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The Ad Council and Truth Initiative: The Truth About Opioids: The Treatment Box by 72andSunny

Agency: 72andSunny
Date: Oct 2018
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A campaign from Truth Initiative, the Ad Council and the US Office of National Drug Control Policy is capturing the real-life struggles of opioid addiction.

'The Truth About Opioids' campaign focuses on preventing and reducing misuse of opioids among youth and young adults, and hopes to destigmatize addiction by showing how it can happen to anyone.

'The Treatment Box,' an outdoor multimedia installation produced in partnership with 72andSunny, captured the three-day struggle of a 26-year-old's addiction, withdrawal and treatment. The installation was placed in New York City to capture the emotional reactions of passersby.

The accompanying media strategy for the campaign targets youth and young adults across multiple media commitments, including NBCUniversal, Vice, Viacom, Soundcloud, Spotify, Facebook, Google and YouTube, Vevo, Snapchat and Chegg.

Credits

Agency: 72andSunny

  • Creative Director/Designer: Garrett Jones
  • Creative Director/Writer: Nate Virnig / Peter Albores
  • Designer: Garrett Combes
  • Writer: Chase Hilton
  • Strategy Director: Marc Pardy
  • Connections Strategy Director: Greg White
  • Brand Director: Danielle Gard
  • Brand Manager: Marie Simoni
  • Partnerships and Legal Director: Amy Jacobsen / Jana Nauman
  • Partnerships and Legal Manager: Hector Olguin
  • Executive Film Producer: Carlin Wilson-Webb / Jim Haight
  • Film Producer: Annie Dietz

Client: The Ad Council

Client: Truth Initiative

Production Company: Missing Pieces

Casting Director: Dina Buglione

Editorial: White House

Postproduction: Carbon

Post Producer: Jordan Stricklin

Editor: James Dierx

Sound Design: Michael Anastasi

Music House: Butter

Music Producer: Annick Mayer

Music Composer: Vlad Berkhemer

Music House: Butter

Executive Producer: Annick Mayer

Producer: Stone Irr