A campaign in partnership with the Alberta provincial government and Peace Regional Victim Services to combat stigmas attached to opioids.
Massive Media and Peace Region Victim Service tackle the stigmas attached to opioid misuse in Northern Alberta. Being situated in the heart of Gastown on Vancouver’s downtown eastside means Massive has seen the affects of opioid misuse on a daily––sometimes hourly––basis. It’s something they spend a considerable amount of time talking about, and as a result, it has become an issue to be cared deeply about.
Perhaps not surprisingly, when Alberta’s Peace Regional Victim Services approached them to help promote a series of discussions to address opioid misuse in northern Alberta, the agency was eager to lend their talents.
In close partnership with the Alberta Provincial Government, Alberta Health Services, the RCMP, and other local organizations, this series of talks aims to tackle the many misconceptions surrounding opioid misuse and to increase awareness of the support available to those closest to it.
Massive Media helped out for the copywriting, creative direction, build their social media strategy and their website design.
A Disease of Despair
The Many Faces of Opioid Misuse
Like all projects, success for this campaign meant rolling up the sleeves and speaking to those involved on the ground.
Massive Media has spoke to the RCMP, members of the Peace Regional Victim Services, and people with lived experience dealing with the opioid crisis. Throughout their conversations, a few things became clear:
Opioid misuse affects everyone. Ethnicity, age, gender, age, religion and economic status… this is a crisis that spans all members of society. This campaign needed to speak to the breadth of those affected by opioids.
A disease of despair. Opioid addiction is isolating, both for the users themselves and for those that love them. Massive Media needed to address this sense of isolation in a compelling, relatable way.
Lack of knowledge of resources. While the impact of opioid misuse is far-reaching, very few people are aware of the help available to them.
The Far-Reaching Effects of Opioids
Compassion. Resources. Community. These are the weapons with which you attack a disease intent on dividing and isolating. Massice has knew their creative needed to represent the many faces of this problem, allowing its audience to see themselves, regardless of age, sex, race or income. Opioid misuse isn’t a ‘them’ problem. It affects everyone.
In contrast, the lone hiker represents the isolating nature of the problem, speaking to the mental and psychological toll addiction takes on those involved.
Three primary colours were introduced to further communicate the complexity of the issue, and to hint at the idea that we, as humans exist on a spectrum.
Bridging the Divide
And What Follows
Information surrounding the presentations was kept short and concise. Key statistics were paired with contextual imagery to split the page’s content.
Finally, a Local Resources section was created, with a CTA encouraging people to reach out for help.
In addition to the landing page, Massive was responsible for setting up the campaign’s social channels and creating posters and flyers to promote the events.