Americans consume 80% of the world’s opioids despite accounting for less than 5% of its population. As many as one in four patients prescribed painkillers struggle with addiction. Once addicted, many turn to heroine – often laced with Fentanyl – and ultimately overdose. Drug overdoses (52,404 in 2015) in the US now kill more than gun homicides (12,979) and car crashes (38,002) combined. Ohio is ground zero experiencing the highest number of deaths despite ranking 7th in population. In 2016 Cuyahoga County saw a record number of deaths – nearly 600 – and the trend is increasing. People know the heroin epidemic is a problem, but they don't realize how it begins. Focusing on early intervention, the Cuyahoga County and local health systems partnered to address the epidemic. DONER accepted the assignment pro bono and worked with the task force to develop “OPIOIDS: Know the Risks” campaign.
Film advertisement created by Doner, United States for Cuyahoga County Opioid Marketing Task Force, within the category: Public Interest, NGO.
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Executive Creative Director: Randy Belcher
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