Since the onset of Covid, the rate of accidental death from an opioid overdose has increased dramatically. A crisis is taking place on epidemic proportions. Far too many people remain unaware of the risks associated with frequently prescribed opioid pain medications. This brand campaign for NARCAN® Nasal Spray takes the stigma of opioid usage and refocuses it on the rescuer: the neighbor, the friend or the loved one who answered the call. For lives to be saved, households must follow this example and be prepared to use NARCAN immediately, even before professional help is called.

Research Planning
An overdose impacts and involves many people. To understand the power of this moment, our research included a beautiful spectrum of human beings. We spoke to those who are prescribed and taking a high dose opioid, the physicians that are scripting these medications, the pharmacists fulfilling these orders and the loved ones often involved. Yet to dig even deeper we also spoke to those exceptional individuals on the front lines of rescue moments – EMTs and Police who often arrive on the scene of an overdose and need to administer a reversal agent like Narcan. This surround sound was critical to unearthing our powerful insight.

Target Audience
Consumers, Pharmacists & Doctors

Objectives
Inspire people to “answer the call” and consider carrying Narcan a symbol of human honor.

Strategic Insight
No matter what the circumstances, in the grave moment of an overdose, we all can rise above and act on what matters most: saving a precious life

Creative Execution
The NARCAN “Be The 1 Before 911” campaign is powerful and unique because it completely upends the current conversation around illicit opioid usage to focus on the prevalence of accidental overdoses and the concrete steps family, friends, and the community can take to potentially save lives. With hyperreal, boldly dramatic photography and distilled storytelling, this campaign captures the raw, deep emotion of an individual person realizing the magnitude of their urgent action. They are not heroes looking to be lauded. They are real people who have taken responsibility and are processing the enormity of their action. We believe this portrayal is unique, truthful and powerful in getting people to take action and, in turn, reduce the immediate and collateral damage this opioid epidemic has wrought.

Following extremely positive market research results, the campaign was launched in market across all audiences in March 2021.