The Ad Council, Truth Initiative, and the U.S. Office of National Drug Control Policy (ONDCP) are expanding the five-month Truth About Opioids campaign to address withdrawal and treatment.
The “Treatment Box” creative, developed with 72andSunny, features 26-year-old Rebekkah's treatment experience with opioid addiction.
Three full days of filming is being transformed into snippets that run across a multimedia installation in New York City where people are directed to visit opioids.thetruth.com to learn more about the initiative.
The media strategy targets youth and young adults and media commitments have been made by NBCU, Vice, Viacom, Soundcloud, Spotify, Facebook, Google and YouTube, Vevo, Snapchat, and Chegg.
June's initial “Truth About Opioids” campaign focused on destigmatizing addiction by showing how it can happen to anyone and quickly.