855-HOW-TO-QUIT-(OPIOIDS)
Turning the object of addiction into a way out.
Every 6 minutes, someone in the US dies from opioid overdose. 855-HOW-TO-QUIT is a toll-free helpline intended to reach people in the most critical moment – when they have a pill in their hand. Each pill comes with a unique identifier imprinted, such as OP for oxycodone, IP33 for codeine, or C for fentanyl.
The helpline transforms these imprint codes into phone extensions, connecting those who struggle with addiction with those who managed to quit that very pill.
Helpline
The helpline features 30 diverse people sharing their story of recovery from one of the 30 most common opioid pills–from how they became addicted to how they managed to quit. The helpline was also brought to life in film with the help of production company JOJX and director Oliver Würffell.
OOH Campaign
To effectively reach those in need, OOH ads are strategically placed in and customized for the most relevant environments nationwide—such as opioid epidemic hotspots, billboards next to pharmacies, and, ultimately, print, TV, and digital placements alongside pharmaceutical ads. The campaign features HTQ Waldenburg, a custom typeface by Kimera Corp.
Website
Designed by Raw Materials, 855-how-to-quit.org works as the campaign hub, featuring recordings of all stories, editorial content, resources for treatments, and various ways to support or even join the initiative. Each CGI pill was crafted by Roman Tikhonov.
Photography
The editorial section of the website features photography from Jeffrey Stockbridge, a renowned photojournalist who has been documenting the lives of those struggling with addiction on Kensington Avenue in Philadelphia for over 10 years.
