Massachusetts Department of Public Health, Bureau of Substance Abuse Services
Deaths from opioid overdose have become a tragic epidemic nationwide. In Massachusetts, MORE targeted the first of several campaigns at parents of middle and high school students. In Stop Addiction in its Tracks, a campaign theme developed by MORE, families of lost loved ones delivered poignant stories and warning messages about the spreading abuse of painkillers and heroin, a lethal activity that often starts in the home. Paid media elements included TV and online advertising, as well as social media and news media website takeovers. The campaign generated over 2,200 phone calls to the state’s substance abuse helpline; the online media generated 102,888 page views to the dedicated landing page.