Centers for Disease Control and Prevention
Real stories of the opioid epidemic
Supporting the CDC in the fight against prescription opioid overdose
Challenge
With a staggering public health crisis unfolding, the Centers for Disease Control and Prevention (CDC) needed to deliver this life-saving message to those at-risk for an opioid use disorder: Prescription opioids can be addictive and dangerous.
RxAwareness: a targeted public awareness campaign across digital, radio, and video channels
How we did it
Explore CapabilitiesApproach
CDC entrusted our health communications team to develop, test and launch RxAwareness, a public education campaign targeting adults at risk for an opioid use disorder. The campaign showcases real stories of people whose lives have been negatively affected by prescription opioids. We launched the campaign in key communities across the country through digital, social, broadcast, and out-of-home channels.
Impact
This highly effective campaign reflects a research-based and audience-driven approach that is helping to change the public’s awareness and behaviors toward prescription opioids. Most who saw the campaign said they would seek alternatives to opioids, or avoid them altogether. Campaign research and evaluation suggests that personal stories and targeted media help sensitive health issues resonate with the public.
80
%
Of intended audience saw a campaign video
27
%
intend to avoid using prescription opioids because of exposure to the campaign
Dive Deeper
This team is changing the culture of pain, one discussion at a time
Learn more about the issues and strategies driving the campaign.Let's talk.
