NARCAN
Social Good Campaign
THE BACKGROUND
The opioid epidemic has reached new levels of crisis.
107,375 people died from drug overdoses during 2021 in the US.
The number of opiate overdoses is rapidly increasing as common party drugs are unknowingly laced with fentanyl.
Narcan is a lifesaving medication available at pharmacies in all 50 states that reverses opioid overdoses.
THE PRODUCT
THE PROBLEM
Casual drug users feel invincible in the face of overdosing, so they don’t bring Narcan to the party.
People are exhausted from scare tactic drug PSAs; ominous messaging and constant warnings aren’t working.
THE REALIZATION
Social Drug Users.
They take drugs socially on the weekends at clubs or festivals.
They are not opiate users; they experiment with substances like MDMA, Cocaine, Xanax, and Adderall.
They are high risk citizens that are not familiar with addiction or recovery resources.
THE TARGET
THE STRATEGY
Normalize Narcan for social drug users.
THE IDEA
Narcan will position themselves as a cool, aspirational peer with a realistic attitude towards substance use.
THE CAMPAIGN
Life of the Party.
THE MANIFESTO
To highlight Narcan’s progressive personality, we created a manifesto video to solidify their stance.
We placed static ads in spaces where these party-people already live; bar bathrooms, public transportation, and music festivals.
By utilizing attention grabbing headlines, we can encourage social drug users to carry the most essential party favor.
Phase 1: Mobilize
Narcan will step foot on campus with booths to provide free product aided by student health services.
To get consumers in the pharmacy, Walgreens will stock branded party kits with night-out supplies.
Attached are QR codes that link to the pharmacy card for Narcan, easing accessibility issues.
Phase 2: Incentivize
What would a party be without disposable cups? To pair with the kits, Narcan cups will also be available at Walgreens with tips on the bottom to keep nights on track.
Narcan will sponsor a charity music festival featuring pivotal artists and DJs to make Narcan the next big trend.
We took to TikTok to create a fit check challenge to show your “going-out” outfit including Narcan.
Even celebrities are hopping on board.
Phase 3: Normalize
HBO’s Euphoria will feature a PSA to educate their large audience about Narcan nasal spray.
Finally, we created a Change.org petition to pressure policy change for easier Narcan accessibility.
THE TEAM
Art Direction - Julie Musarra
Copywriting - Lara Navarro
Creative Brand Management - Emerald Grippa
Experience Design - Peyton Spangler, Travis Fairman
Strategy - Will Russell