Bayer and Aleve, in collaboration with the NGO MAPDA (Mothers Against Prescription Drug Abuse), sought to raise awareness about the realities of addiction from and the risks linked to overdoses from opioid prescriptions, while advocating for alternative pain management approaches. Their objective is to encourage patients prescribed opioids to inquire about over-the-counter and non-addictive alternatives as a first option.

Our creative idea invited real pain sufferers to a simulated consulting room via video call. They sought a second opinion from an expert on their opioid prescription, unaware that the "expert" was a former addict. This shift from the conventional "Ask your doctor" to "Ask your Addict" elevated healthcare discourse. By prioritizing the perspective of a former user, our message encouraged people to seek out alternatives.

While opioid dispensing rates in the U.S. remain disproportionately high compared to other nations, the country consumes over 80% of the world's opioids despite representing only 4.4% of the global population. To address this concern, Aleve's "Ask your addict" campaign, in partnership with NGO MAPDA, aimed to empower any patient at the moment they received a prescription for opioids to ask for an alternative.

At its core, the campaign featured a three-minute film showcasing real pain sufferers seeking guidance in their treatment journey. Believing they were consulting a pain expert via video call, participants were surprised to learn the expert's personal history of opioid use disorder, prompting a reconsideration of their treatment paths.

Additionally, "The Painful Truth" website offered resources on nonaddictive pain relief solutions like Aleve, along with evidence-supported therapies such as physical therapy, aromatherapy, chiropractic care, yoga, restorative sleep, and meditation.

The campaign highlights that one American dies from an opioid prescription overdose approximately every half hour. A three-minute video features patients in teleconsultations with a pain expert. The expert discusses the consideration of opioids for pain relief, detailing their side effects, including nausea, addiction, and drastic behavior changes. He reveals his own struggle with addiction, emphasizing the destructive impact opioids had on his life. The video concludes by encouraging people to consider non-addictive pain relief options. The campaign extends to a website featuring personal stories of opioid addiction survivors, including a mother and a retired fire captain/paramedic. It provides resources for non-addictive pain management and support. Overall, the campaign aims to raise awareness about opioid prescription addiction and promote alternative pain relief solutions.

At the outset of the program, our goal was to drive both local and national media coverage. Because the epidemic has played out differently in certain parts of the country (some with dramatically higher prescription and overdose rates) the local coverage presented an opportunity to dig into how the epidemic has impacted specific regions.

“Ask your addict” campaign has garnered nearly 70 million earned impressions to date globally, with the majority of coverage featuring compelling commentary and storytelling from former congresswoman and MAPDA CEO, Mary Bono, as well as Matt Robinson who was one of the voices of the campaign and celebrating more than 10 years in recovery. Given the very real and authentic storytelling we saw close to 100% message pull through on our top three messages.

With consumers of all ages as our target, we cast wide net on with media outlets, with a focus on properties able to leverage the film and spokesperson interviews as those were our most powerful campaign assets.

Media coverage has appeared in broadcast, radio, podcast and online outlets nationally and top DMAs including stations in Los Angeles, Atlanta, Phoenix, Houston, Boston, among others. TV interviews with key spokespeople were syndicated and have appeared in over 350 segments, contributing nearly 15 million impressions.