Can the object of an addiction also turn into a way out? With creativity, yes – says Serviceplan Innovation.
Every six minutes, someone in the United States loses the battle against the opioid epidemic. Even today, there are more than 2.1 million people suffering from this.
That’s where the 855-How-To-Quit helpline comes in. The helpline uses opioid pill imprints as phone extensions, to connect those struggling with addiction to those who managed to quit.
The concept is out-of-the-box yet so impactful, have a look:
How does it work?
In the US, every pill comes with a unique imprint code, which works as an identifier. For example, OP for oxycodone, IP33 for codeine, or C for fentanyl, and so on.
This campaign turns these codes into phone extensions: OP is dialed as 67, IP33 as 4733, C as 2.
The idea is to connect those in need with people who have successfully overcome addiction, so they can combat feelings such as loneliness and isolation that often trigger use in the first place. A calculated and practical way of helping victims take the first step towards de-addiction.
How can these phone calls bring about a change?
The people on the other line have been there, and seen all the challenges themselves. They know the realities of addiction.
This helpline features 30 different people, offering 30 different stories and perspectives on how they can quit.
Each testimony was curated by trained specialists, to ensure that it includes important medical information. The helpline also provides information for each pill: it connects to 988 for emergencies, and to the SAMHSA National Helpline for concrete treatment options.
Where was the campaign amplified?
Outdoor ads created the most awareness with bold yet simplistic headlines.
However, they were not randomly placed. The ads were located and tailored to the most relevant environments: in Philadelphia for example, more ads featured fentanyl and oxycodone, while in Washington hydrocodone pills were more prominent.
In the next step, more OOH efforts are planned near pharmacies and other familiar environments to build recall and trust.
Going beyond billboards, the campaign will be amplified across print, TV, and digital, to reach a maximum number of people struggling with addiction.
An important initiative in the current scenario
Developed by Serviceplan Innovation together with their partners, 855-How-To-Quit is ensuring remarkable progress in making recovery accessible to all.
