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2019 SILVER SMALL BUDGETS - SERVICES - NON-PROFIT
UNITED STATES
Larry Gies, Chief Strategy Officer Shobin Mathew, Senior Producer Jeff Adkins, Managing Director Andres Ordonez, Chief Creative Officer Lauren Brown, Strategy Director Jeremy Kanefsky, VP Account Director Cinzia Crociani, SVP Creative Director Meg Farquhar, SVP Creative Director Sarah Nelson, Account Supervisor Kristen Schumacker, Senior Account Executive
PHD
Ketchum
SUMMARY
How can you get Americans to take the threat of prescription opioids seriously when they don’t believe addiction can happen to them?
This was National Safety Council’s challenge as they sought to combat the surging prescription opioid epidemic. To maximize their small budget, they invested in a live and virtual memorial, believing it would earn more media attention than they could afford in traditional channels. The risk payed off; the program earned media fame for NSC and gave over 1 million Americans a life-saving tool to protect themselves from addiction.
