The OMA joined a number of organizations in launching this week a campaign to combat the scourge of opioid addition. The effort is a multi-million dollar media campaign designed to engage parents and caregivers in preventing the use of opioids among our youth.
Initial funding comes from a $2 million contribution from the Nationwide Foundation. The initial focus of the campaign will be Franklin County.
The media campaign — developed by Ogilvy, in collaboration with addiction experts and Ohio parents — is based on research that indicates most people are aware of the opioid crisis, but significantly underestimate the risk opioids can pose to their own children and family. Many parents admit to having a “not my kid” mindset, leading them to overlook the importance of preventative measures.
The setting for the media campaign is the fictional town of Denial, Ohio. The advertisements depict the residents of Denial, Ohio, who reveal their beliefs that the opioid crisis won’t impact their children. Viewers are urged to visit DontLiveinDenial.org to learn how to discuss opioids with their children and how to properly dispose of or safeguard prescription drugs.
View one of the ads. 6/21/2018