The Drum Awards for Digital Advertising APAC 2022

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Agency: Meta
Date: May 2019
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As the leading social platform, Facebook is launching ‘Stop Opioid Silence’ – an opioid anti-stigma campaign in partnership with the Partnership for Drug-Free Kids+ Center on Addiction.

The campaign aims to encourage people to learn they're not alone and to feel empowered to share their stories with each other, a medical professional, or family and friend. ‘Stop Opioid Silence’ (SOS) features compelling stories of hope, loss and recovery, which Facebook hopes will inspire others to break their silence in the fight toward ending this epidemic.

SOS features 12 very different individuals who have been impacted by the opioid crisis, either personally or through a loved one. Each story details the person's experience – what led them to addiction, the struggles they faced, and how they recovered.

The stories will be shared organically on Facebook and Instagram, and through ads on the platforms, plus Messenger from The Partnership for Drug Free Kids + Center on Addiction.

Creative for the campaign is by Facebook's Creative Shop, and includes short-form ads that will run across Facebook, Instagram and Messenger. It was created in partnership with documentarian, Andrew Renzi, and will run for two months in the US-only. All ads will direct people to learn more at stopopioidsilence.org.

Credits

Facebook Creative Shop

Andrew Renzi