F*ck Rehab

Role: AD
Client: Ophelia
The Brief: Create awareness for Ophelia and Opioid treatment with medicine.

Background: When creating this campaign for Ophelia, we had three truths in mind.
1.
Opioid use disorder (OUD) affects over 16 million people worldwide.
2.
Rehab is hailed as the only path to OUD recovery, yet fails 9/10 times.
3.
Treatment with medicine reduces overdoses by 75% and is far more effective than rehab alone.

The idea: Attack the enemies standing in the way of OUD recovery: Rehab and stigma.

Press: This campaign won gold in Purpose-Led Campaign of the year in the Healthcare Marketing Impact awards