PHD London

ABOUT

In 2016, news about the opioid crisis dominated American media, but horror over the growing number of fentanyl and heroin overdoses was causing the public to turn a blind eye to another major contributor to the crisis-prescription opioids. The US consumes 80% of the global prescription opioid supply, even though we are just 5% of the world's population. And 4 in 5 heroin addictions begins with prescription opioids. Thus, solving the prescription opioid problem is essential to ending the opioid epidemic.
To humanize the crisis, NSC turned data into faces-engraving the faces of the 22,000 moms, dads, sons, and daughters that die each year from prescription opioid overdoses onto 22,000 pills. These pills formed a powerful installation, a memorial that told stories on an individual level, painted a picture of the lives lost, and put a face to the problem. A new pill was added to the memorial every 24 minutes, to dramatize how often a person dies of a prescription opioid overdose. Visitors could participate in person and online by adding their lost loved ones' stories. After bringing people face-to-face with the problem, NSC gave them a way to take action starting with another statistic: 1 out of 3 prescription opioid users don't even know their medication includes an opioid. A simple insurance card sticker prompted conversation with medical professionals, just one small step toward preventing another 22,000 deaths.

MADEIT CREDITS

  • National Safety CouncilClient
  • Alejandro JuliCreative Director
  • Allie SalzmanJunior Art Director
  • Amy DitchmanCreative Director
  • Andrés OrdóñezChief Creative Officer
  • Andrew SommervilleExecutive Producer
  • Angela WilliamsJunior Copywriter
  • Blue SmithProject Manager
  • Brian CooperExecutive Director of Content & Delivery
  • Bridget BallekManager, Public Relations
  • Brynna AylwardBrynna Aylward
  • Camila HummelAssociate Producer
  • Casey CoblerEditor
  • Chad ParksVice President
  • Christian PowillsSocial Media Specialist
  • Cinzia CrocianiCreative Director
  • Dane CanadaSenior Art Director
  • Daniel KuypersDirector of Music
  • Emily Del MoroneSenior Account Executive
  • Erin KnottDesigner
  • Hung VinhLead Designer
  • Jaehyuk ChoiDesigner
  • Jamin ClutcherArtist
  • Jeff AdkinsManaging Director
  • Jeremy KanefskyAccount Director
  • John PrattHead of Production
  • Karen StraussPartner, Chief Strategy & Creativity Officer
  • Kathy LaneSenior Director, Public Relations
  • Kelly KennyStrategic & Creative Planner
  • Kristen SchumackerAccount Executive
  • Larry GiesChief Strategy Officer
  • Lauren BrownPlanning Director
  • Liz DeeganEditor
  • Lucy ButkaDigital Copywriter
  • Luke MorrisonHead of Color
  • Mary CarpenterPresident
  • Matt ScovilleExecutive Producer
  • Maureen VogelSenior Director, Public Relations
  • Meg FarquharCreative Director
  • Michael ShirleyCreative Director
  • Mike BodgeWebsite Creative Technologist
  • Mitch MonzonStudio Operations
  • Monica GlossonMedia Strategist
  • Myreete WolfordAccount Executive
  • Natalie KsiazekProducer
  • National Safety CouncilVice President, Communications & Advocacy
  • Patty BloomSenior Account Executive
  • Rachel WinerDirector, Paid Media
  • Ramiro SilvaDesigner
  • Sarah NelsonAccount Supervisor
  • Shobin MathewSenior Producer
  • Tommy KircherAccount Supervisor
  • Tristen SechiDigital Strategist
  • * PHDMedia Agency
  • * The MillPost Production Agency
  • * Energy BBDOAdvertising Agency
  • * KetchumPR Agency
  • * Cannes Lions Winners 2018

Prescribed to Death

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