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. It´s relevant for Design, because it uses the power of simple, minimalist design to plant lasting messages in people’s heads. By combining the familiarity of the pills with the phone number as call-to-action, it is highly effective in reaching people struggling with addiction in the most critical moment and potentially saving their life.

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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.

Budget: All partners worked pro bono or at reduced rates. Concept and media were free, design cost $14k, production $25k.

Scale and volume: The helpline is available in all 50 states, 24/7. OOH and other media are also published in all states, with focus on hotspots New York, California, Pennsylvania, and Ohio.

855-HOW-TO-QUIT. A helpline that reaches out to people 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 into phone extensions: codeine (IP33) is dialed as 4733, oxycodone (K9) as 59. The caller then hears the story of someone who managed to quit that very pill – live whenever the survivors’ availability allows, pre-recorded for 24/7 service. Followed by live advice from experts and concrete treatment options nearby. Brand relevance: For healthcare consultancy Anzen Health, founder of the initiative, this goes beyond CSR, as the campaign also directs public attention and potential clients to rehabilitation facilities, many of which are part of Anzen Health’s client portfolio. Target audience: more than 6.1 million people struggling with opioid addiction in the US, their friends, family, and the general public.

The campaign leveraged the familiarity of the pill imprint codes within the target group, resulting in a simple, powerful design. Focusing on just the actual helpline, which also acts as call to action, made the messaging most direct.

The designs use 1. High-end 3D renders of the 30 most prevalent opioid pills in the US. 2. The phone line in a customized typography “855-HOW-TO-QUIT” including extensions. This simple visual concept allowed use in diverse environments and formats, including animations and digital.

Campaign elements: OOH ads promoting the helpline were placed in contextually relevant spots, like near pharmacies and known meeting spots. The pill triggers the reminder that help is here. A website offered all stories, more information, and resources.

Scale: The toll-free helpline is available in all 50 states, 24/7. The campaign is running in all states, with focus on hotspots New York, California, Pennsylvania, and Ohio.

Response rate: 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.

Change in behaviour / business 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.

Other KPIs: The project has received $295,924 in public funding.