The Many Faces of Opioid Misuse
Like all projects, success for this campaign meant rolling up our sleeves and speaking to those involved on the ground.
- Opioid misuse affects everyone. Ethnicity, age, gender, age, religion and economic status… this is a crisis that spans all members of society. This campaign needed to speak to the breadth of those affected by opioids.
- A disease of despair. Opioid addiction is isolating, both for the users themselves and for those that love them. We needed to address this sense of isolation in a compelling, relatable way.
- Lack of knowledge of resources. While the impact of opioid misuse is far-reaching, very few people are aware of the help available to them.
The Far-Reaching Effects of Opioids
Compassion. Resources. Community. These are the weapons with which you attack a disease intent on dividing and isolating. We knew our creative needed to represent the many faces of this problem, allowing its audience to see themselves, regardless of age, sex, race or income. Opioid misuse isn’t a ‘them’ problem. It affects everyone.
In contrast, the lone hiker represents the isolating nature of the problem, speaking to the mental and psychological toll addiction takes on those involved.
Three primary colours were introduced to further communicate the complexity of the issue, and to hint at the idea that we as humans exist on a spectrum.
And What Follows
Information surrounding the presentations was kept short and concise. Key statistics were paired with contextual imagery to split the page’s content.
Finally, a Local Resources section was created, with a CTA encouraging people to reach out for help. In addition to the landing page, Massive was responsible for setting up the campaign’s social channels and creating posters and flyers to promote the events.
If you, or someone you know is struggling with opioid misuse, visit Health Canada’s Substance Use page.