NARCAN
Social Good Campaign
THE SITUATION
THE SOLUTION
107,375 people died from drug overdoses during 2021 in the US.
Overdose deaths involving synthetic opioids in 2022 were over 18x the number in 2013.
The opioid epidemic has reached new levels of crisis.
Narcan is a lifesaving medication that reverses opioid overdoses.
Narcan is available in a ready-to-use nasal spray at pharmacies in all 50 states.
THE PROBLEM
Common party drugs are being laced with Fentanyl, leaving social users with no opioid tolerance at high risk of overdose.
THE REALIZATION
People are exhausted from scare tactic drug PSAs; ominous messaging and constant warnings aren’t working.
“Even if you’re a casual user, you’re still in danger if you do cocaine on the weekends. there’s fentanyl everywhere.”
Clint, Case Manager at a sober living house
THE BACKGROUND
107,375 people died from drug overdoses during 2021 in the US.
More people are dying from opiate overdoses as common party drugs are unknowingly laced with fentanyl.
The opioid epidemic has reached new levels of crisis.
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.
THE REALIZATION
People are exhausted from scare tactic drug PSAs; ominous messaging and constant warnings aren’t working.
THE STRATEGY
Normalize Narcan for social drug users.
THE TARGET
Social Drug Users. Who are they?
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 IDEA
Narcan will position themselves as a cool, aspirational peer with a realistic attitude towards substance use.
THE CAMPAIGN
Life of the Party.
THE ADS
Manifesto Video
OOH
Walgreens Party Kits
We placed 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.
THE TEAM
Art Direction - Julie Musarra
Copywriting - Lara Navarro
Experience Design - Peyton Spangler, Travis Fairman
Creative Brand Management - Emerald Grippa