WORK FOR GOOD CUT

855-HOW-TO-QUIT-(OPIOIDS) - Anzen Health
Healthcare

Shortlist

Title:	855-HOW-TO-QUIT-(OPIOIDS)
Brand:	Anzen Health
Product/Service:	Healthcare
Client:	Anzen Health LLC.
Agency:	SERVICEPLAN GERMANY / MEDIAPLUS GROUP
Production Company:	JOJX
Sound Company:	DaHouse Audio
Release Date:	2024-09-10
Individual Credits:	Alex Schill, Chief Creative Officer, SERVICEPLAN GROUP
Individual Credits:	Camille Nizet, Art Director, SERVICEPLAN GERMANY
Individual Credits:	Tanvi Phalak, Art Director, SERVICEPLAN GERMANY
Individual Credits:	Rohil Borole, Art Director, SERVICEPLAN GERMANY
Individual Credits:	Kai West Schlosser, Art Director, SERVICEPLAN GERMANY
Individual Credits:	Shruthi Subramanian, Copywriter, SERVICEPLAN GERMANY
Individual Credits:	Javier Granados, Copywriter, SERVICEPLAN GERMANY
Individual Credits:	Lorenz Langgartner, Executive Creative Director, SERVICEPLAN GERMANY
Individual Credits:	Franz Röppischer, Executive Creative Director, SERVICEPLAN GERMANY
Individual Credits:	Dennis Fritz, Creative Director, SERVICEPLAN GERMANY
Individual Credits:	Margarita Nikolajeva, Junior Motion Designer, SERVICEPLAN GERMANY
Individual Credits:	Michal Kuśmierz, Junior Motion Designer, SERVICEPLAN GERMANY
Individual Credits:	Maximilian Florian Schöngen, Chief Creative Officer, MEDIAPLUS GROUP
Individual Credits:	Tamara Alesi, CEO, MEDIAPLUS NORTH AMERICA
Individual Credits:	Enza Chiodi, US Chief Client Officer, Talon
Individual Credits:	Michel May, CEO, Anzen Health
Individual Credits:	Erika Ball, Founder, We Are Those People
Individual Credits:	John Roescher, CEO, Raw Materials
Individual Credits:	Jennifer Allen, COO, Raw Materials
Individual Credits:	Pablo Marques, CCO, Raw Materials
Notes for Judging:	BACKGROUND After three decades, the Opioid Epidemic in the United States is worse than ever before: More than 6.1 million people suffer from opioid use disorder. Every 6 minutes, someone dies from an overdose. However, because some people rely on them for valid medical reasons, opioids will remain widely accessible. Also, every pill in the US comes with a mandatory unique imprint code, such as OP for oxycodone, IP33 for codeine, or C for fentanyl. These codes are often used as “street names” for the actual opioids. For healthcare consultancy Anzen Health, founder of the 855-HOW-TO-QUIT-(OPIOIDS) initiative, this goes beyond a CSR measure, as the campaign in the end also directs public attention and potential clients to rehabilitation facilities, many of which are part of Anzen Health’s client portfolio. CREATIVE IDEA 855-HOW-TO-QUIT. A helpline that reaches people suffering from addiction in the most critical moment – when they have a pill in their hand. It turns the object of addiction into a way out, by using the mandatory imprint codes on opioid pills into phone extensions: codeine (IP33) is dialed as 4733, oxycodone (K9) as 59. The caller then hears the story of someone who managed to quit that very pill – live whenever the survivors’ availability allows, pre-recorded for 24/7 service. Always followed by live advice from experts and concrete treatment options in the caller’s area. INSIGHTS & STRATEGY* Insight: In the US every pill comes with a mandatory unique imprint code, such as OP for oxycodone, IP33 for codeine, or C for fentanyl. These codes are often used as “street names” for the actual opioids. Creative Strategy: Use imprint codes as phone extensions for a recovery helpline. Turning the object of addiction into a way out, to reach people in the most critical moment: when they have a pill in their hand. Data gathering: In collaboration with NGOs and clinics, local prescription data was used to customize all communication to feature the most frequently used pill in that area. Target audience: 6.1 million people with opioid addiction in the US. Planning/Approach: OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots for people struggling with addiction. An emotional film brought the campaign to TV. On social media, influencers known to have quit opioids promoted the helpline to their millions of followers. EXECUTION After months of exploring, the decision was made that the pill and the number needed to be front