10-Foot-Tall Prescription Pill Bottle Highlights the Risks of Opioids

Many people know the US heroin epidemic is a growing problem, but they don't realise how it starts. For four out of five people who use heroin, it starts with a seemingly safe opioid (i.e., painkiller) prescription, which is why it’s important for people to understand the dangers before they even fill or take a prescription.

That’s why a 10-foot-tall prescription pill bottle was recently erected in Downtown Cleveland’s Public Square to demonstrate how opioid addiction is impacting Americans from all walks of life. Now, the task force of communications professionals from local hospitals, Cuyahoga County in Ohio, the US Attorney's Office and the Medical Examiner's Office behind the effort want to further public awareness by expanding a PSA campaign that is showing how seemingly safe prescriptions are at the root of a growing epidemic. 'Know the Risks' is a message they are looking to spread in Cuyahoga County and nationally through partnerships with hospitals, events and digital.

The effort is part of a larger year-long campaign created in partnership with creative agency Doner to flip the narrative of anti-drug campaigns. By focusing on prevention rather than treatment, the ads are designed to shift perceptions of pill bottles from 'safe' to something of potential risk. They also worked with renowned photographer Dave Krovblit to create provocative print ads depicting a pill bottle as a grenade and a gun barrel.

Most campaigns focus on the addict or recovering addict, but in the case of opioids, anyone from any background can get hooked before they even know the dangers. In Cuyahoga County alone, there were more than 500 opioid-related overdose deaths in 2016, and the area is projected to see up to 850 overdose deaths before the end of the year. With the objective of early intervention, this new campaign is targeting the masses.

To date, the estimated value of the pro bono campaign and donated media is more than $1.5 million.