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A horrific surge in opioid overdoses during the COVID-19 lockdown kicked our new client into emergency mode. We were asked to do whatever we could and as fast as we could. We were tasked with letting residents know that free NARCAN, an overdose reversal drug was available to all county residents. In two weeks time, we developed a grass roots effort, produced digital and social work, and created a splash page with a controversial URL. I applaud the client for approving it.

OUR MISSION: Reach people stuck at home during the COVID-19 and let them know that NARCAN, an opioid reversal drug is available for free to all Franklin County residents in the most cost-effective way possible.

The answer? Stickers that drove residents to a splash page where free NARCAN could be ordered. We attached stickers to complimentary toilet paper. Napkins included with food deliveries. Branded delivery bags and pizza boxes. Then volunteers hit the streets to hand them the branded messaging to restaurant owners and consumers alike. ‘

Outdoor and wild postings appeared in areas near homeless populations, where opioid use is statistically high.

All the touch-points directed people to a splash page with a URL that had an equally compelling message:

FCKaddiction.com.

On a 20K budget, we were able to kick some serious awareness.

Thanks to a courageous client, two-thirds of Franklin County Residents are now aware of FCKaddiction.com site and our Franklin County Kicks addiction initiative.

In all, our work generated 5.3 million impressions.

Over 30, 000 link clicks.

A click-through rate of .57%.

Impressive numbers, to be sure. But even more impressive was the number of NARCAN kits handed out. Requests of the existing free NARCAN program increased over 700% once with the launch of our this initiative.

FCK yeah.