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.