Helpline
The helpline features 30 survivors talking about their experience with one of the 30 most prescribed pills. Live whenever their availability allows, pre-recorded for 24/7 service. A general recorded story covers misdials and pills not yet included, as new pills are continuously added. Callers can also get more information on the pills and the project, as well as talk to experts for professional live support.
Stories
Beyond live support, the helpline offers over two hours of recorded stories, curated with experts to reflect the diverse realities of addiction. Each story begins with a reflection on a pill imprint code to create an emotional connection, then highlights one of 15 treatment options. Callers can receive more information or speak with experts for professional support.
Out of Home
The campaign leveraged the familiarity of the pill imprint codes within the target group, resulting in a simple, powerful design. Focusing on just the actual helpline – which also acts as call to action – made the messaging direct. Featuring different pills highlighted the accessibility of the helpline. This simple visual concept allowed use in diverse environments and formats, including animations and digital.
Media
Local prescription data was used to customize all communications to feature the most frequently used pill in that area. OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots of people struggling with addiction. An emotional film brought the campaign to TV. On social media, influencers known to have quit opioids promoted the helpline to their millions of followers.
PSA Film
The PSA brought the initiative to TV, highlighting the wide demographics affected by the opioid crisis and its innovative response. Renowned director Oliver Würffell created a 60-second film portraying the struggles of opioid addiction, with VFX designed to capture the visceral experience of withdrawal through the vivid colors of opioid pills.
Website
The website 855-how-to-quit.org works as the campaign hub. It features recordings of all 30 stories along with transcripts, interactive editorial content, extensive resources, as well as various ways to support the initiative, by advocating, volunteering, or even sharing your own story.
Design
Contemporary typeface Waldenburg was chosen and customized, for its strong humanist and organic character, and geometrical style inspired by pharma design. Its extreme x-height improves legibility and maximizes compatibility for different media, especially for OOH seen from afar. Custom ligatures were designed to integrate the pills into the design seamlessly with a complementing color palette for each and every pill.
Design
The editorial section of the website features photography from Jeffrey Stockbridge, a renowned photojournalist who has been documenting the lives of those struggling with addiction on Kensington Avenue in Philadelphia for over 10 years.
Behind The Scenes
Here’s a behind-the-scenes look into our production process.
Credits
Serviceplan Innovation
kimera
Raw Materials
JOJX
DaHouse Audio
JAMM
Jeffrey Stockbridge
Off Studios
Tom Kubik
Tulom
Mediaplus Group