Campaign details

Advertiser: National Safety Council
Brand: National Safety Council
Agency: Energy BBDO Chicago
Country: United States

Objectives

A household killer

Prescription opioids contribute to the deaths of more than 22,000 Americans each year.1 Yet, when we started this project in early 2017, media coverage of the opioid epidemic in the United States was largely focused on the illegal use of heroin and fentanyl, not prescriptions. The deaths of Michael Jackson, Whitney Houston, and Prince gave prescription opioid abuse a blip of national attention, but it never lasted.

National Safety Council (NSC) recognized this was a preventable killer that no one was talking about, even though it was taking lives at an unprecedented rate. When NSC fielded a survey on drug abuse in the US, they realized how many Americans were at risk – prescription opioids lurked in three out of ten homes in America.2