855-HOW-TO-QUIT is a helpline that reaches people suffering from addiction in the most critical moment – when they have a pill in their hand. It turns the object of addiction into a way out, by using the mandatory imprint codes on opioid pills as phone extensions.

This idea is relevant for Outdoor, because it leverages the strengths of the medium by: 1. Using a powerful, minimalist visual to plant lasting messages in people’s heads. 2. Using ambient and guerrilla media to create a closer connection with the audience. 3. Increasing relevancy through contextual, data-driven placements.

After three decades, the Opioid Epidemic in the United States is worse than ever before: More than 6.1 million people suffer from opioid use disorder. Every 6 minutes, someone dies from an overdose.

However, because some people rely on them for valid medical reasons, opioids will remain widely accessible. Also, every pill in the US comes with a mandatory unique imprint code, such as OP for oxycodone, IP33 for codeine, or C for fentanyl. These codes are often used as “street names” for the actual opioids.

For healthcare consultancy Anzen Health, founder of the 855-HOW-TO-QUIT-(OPIOIDS) initiative, this goes beyond a CSR measure, as the campaign in the end also directs public attention and potential clients to rehabilitation facilities, many of which are part of Anzen Health’s client portfolio.

Situation: More than 6.1 million people in the US struggle with opioid addiction. However, due to valid medical applications, opioids remain widely accessible.

Challenge: While there are many support and treatment options, the challenge is for people with substance abuse disorder to take the first step. Even more so when it’s so easy to get your hands on opioids.

Brief: Reach people in the critical moment, with a message that motivates them to seek treatment.

Objectives: 1. Offer immediate, accessible support. 2. Establish trust and present relevant treatment options. 3. Create public awareness for this offering.

Reach: Within the first 4 weeks, the campaign reached 137M people through OOH, film, and PR. Over 8000 calls came in during that time, with an average call duration of 4:12 minutes.

Impact: More than 3600 treatment referrals were placed within the first 4 weeks. 137 people contacted us to share their own stories of recovery.

Brand perception: We not only promoted the helpline, but all the partners involved in the initiative, with NGOs attending radio shows and broadcasts, and Anzen Health being mentioned by main media outlets for their efforts. Several healthcare companies, NGOs and other institutions have joined the coalition since the project’s launch. The project has received $295,924 in public funding.

After three decades, the Opioid Epidemic in the United States is worse than ever before: More than 6.1 million people suffer from opioid use disorder. Every 6 minutes, someone dies from an overdose.

However, because some people rely on them for valid medical reasons, opioids will remain widely accessible. Also, every pill in the US comes with a mandatory unique imprint code, such as OP for oxycodone, IP33 for codeine, or C for fentanyl. These codes are often used as “street names” for the actual opioids.