St. John
Ambulance
St. John Ambulance was given a critical mandate: to aid in reducing the impact of accidental opioid poisonings by providing training and nasal naloxone kits to Canadians.
The opioid crisis is hard to ignore – it’s hitting Canadians across the country from big cities to small towns. It’s all over the news, on social media, and close to home. Unfortunately, public awareness of access to naloxone and training on its use is low. Plus, the stigma associated with opioid use is a massive barrier to changing perception and behaviour.
94% of opioid poisonings are accidental, and can happen to anyone. Getting trained and carrying naloxone shouldn’t insinuate anything about a person’s lifestyle. We needed Canadians to see: it’s about saving lives.
Our solution was to leverage the stigma to help Canadians see themselves in the campaign. Our team landed on poignant, headline-focused creative that presented the opioid crisis in relatable situations to normalize naloxone.
Results
intent conversions taken
as a result of the campaign
estimated reach of digital and
out-of-home advertising
increase in visitors to the
St. John Ambulance website