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Opioid abuse is a major epidemic affecting people in all parts of the World. We needed ways to show how this affects anybody and everybody on a large global scale,
So we decided to use the biggest and most watched sporting event on Earth: The World Cup.Steering away from spending on large media and instead partnering with FIFA to allocate our budget on reserving a section of the stadium. This seating section would be closed off and empty, only covered with a link to the campaign website, telling stories about all the fans that could have been there but aren’t with us anymore.