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truth
Know the Truth About Prescription Opioids

RAN IN: United States

CLIENT
Truth Initiative

Robin Koval, President, CEO
Eric Asche, CMO
Nicole Dorrler, SVP Marketing & Media Investment
Jasmin Malone, Managing Director, Marketing
Dionisios Favatas, Managing Director, Marketing

AGENCY
HAYMAKER *Lead Agency

Robin Koval, President, CEO
Eric Asche, CMO
Nicole Dorrler, SVP Marketing & Media Investment
Jasmin Malone, Managing Director, Marketing
Dionisios Favatas, Managing Director, Marketing


ASSEMBLY

Matt Johnson, Chief Strategy Officer
Jay Kamath, Chief Creative Officer
Andrew Tucci, Executive Producer
Vicky Tran, Brand Manager
Kimberly Ong, Jr. Designer


Ketchum


The Ad Council


The Office of National Drug Control Policy


SUMMARY

As officials scramble for solutions to our nations devastating opioid crisis, The Truth Initiative decided to take action by leveraging it's 20 years of experience in drug-use prevention to help expose young Americans to the truth about opioids. Learning from the failures of past drug PSAs, truth re-wrote the rules by taking a sympathetic approach and featuring true stories and facts about opioid addiction. This campaign yielded millions of interactions and significant shifts in young peoples attitudes about opioid misuse.

CASE VIDEO


Audience: Teens (13-20)

Objectives: Increase awareness

Type: Business to Consumer

Language: English