American action, '855-How-to-Quit' has sound production in charge of the Brazilian DaHouse
Data shows that, every six minutes, a person dies in the United States as a result of the uncontrolled use of opioids. Currently, it is estimated that 2.1 million people in the country suffer from disorders due to misuse and developed addiction.
In the absence of free and effective support from the health network for this public, a coalition of entities, experts and activists was formed to launch the '855-How-To-Quit' campaign, produced by the Brazilian company DaHouse.
Created by the Munich-based agency Serviceplan Innovation, the initiative uses the letter and number codes present on the tablets of each medication to generate different telephone lines that offer support for addicts of 30 of the most popular opioids.
Supported by a communication plan present on TV and out-of-home, printed, digital and point-of-sale media, the action invites people facing the problem to type the corresponding numbers and letters on their phones, a common practice in the USA.
As an example, for more information about addiction to codena (a pill labeled IP33), the patient dials 855-469-86-7848-4733 (considering the term “how to quit” and the other letters indicated on the telephone keypad ).
When you call, you can hear reports from real people who faced the same problem due to excessive use of that specific medication and who managed, through different techniques, to get rid of the addiction.
To enhance the effectiveness of communication, the pieces gained placement optimized by geolocation. In markets like Philadelphia, for example, messages linked to fentanyl and oxycodone are more popular, given the abusive consumption of these medications.
