Campaign Theme / tagline
Mind Your Meds
Partnership for Drug Free
The Medicine Abuse Project
Everyday in the US, 2,500 youth abuse a prescription pain reliever for the first time. Prescription drug abuse causes the largest percentage of deaths from drug overdosing, more than cocaine, heroin, methamphetamine and amphetamines (39%) combined.
Where are they getting these drugs?
Not from the streets or a dealer, but from medicine cabinets of family and friends.
Partnership for Drug Free
The Medicine Abuse Project
Everyday in the US, 2,500 youth abuse a prescription pain reliever for the first time. Prescription drug abuse causes the largest percentage of deaths from drug overdosing, more than cocaine, heroin, methamphetamine and amphetamines (39%) combined.
Where are they getting these drugs?
Not from the streets or a dealer, but from medicine cabinets of family and friends.
- 1/3 of teens believe “it’s okay to use prescription durgs that weren’t prescribed to them to deal with an injury, illness or physical pain” (2015
- 43% of teens indicated prescription drubs are easier to get than illegal drugs
- More than 4/10 teens who have misued or abused a prescription drug obtained if from their parents medicine cabinet.
Insight
All medicine is bad if taken
incorrectly. Start taking prescription drugs seriously.
incorrectly. Start taking prescription drugs seriously.
Strategy
Make people aware they aren't the only one paying attention to their medicine.
Idea
We asked people to simply "Mind Their Meds".
To do so we created a communication plan that started with mass media (TV, print, digital) and went all the way to first time someone holds a prescription in their hands.
Custom-printed prescription bags were distributed to pharmacies, reminding people to keep their medicines safe from the eager hands and mouths of others. Monthly sheets of safety seal labels were distributed to parents as a way to help tabs on where their medicine was and if it had been opened.
To do so we created a communication plan that started with mass media (TV, print, digital) and went all the way to first time someone holds a prescription in their hands.
Custom-printed prescription bags were distributed to pharmacies, reminding people to keep their medicines safe from the eager hands and mouths of others. Monthly sheets of safety seal labels were distributed to parents as a way to help tabs on where their medicine was and if it had been opened.
Experiential Branding
To change behavior we developed pill and bag packaging that was a stark reminder to the potential of the medicine inside.
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Pharmacy bag
(printed and used in tri-state area)
To change behavior we developed pill and bag packaging that was a stark reminder to the potential of the medicine inside.
Pharmacy bag
(printed and used in tri-state area)
Pill labels
Digital / TV
Our screens campaign brought a stark reminder on the dangers of pill abuse.
Our screens campaign brought a stark reminder on the dangers of pill abuse.
Results
- 2014 Cannes Gold Lion in Pharmaceutical Category
- Clio - Bronze - Health & Services Film
- Clio - Bronze - Health & Services point-of-purchase