When Attorney General Brad Schimel of the Wisconsin Department of Justice stated that prescription opiate abuse is now a “public health crisis” in Wisconsin, we were called on to help increase awareness of the problem statewide.
What We Did
Through research efforts, AFFIRM developed the DOSE OF REALITY campaign theme which features a prescription bottle with a skull & crossbones that looks to shock target audiences. The campaign launched in September of 2015 with a series of press events across Wisconsin hosted by the Attorney General.
Within one month of the campaign launching, the results were “wildly successful” according to the AG. In fact, a record was set on Drug Take Back Day in October with a 12% increase in total pounds collected from the last Drug Take Back Day in May 2015.