Today, everyone is a storyteller.
Every day, we’re sharing millions of photos, tweets, blog posts, video diaries, and comments. Young people especially are pioneering an era of personal documentation that no other generation has before. Their lives aren’t just lives. They’re ongoing online stories.Â
Opioids are the latest threat to ending American lives. And with their high rates of accidental overdose, they’re cutting too many young lives short. Our message to young people is simple. Your story matters. To you, and to everyone in your life.  Don’t let opioids cut your story short.
Social stories and :06 YouTube pre-roll
Youthful, crowd-sourced content is cut short with our jarring message.
Student-specific print and digital display
By getting specific, we pulled teens, parents, and whole communities into the campaign.
Radio
Out of home
At bus shelters, we told stories, and cut them off through text conversations.Â
:15 streaming TV pre-roll
Together, our small stories cut short made a big impact.
Microsite
Agency: HealthPartners In-House Team
Copy: Me (Shan)
Design: Michael Long
Creative Direction: Peggy Arnson