There is no denying the opioid epidemic happening in communities across the country—the staggering statistics speak for themselves.
In an effort to reduce the potential for abuse, many new prescription opioids, including OXAYDO, are now developed with formulations intended to discourage the most prevalent forms of abuse. While doctors certainly appreciate these abuse-deterrent options, many continue to prescribe the same easy-to-abuse generic opioids that they always had.
Why? Most doctors were quick to deny that patients were abusing opioids under their watch.It was a serious problem involving an even more serious issue.
We took a unique approach when developing the OXAYDO campaign—a community-centric one. Instead of solely focusing on the brand, we focused on the bigger picture: the opioid epidemic itself, specifically, how an opioid prescription affects the entire community.
By creating powerful imagery using crushed opioids to form a cityscape, and some compelling statistics about abuse, we brought to life a harrowing reality that is often overlooked—what happens when an opioid prescription falls into the wrong hands of a friend or family member. Through this approach, we demonstrated to doctors that even if their patient is not showing any signs of abuse, it could still be happening close by.
With this campaign we successfully cemented OXAYDO as a leader in the fight against opioid abuse, and empowered doctors to make a difference in the communities that they care about most.
For such a serious issue, it was nothing less than a serious success.