CDC Division of Overdose Prevention
As overdose deaths continue to climb each year, many of which are caused by opioids, Brunet-García worked with the Centers for Disease Control and Prevention to help promote this harm reduction strategy. Naloxone is a lifesaving medication that can reverse an overdose from opioids, including heroin, fentanyl, and prescription opioid medications. Our mission was to impart an important message - that by incorporating naloxone into their everyday routine, our audience could save a life.
The crux of our campaign was a fast-paced TV spot. The storyline, intentionally ambiguous to speak to both persons at risk of an Opioid overdose and their friends and loved ones, ended with a clear action step - Carrying naloxone is a lifesaving responsibility for people who use drugs and those around them.
In other mediums, the lifesaving news stood on it’s own. We shouted it from billboards, social media, and print with an intentionally simple and bold style that let the naloxone nasal spray be the centerpiece.
Campaign research demonstrated that our bright colors and handwritten font were memorable to both persons at risk for an overdose and those around them, allowing the message to be clearly seen and remembered.
