Following the successful Opioid Painkiller Addiction Awareness Day in 2015, markettiers worked to continue building awareness through 2016.
Challenge:
Tonic Life Communications and Indivior were looking to promote the second Opioid Painkiller Addiction Awareness Day and highlight the needs for improve patient education and awareness surrounding the risks of opioid addiction.
Solution:
Having worked on the first awareness day last year, markettiers was tasked with providing further broadcast coverage to strengthen awareness around new research that revealed almost two-thirds of people in the UK have taken commonly available opioid painkillers, but over half of them are unaware of the potential risks of addiction. We worked closely with case studies to help them tell their stories to allow for more engaging interviews so that viewers/listeners could identify more with the issue.
Results:
The campaign included a number of high profile TV slots including interviews with a case study on Sky Sunrise, Good Morning Britain and Victoria Derbyshire to talk about her addiction and the steps she is currently taking on her way to recovery. Meanwhile in the studio, spokespeople from Faces & Voices of Recovery UK, Merseycare NHS Trust and Opioid Painkiller Dependency Alliance conducted a series of broadcast interviews including talkRadio, leading regional BBCs and a host of commercial stations. Sky News Radio played the story throughout the day in their news bulletins following a pre-recorded interview with Merseycare NHS Trust.