Know the Truth: Rebekkah’s Story
Client: Truth Initiative
Many young people suffering from opioid addiction started with prescribed use. This signaled to us that preventing the spread of opioid addiction meant completely recalibrating the way our audience thinks about prescription opioids. Our research revealed that much of our audience held an acceptance of misuse (casual use, sharing prescriptions with friends) and even intent to misuse themselves (taking without a prescription). We needed to tackle these misperceptions head on and reveal the true dangers of prescription opioid use.
Adweek – An Opioid Addict’s Three-Day Detox Was Streamed to an NYC Video Display
Ad Age – A heroin addict spends five straights days detoxing on camera in Truth’s latest campaign
Fast Company – This woman’s three-day opioid detox was broadcast on a NYC street corner
The Drum – Woman puts her opioid withdrawal on public display to bring attention to addiction