St. John Ambulance
Campaign
Recognize
lives
The opioid crisis is hard to ignore—it’s hitting Canadians hard across the country from big cities to small towns.
ISSUE
St. John Ambulance’ mandate is to provide critical medical training to Canadians, but unfortunately public awareness, along with access and training for Naloxone—a critical lifesaving overdose drug—is low. Couple this with the stigma associated with opioid use and we have a massive barrier to overcome when it comes to changing behaviour and attracting those most in need to seek out the lifesaving training and free medical kits.
INSPIRATION
94% of opioid poisonings are accidental, and it can happen to anyone. This issue isn’t about lifestyle—it’s about saving lives. We decided to reach at-risk audiences the best approach would be to leverage the stigma and create a relatable campaign that would enable the audience to recognize themselves inside the issue.
IMPLEMENTATION
A highly targeted digital and out-of-home campaign was developed for two distinct audiences resulting in a 2808% increase in visitors to the reactandreverse.ca opioid training page, and almost 10K intent conversions.
