In the United States, overdose deaths numbered 70,237, with opioids making up a large portion of that figure.
Approach
1 in every 5 Americans are on long-term opioid prescriptions but all efforts to minimize abuse and addiction have failed to reach their audience.
Results
Instead of focusing on shocking imagery of addicts or utilizing costly advertising, CVS uses The Grave Label, free of media cost, to do what no other brand would: Kill the people before they kill themselves.
