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NATIONAL SAFETY COUNCIL "PRESCRIBED TO DEATH"

ENERGY BBDO, Chicago / NATIONAL SAFETY COUNCIL / 2018

Awards:

Gold Cannes Lions
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Overview

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Overview

BriefExplanation

To humanize the crisis, NSC turned data into faces-engraving the faces of the 22,000 moms, dads, sons, and daughters that die each year from prescription opioid overdoses onto 22,000 pills. These pills formed a powerful installation, a memorial that told stories on an individual level, painted a picture of the lives lost, and put a face to the problem. A new pill was added to the memorial every 24 minutes, to dramatize how often a person dies of a prescription opioid overdose. Visitors could participate in person and online by adding their lost loved ones' stories.

After bringing people face-to-face with the problem, NSC gave them a way to take action starting with another statistic: 1 out of 3 prescription opioid users don't even know their medication includes an opioid. A simple insurance card sticker prompted conversation with medical professionals, just one small step toward preventing another 22,000 deaths.

EntrySummary

In 2016, news about the opioid crisis dominated American media, but horror over the growing number of fentanyl and heroin overdoses was causing the public to turn a blind eye to another major contributor to the crisis-prescription opioids. The US consumes 80% of the global prescription opioid supply, even though we are just 5% of the world's population. And 4 in 5 heroin addictions begins with prescription opioids. Thus, solving the prescription opioid problem is essential to ending the opioid epidemic.

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