Helping acute pain sufferers avoid a more lethal problem.

Utah has been hard hit by the opioid epidemic. In fact, opioid overdose is the leading cause of accidental death in the state, higher than automobile crashes. R&R’s purpose? Educate people and motivate them to talk to their doctors.

How We Did It The strategy.

With more than 7,000 new opioid prescriptions filled daily, the key to success was to target acute pain sufferers and get them to talk to their doctors. By stopping the problem in the doctor’s office before prescriptions are written, fewer people will become addicted, fewer overdoses will occur, and fewer pills will be available for potential misuse or abuse. So, we broke down the pathway to the doctor and hit people all along the route: from television and the web, to outdoor, all the way to the waiting room.

The Work

research : strategy : broadcast : print : experiential : digital : websites : public relations

To put this front of mind at the moment it would be most useful to patients, R&R developed a “talk to your doctor about alternatives” message to be seen moments before they visited their doctors. The messages were wrapped on elevator doors, in hallways, in the hospital pharmacies and cafeteria tables. We even created a massive pill bottle installation in a hospital lobby so we could stop people in their tracks and remind them of the “risk that hangs over all of us.”

The Results are in.

Within four months of launch, 87 percent of Utahns seeking pain treatment reported discussing opioid alternatives with their physician.