Insight:
1 in 13 Ohioans have a drug or alcohol addiction. The biggest barrier in getting help? The stigma. More than 2/3 of the population believe “addicts” are inherently bad people. They’re not.
Creative:
Addiction and mental health touches everyones life–But how much do we actually know about it? Together with Nationwide and the Ohio Opioid alliance, we tackled the stigma of addiction by putting Ohioans to the test via a made-up game show: Beat the Stigma. Through a virtual online game (Beathestigma.org), commercials, OOH, and more we challenged Ohioans to rethink everything they know about addiction and mental health.
Results:
The campaign was a huge success. 91% of Ohioans saw this campaign and challenged their perceptions on addiction. The Ohio Opioid Alliance continued this campaign for years to come, even focusing on mental health.
Press:
Columbus Dispatch
Business Journal
Fox News
Ten TV
