This webcast presented the case study behind the Truth Initiative’s “The Truth About Opioids” campaign, which won Gold in the Government, Public Service and Non-Profit category..
For the past 20 years, the Truth Initiative has focused exclusively on fighting tobacco use among young people. Their challenge was to leverage their brand equity and experience in tobacco prevention to address an emerging national crisis: the abuse of opioids among young people.
Formative research showed that young people were aware of the opioid crisis and its consequences, but they did not necessarily feel empathy towards opioid users or feel that opioids could affect them, or people close to them.
The creative response to this insight was a multiple ad campaign that revealed true stories. In-market research showed that the campaign successfully increased empathy by de-stigmatizing addiction and treatment, caused young people to feel that opioid misuse is relevant to them, and compelled them to take actions to influence others.
This event dug into Truth Initiative’s campaign process and shared how research can be used to drive brand insights, re-define problems, support risk-taking ideas, and illuminate diverse audiences.
Don’t Wait! The entry period for the 2020 ARF David Ogilvy Awards is now open – deadline for entries is June 12. More information can be found on our website. And you can access Truth Initiative’s published case study here.