On peut tous agir pour sauver des vies" (We can all do our part to save lives).
One 30-second video was released on YouTube, depicting a female narrator who "reverses" a somber funeral for an overdose victim and explains that there is "no need for death", mirroring the consequences that the audience could have if they reached out to help those at risk in the opioid crisis. This video emphasizes how there could have been "no need" for the funeral of a middle-aged, middle-class appearing male if his friend had been there to adminster Naloxone to save his life when he overdosed. Another 30-second video (still available on Facebook) uses a darker and more urgent tone. This video starts off with an eerie pan through a deserted and run-down building before turning a corner to focus on a young man who appears to have died of an opioid overdose. The voiceover suggests that abuse of drugs from the "black market" or "without a prescription" kills "people like him" (suggesting street-based users) but then the camera makes a left turn and zooms in through a torn hole in the wall to focus on the same middle-aged, middle-class appearing man as in the other video, apparently overdosed and dead on a living room couch. The voiceover continues, "it also kills people like him and others", playing on the 'shock' of a non-stereotypical drug user dying of an opioid overdose alone and at home. The video concludes with the message that one overdose death occurs per day in Quebec.
In addition to the videos, three posters were released: two were released at launch (posters 1 and 2) and another poster was released in 2021 (poster 3). In poster 1, a dark backdrop is paired with an opioid pill that has a morphed, anguished face on one side, described as "la face cachée des opoïdes" (the hidden face of opioids). Below this pill, the poster contains text explaining that (1) prescription opioids are effective pain relievers but should be used with caution and (2) black market opioids are responsible for one death per day in Quebec. Alternately, posters 2 and 3 feature a single naloxone nasal spray in front of a brightly coloured background, with text that emphasises that we can reverse overdoses by using naloxone, and explaining what naloxone is and where to find it.
A government webpage was also included on all campaign materials, hosting information on the following opioid-related topics:
Description of opioids and consumption patterns
Risks of prescribed opioids and how to limit them
Risks of black market opioids and how to limit them
Popular press description of campaign: https://www.tvanouvelles.ca/2019/03/04/surdoses-dopioides-quebec-lance-une-nouvelle-campagne-de-sensibilisation]]>Social Marketing]]>French]]>Dramatized Story]]>State/Provincial]]>General Public]]>Harm Reduction]]>Nipissing First Nation's official language, Anishinaabemwin, followed underneath by the equivalent word in English in a smaller font. Notably absent from the posts is the identity "drug user" (or "uses drugs"), diverging from the original "Stop Overdose BC" campaign, because the individuals photographed are real people, rather than stock photo models, the majority of whom are represented in a professional capacity in support of people who use drugs in the community.]]>Nipissing First Nation]]>Facebook Posts:
Access all ten posts by clicking the left arrow.]]>Social Marketing]]>English]]>Anishinaabemwin]]>Images and Messages]]>Specific Community]]>General Public]]>
The impact of empathy;
Preventing overdoses;
Experiences of stigma;
and Labels stick & labels hurt.
