Canada is facing a national opioid crisis, with approximately 11 opioid-related deaths across the country every day in the past year. We worked with Health Canada to take a step toward ending the epidemic, creating a campaign to raise awareness of the risks of opioid use and stigma.
To help audiences relate to an issue they don’t realize could affect them, our campaign showed the impact of opioids on people who were close to people who used drugs: their family and friends. These simple stories also demonstrated how stigmatizing behaviour can create barriers to accessing help.
The campaign — which included TV spots and videos, dedicated webpages, paid and organic social media content, a podcast and harm reduction training programs — was featured everywhere, making the opioid crisis a household issue and introducing anti-stigma language to the Canadian vocabulary.