The Drum Awards for Marketing - Extended Deadline

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The opioid epidemic is a huge problem in the US, which is why creative agency Doner and Cuyahoga County, Ohio have teamed up for campaign that features a coffin-sized pill bottle and a message of prevention.

A PSA campaign shows how seemingly safe prescriptions are at the root of a growing epidemic. “Know the Risks” is an awareness campaign that shows the effects opioids have on families.

In the PSA video, close-up somber scenes of flower, photo and candle memorials of those lost to the epidemic are interspersed with the facts of opioids, including that they kill more than 30,000 people in the US every year. As it progresses, it states that “opioids kill more than pain” as the shot pans out to show a large pill bottle next to the memorials, with a coffin-like pillow and mattress inside. On the bottle is a warning label that states “It started with a prescription. It ended with an addiction.” It ends by referring people to an informational website where they can get the facts about opioids and steps to get help.

The effort is part of a larger year-long campaign created to flip the narrative of anti-drug campaigns.

Credits

Client: Cuyahoga County Opioid Marketing Task Force

Agency: Doner

Eric Weisberg – Global Chief Creative Officer

Randy Belcher – EVP/Executive Creative Director

Paul Forsyth – VP/Creative Director

Kevin Floyd – Creative Director

Cade Buckus – Art Director

Greg Kort – Producer

Todd Darling – Director of Photography

Dave Krovblit – Photographer

Shelby Rauen – SVP/Strategic Planner

Larry DeAngelis – SVP/Brand Leader

Maddie Edminister – Account Executive