and center. The 30 most common opioid pills were 3D rendered hyper-realistic for easy application in any media, and the background color perfectly complements the color of the pill. A custom typeface with ligature was designed, with a stark vertical contrast and geometrical style, inspired by pharma design. The combination of these provides high legibility and the number acts as a call-to-action. A simple message that stays in people’s minds, whilst differentiating from all other pharma and clinic communications that rarely focus on the pills themselves. OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots. Ads featured different pills based on regional prescription data. An emotional film brought the campaign to TV. On social media, influencers known to have quit opioids promoted and even joined the helpline by sharing their personal story. A website offered all stories, more information, and multiple resources. In terms of messaging, the helpline also acts as a call to action to make the messaging most direct. RESULTS The campaign reached 182M people through OOH, film, and PR. Over 42,000 incoming calls with an average call duration of 4:07 minutes. More than 8,600 treatment referrals were placed. 237 people contacted us to share their own stories of recovery. We not only promoted the helpline, but all the partners involved in the initiative, with NGOs attending radio shows and broadcasts, and Anzen Health being mentioned by main media outlets for their efforts. Several healthcare companies, NGOs and other institutions have joined the coalition since the project’s launch. Additionally, the project has received $2,3M in public funding.
Additional Credits:	Wojciech Zalot, Creative Director, Raw Materials / Richard Mattka, Lead Creative Technologist, Raw Materials / Joanna Kinscherff, Senior Program Manager, Raw Materials / Roman Tikhonov, 3D Artist, Freelance / Michael Clasen, Type Designer, kimera / Wonder Betin, Music Supervisor, DaHouse Audio / Cassiano Derenji, Executive Producer, DaHouse Audio / Carol Masseti, Executive Producer, DaHouse Audio / Lucas Mayer, Music Director, DaHouse Audio / Silvinho Erne, Music Producer, DaHouse Audio / Rodrigo Lemos, Music Producer, DaHouse Audio / Oliver Würffell , Director, JOJX / Jackson Morton, Executive Producer, JOJX / Joe Care, Executive Producer, JOJX / Pedro Aragão De Oliveira, Executive Producer, JOJX / Tara Spencer, CFO, JOJX / Mary Katherine Wise, Production Manager, JOJX / Karsyn Joy Reynoso, Office Coordinator, JOJX / Sabine Gwinner, Global Head of Creative Operations, SERVICEPLAN GROUP / Martina Ahrens, Senior Creative Operations Manager, SERVICEPLAN GROUP / Susan Horn, Creative Operations Manager, SERVICEPLAN GROUP / Alexandra Grimm, Junior Creative Operations Manager, SERVICEPLAN GROUP / Ian Rigby, DoP, Freelance / Jeffrey Stockbridge, Photographer, Jeffrey Stockbridge LLC / Tom Kubik, Photographer, Tom Kubik Photography / János Kiss, Post-production, Freelance / Quentin Lichtblau, Copy Editor, Freelance / Mariia Astraukh, Senior PR Manager, SERVICEPLAN GROUP / Oliver Thellmann, Developer, Anzen Health / Taro Taniwaki, Copywriter, Freelance / Karan Novas, PR, Tulom / Melissa Vigue, SVP, Peppercomm / Jane Austin, Founder, Persuasion Communications / Ewelina Bialoszewska, Photographer, Off Studios / Kevin Riedl, Creative Producer, Off Studios / Simon Mairhofer, Producer, Off Studios / Sahra Zobair, Creative Production Intern, Off Studios / Leo Agthe, Composer, Freelance / Michael Cruz, Gaffer, Freelance / Christopher Berger, 1st AD, Freelance / Josh Borgoni, 1st AC, Freelance / Michael Westerman, Production Designer, Freelance / Evan Davies, Key Grip, Freelance / Jim Castroo, Sound, Freelance / Gabrielle Schary, Casting Director, Freelance / Wade Hendrickson, Casting Associate, Freelance / Leanne Amos, Line Producer, Freelance / Elisabeth Compton, Production Supervisor, Freelance / Daphne Gomez, Asst. Production Supervisor, Freelance / Maddy Graves, Asst. Production Supervisor SF, Freelance / David Weber, Location Scout, Freelance / Christian Powell, Location Manager, Freelance / Seanna Lanagan, Production Assistant, Freelance / Andrew Dirk, Production Assistant, Freelance