Strategist
Anuska Sarkar
One Show Social Brief - Opioid Crisis.
One Show Young Ones 2018 Submission
CHALLENGE
Opioid addiction in America has been increasing at alarming rates. In the last two years, the US life expectancy has gone down, primarily because of deaths related to Opioid misuse.
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STORY
The number of overdose deaths related to heroin abuse increased 533% between 2002 and 2016.
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About 11.5 million Americans age 12 and older misused prescription pain medication in 2016.
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Since 1999, the number of overdose deaths from pain medication has gone up by 300%.
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CONSUMER INSIGHT
Prescribed opioids are often overlooked as something to be afraid of.
50% of heroin users can trace their addiction back to prescribed pain medication.
Secondary research was done through the CDC website, drugabuse.gov, The New Yorker, NYTimes, and the Heroin Cape Cod documentary.
OBJECTIVE
Use popular horror movies to connect the fear associated with them to prescribed opioids.
CAMPAIGN IDEA
The worst horrors live off-screen.
CREATIVE EXECUTION
Print/ Out of Home Posters
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Placement: Replace actual movie posters at movie theaters, malls, bus-stops, train-stations etc.
Original movie:
Children of the Corn
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Original movie:
Texas Chainsaw Massacre​
Original movie:
Scream
Social campaign
on Instagram:
Role: Strategist and Copywriter
Co-credit: Li Yang, Huibao Hou (Art Directors)