Partner organizations helped guide our creative every step of the way with focus groups and data. Data told us that 76% of our fans know someone who has been treated for addiction and/or is in recovery, and, although 81% of our fans are more likely to help someone struggling with addiction if they have more information, only 16% know where to find that information. From our focus group research, we learned that an emphasis on empathy and patience would resonate better than the classic anti-drug PSA tropes of shame, blame and shock value.

Armed with these insights, we partnered with creative experts in the pro-social space, to develop a simple and direct message—“Listen”—which looked to end stigma and promote open conversation. “Listen” is an actionable first step to support a loved one in the throes of an addiction struggle.

Coinciding with the launch of the first-ever Surgeon General’s report on alcohol, drugs, and health, Viacom launched the campaign on November 18 with Listen: Facing Addiction in America, a 30-minute commercial-free television event that aired in a roadblock across 11 of its major networks, combining discussion and music to bring the Surgeon General’s findings to a large, engaged audience.

The message was amplified with a “Listen” PSA campaign, distributed in partnership with the Ad Council, which reframed viral content trends to emphasize empathetic listening, and direct audiences to www.heretolisten.com, which was continually maintained to host new content.

Additional strategic “Listen” activations included cathartic on-the-ground “Listening” booths and online testimonials; custom, animated on-air bumpers; targeted digital and social media content; radio PSAs; outdoor, digital billboards; employee outreach programs; and speaker events.

With its compelling storytelling and broad reach, “Listen” is an ongoing success. Over 2M viewers watched the TV special, during which samhsa.gov reported an overwhelming spike in phone calls. 196K visitors and counting have visited Heretolisten.com, spending an impressive average of 3 minutes on the site, and the #HereToListen conversation is spreading with 38.1M overall impressions and 56.3K engagements.

Viacom is committed to this campaign, and we have been working closely with our insights and data teams to explore new technologies to advance the “Listen” cause, and identify upcoming key moments when the “Listen” message will reach an even larger audience.