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The Hidden Lifesavers
RAN IN: United Kingdom
Paul Kinsella, Chief Creative Officer
Andrew Gardner, Chief Strategy Officer
Rob Jenkins, Creative Director
Mel Dagget, Planning Director
Dave Eyre, Copywriter
Angus Prior, Head of Copy
Hannah Beasley, Account Manager
Harry Conway, Photographer
Claire Gannon, Senior Media Writer
Jon Chapman, Chief Creative Officer
It’s a rare privilege to create advertising that erodes societal stigma and potentially saves lives.
When given in time naloxone dramatically reverses opioid overdose, saving lives. Provision of naloxone kits had been increasing from 2018 through 2020 (CAGR 8.74%).
Despite these historic increases in the antidote, year on year opioid-related deaths have been increasing. ~3,500 people in the UK died from opioid overdose in 2020;
and 2021 began by tracking below the three previous years and was tracking to finish 16% below target
The Hidden Lifesavers campaign did just that, and with an extremely restricted budget.