In response to the overdose crisis, several participants recommended implementing supervised consumption or injection sites across the province, as well as more accessible harm reduction services. Further, those with lived and living experience expressed the desire for respect and to be treated like human beings.]]>Northern Health]]>Campaign Posters (PDF):
"Stop Stigma. Save Lives" YouTube Playlist:
Campaign Webpage: https://www.northernhealth.ca/health-topics/stigma ]]>Stop Stigma. Save Lives." by Northern Health is licensed under CC BY-NC-ND.]]>Social Marketing]]>English]]>Curated Stories]]>County/Regional]]>General Public]]> In promotion of this website and its materials, social media posts were created on Instagram, Facebook and Twitter. In each of these posts, an image (usually of a person's face) is paired with a quote or line about the opioid epidemic. For example, one social media post features a face of a dejected construction worker (implied to have a drug addiction) and comments that this person could be someone in our community, or even ourselves.]]>Ontario Construction Consortium]]>Campaign website: https://theotherpandemic.ca/
Campaign Twitter page: https://twitter.com/other_pandemic]]>Social Marketing]]>English]]>Images and Messages]]>State/Provincial]]>General Public]]>
Opioid misuse affects everyone
Drug addiction is a disease of despair
Public knowledge of opioid addiction resources is lacking
This digital campaign featured concise segments of educational information, pairing of key statistics with contextual imagery, and a local resources section for those affected by opioid addiction. The website linked above is not the direct campaign website, but is Massive Media's page that contains sample pictures of the original campaign and their notes on the development and web design of the original campaign.]]>Peace River Victim Services ]]>Campaign developer notes by Massive Media: https://engagemassive.com/cases/eye-of-the-storm/]]>Social Marketing]]>English]]>Images and Messages]]>County/Regional]]>General Public]]>Peer2Peer (BCCDC/Toward The Heart)]]>"Compassionate Action: An Anti-Stigma Campaign" YouTube Playlist: ]]>Campaign webpage: https://towardtheheart.com/peer2peer-project (scroll to the bottom of the page for anti-stigma campaign description)]]>Web-based Only]]>English]]>Dramatized Story]]>County/Regional]]>Service Providers]]>
"frame multiple crises": the opioid crisis, overdose crisis, and drug policy crisis;
"frame the community response"; and
answer "what we can do" to counteract stigma as community members, service providers, people who use substances, and people impacted by substance use.
Note: Since the launch of this campaign, the "AIDS Committee of Windsor" has changed its name to "Pozitive Pathways".]]>Pozitive Pathways]]>Campaign Homepage: https://www.labelmeperson.com/
The playlist includes videos on "the opioid crisis/a view from the frontlines" and "moments of lived experience".
Label Me Person Podcast: https://www.audible.com/pd/Label-Me-Person-Podcast/B08K57VFWL]]>Social Marketing]]>English]]>Curated Stories]]>County/Regional]]>General Public]]> "Delaney – Registered Nurse – Small Town Anywhere" briefly features a nurse, emphasising that anyone can fall susceptible to addiction and that more resources are needed to provide better outcomes for clients. Presumably, this was a scene that was cut from the original "Making the Difference: Small Town Anywhere" documentary.]]>Saskatchewan Union of Nurses (SUN)]]>"Making the Difference: Small Town Anywhere" YouTube Playlist: ]]>]]>Social Marketing]]>English]]>Curated Stories]]>State/Provincial]]>General Public]]>Note: the linked YouTube playlists had been renamed.)
Two YouTube playlists are linked in this entry: the Addictions playlist and the Canadian Addictions Crisis playlist. The Addictions playlist includes both longer-form clips from the documentary and short pre-roll clips, whereas the Canadian Addictions Crisis playlist includes only the latter.]]>Saskatchewan Union of Nurses (SUN)]]>"Addictions" YouTube playlist page: https://www.youtube.com/playlist?list=PLhn3oDV7X99FPkS7EOezq-Cmkw7_c7GgP "Addictions" YouTube video playlist:
Campaign site (defunct): https://makingthedifference.ca/addiction-and-crisis]]>Social Marketing]]>English]]>Curated Stories]]>State/Provincial]]>General Public]]>Opioids Don't Discriminate campaign is an interactive experience held in Strathcona County, where visitors were able to walk and follow the stories of three individuals affected by the opioid crisis, reading vignettes and seeing events unfold in environmental models (including a car accident, a teenager's bedroom and an emergency room). Based on real experiences in the community, these stories followed a well-to-do father who spirals into opioid addiction after being prescribed opioids for a recreational hockey injury, a teenager who succumbs to opioid addiction after struggling with a new life, and the teenager's mom who had to navigate through the near-death experience of her child. Visitors also filled out pre- and post-experience surveys, with results indicating that most having gained a better understanding of and greater empathy for those fighting opioid addiction. Through six days, this exhibit attracted more than 1200 participants and inspired the making of a "do-it-yourself" kit on how to create similar exhibits, leading to recreations of this experience in other municipalities around the province.]]>Strathcona County Family and Community Services]]>Campaign Development YouTube video :