Design Team:

Designed by Alejandro Benavente (Animation), Cierra Krason (Pill Animation), Haley Wilke (Interview, Video), Jasmine Meeks (Awareness Postcards), Sarah Clark (Media, Account Executive), and Xavier Rodgers (Posters).

Strategy Brief:

WHAT IS THE PRODUCT OR SERVICE?
Information. Causes and effects of opioid addiction. Resources (websites, help hotlines, etc). Testimonies/stories Competition. Pharmaceutical companies. Stereotypes. Other awareness campaigns (D.A.R.E., etc.).

WHO IS THE TARGET AUDIENCE?
Lincoln-area residents. 15-30 years old. People at risk. Heavy laborers. Students. Family and friends of PWIDs. People who believe in “junkie” stereotypes.

WHAT IS THE NEED OR PROBLEM THAT NEEDS TO BE ADDRESSED?
Pre-existing stereotypes. Lack of information. Lack of empathy towards PWIDs.

WHAT DOES THE TARGET AUDIENCE CURRENTLY THINK?
Unsympathetic, influenced by “junkie” stereotype. “I would never do that”. “It’s their fault”.

WHAT IS ONE THING WE WANT THEM TO BELIEVE?
There is hope. There is help. It’s not a choice.

WHAT CAN WE TELL THEM THAT WILL MAKE THEM BELIEVE US?
Testimonials. Facts.

WHAT IS THE TONALITY OF OUR CAMPAIGN?
Empathetic, Humane.