A deadly opioid epidemic is ravaging the United States. In 2016, 1 out of 5 young adult deaths were opioid related. 

As a trusted youth tobacco prevention brand for two decades, truth® had the relationship with young people to help take on this growing threat to their lives. Together with the Office of National Drug Control Policy and the Ad Council, we sought to create a solution.

There are many contributing forces. Big Pharma has a profit motive to sell more and more pills. Doctors overprescribed, leading to accessible opioids in young Americans’ homes. Music and videos glamorized opioid use. 

But above all? Two deep-rooted, and potentially deadly,  misperceptions held by our audience: Opioids aren’t that addictive. And addiction will never happen to me. 

Simply put, young people underestimated the addictive power of opioids, and overestimated their willpower against it. 

Our objective was to change their minds. 

Treatment Box set out to make young adults face the opioid crisis by placing them inside the treatment room as they observed a real medically supervised detox.

We told the story of Rebekkah, a 26 year old fighting opioid addiction. Her journey through her recovery was powerful, yet personal and relatable. As a high school athlete, she injured herself in gymnastics and was exposed to opioids as she recovered from her injury – something that could happen to any young person.

Using groundbreaking, first-of-its-kind technology we created the illusion that the traditionally private detox room had no walls, giving passersby an intimate look at Rebekkah’s battle with addiction.

By letting American youth see her journey live in public, we disrupted their everyday experience with the opioid epidemic – and helped them realize addiction could happen to them. 

The campaign garnered 35MM+ videos views. With 1.5MM+ social engagements, Treatment Box beat out truth’s next best comparable campaign by 145%. 

Most importantly, we drastically changed young people’s perceptions and actions towards opioids. 8 weeks post-launch, our audience showed:

36% increase in agreement with the statement “Anyone can become addicted to prescription opioids” 

46% increase in agreement with the fact that “Opioid dependence can happen in just five days.”

40% more likely to look up information about the opioid epidemic 

29% more likely to talk to a friend about the opioid epidemic 

While the road to beat this threat is long and challenging, change starts with individuals. We set out to save lives, and starting with Rebekkah’s, we hope to continue to spread lifesaving information across the United States.