving a 13% decrease in intention to misuse opioids recreationally.
