Maryland Department of Health - Naloxone

The Maryland State Ad Agency (MSAA) designed and executed an advertising campaign for the Maryland Department of Health (MDH) to raise awareness about Naloxone, a medication designed to rapidly reverse an opioid overdose. Carrying Naloxone can save a life. Due to the sensitive nature of the topic, MSAA needed to create the messaging without using any words or images that could possibly trigger a relapse on the part of an addicted individual (for example drugs or paraphernalia). MSAA spent hours researching and planning so that we could immediately formulate the campaign once the client greenlit the effort.
The target demographic for the campaign was 18+ years of age, 50% males and 50% females. Selected media included broadcast TV, cable TV, OTT, audio streaming, broadcast radio and gas station media services throughout Maryland.
Overdoses happen in families and neighborhoods every day. MSAA was very proud to deliver this important message statewide and the campaign helped reduce the number of overdoses in Maryland.