Opioid Use Disorder is a medical condition that often starts with a basic pain prescription. This could be a result of a simple dental procedure or a minor sprain. Those pills can alter your brain chemistry which leads to a dependency that's nearly impossible to turn off. The good news is that opioid addiction recovery is possible.

This campaign started with a robust research effort with quant/qual surveys and Skype interviews to understand the unique situation in West Virginia—the state with the highest addiction rates in the U.S. Through research insights we landed on the campaign concept “Back to Life”.

We decided to build a website filled with long-format storytelling and addiction resources where users can find help via chat, phone, email or geographic recovery center. We created state-wide TV spots, digital ads, radio ads, bus shelter signage and billboards to drive the community to our campaign website.

In just two months of the campaign launch we saw a 12% increase in sentiment that the state is on the right track, more than 500 outreaches for help through the website and a 50% increase in call center traffic.