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EASIER IN THAN OUT  Arizona Department of Health Services

Opportunity: With opioid deaths in AZ reaching an all-time high, and teens making up the majority of those casualties, the Arizona Department of Health Services needed powerful messaging to break through and reach this vulnerable group.


Insight: Understanding the impact opioid use was having on the state, we realized the urgency in needing to communicate that opioids are not only a death trap, but that this addiction is so much easier to fall into than it is to get out of. 


Solution: We reached out to opioid overdose survivors and had them share their stories. Implementing powerful visuals, such as an oversized pill to demonstration literally being trapped by opioids. Since the release of this life-saving campaign, Arizona has seen significantly lower opioid use and a persistent drop in associated teen deaths.

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