Detroit-based creative agency Doner, in partnership with Ohio’s MetroHealth and the Cuyahoga County Opioid Marketing Task Force, announced Cleveland’s award-winning 'Know the Risks' campaign will be made available nationally through the distribution of a free toolkit. By sharing these resources, the aim is to help more businesses, healthcare providers, schools and local governments build awareness about the dangers of opioid use among their communities.
'Know the Risks' first drew national attention as a provocative PSA campaign launched by a task force of communications professionals from local hospitals, Cuyahoga County in Ohio, the US Attorney's Office and the Medical Examiner's Office, to further public opioid awareness by showing how seemingly safe prescriptions are at the root of a dangerous and growing epidemic. By focusing on prevention rather than treatment, the ads are designed to shift perceptions of pill bottles from “safe” to something of potential risk.
To learn more about the Toolkit, which includes the complete campaign from Doner, including customizable video PSAs, print ads shot by renowned photographer Dave Krovblit and digital advertising materials, people are encouraged to visit FreeOpioidToolKit.com.
Client: Cuyahoga County Opioid Marketing Task Force
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
Alison Taubman – EVP/Business & Strategy, Strategic Planning
Shelby Rauen – SVP/Strategic Planner
Larry DeAngelis – SVP/Brand Leader
Maddie Edminister – Account Executive