During this summer’s Cannes Lions, Serviceplan‘s work for Anzen Health, 855-HOW-TO-QUIT-(OPIOIDS), took home several Lions across a number of categories.
While the wins were worth celebrating, what was behind the campaign to help individuals struggling with opioid addiction was a much bigger win. In a world where ideas truly matter, 855-HOW-TO-QUIT-(OPIOIDS) stands out as a shining example of what can happen when passion, creativity, and purpose align.
But how did the idea come to life? What was behind the work? What were the results? Several members of the Serviceplan team, design agency Raw Materials and the founder of Soberdogs Recovery joined us to go deep into the campaign and the stories of hope because of it.
Joining us were:
- Tamara Alesi, CEO of Mediaplus North America
- Max Schöngen, Global Creative Lead at Mediaplus
- Kyle Ruggeri, Founder of Soberdogs Recovery
- Joanna Kinscherff, Creative Director at Raw Materials
- Wojciech Zalot, Creative Director at Raw Materials
Topics include:
The Crisis: A Grim Reality
The opioid crisis is far from over. Every six minutes, someone in the United States dies from an overdose. As Ruggeri, a campaign collaborator and someone in recovery himself, points out, “People have been prescribed something that kills them.” For those struggling with addiction, the challenge isn’t just quitting but doing so in a moment of crisis with a pill in hand.
A Helpline Like No Other
“855-How-To-Quit” stands out because it leverages a unique approach: turning the object of addiction into a lifeline. Each opioid pill has a mandatory imprint code, which the campaign uses as phone extensions. These extensions connect callers to survivors who have successfully overcome addiction to that very same pill. “Hi, my name is Brian, and I quit using Oxycontin,” begins one of the calls. The program also offers expert advice, treatment options, and a support network to help navigate the often-turbulent path to recovery.
Targeted Media Campaign
The helpline was promoted through a nationwide, integrated media campaign. The strategy was about visibility—ads were strategically placed next to pharmacies, in hot spots, and based on regional prescription data. Social media also played a significant role, with prominent survivors sharing their stories and even joining the helpline. Kinscherff, a key figure in the campaign, notes, “There are so many resources available, but the challenge is reaching people at the critical moment they need it.”
Important Results
The results have been remarkable. Within the first four months, the helpline received over 30,000 calls, with 5,000 people referred to treatment—35% more effective than other helplines in the space. Furthermore, the campaign received $50 million in free media space for 2024, allowing it to reach millions more people across the country.
Lessons Learned and Moving Forward
The success of “855-How-To-Quit” is a testament to the power of collaboration. As Alesi puts it, “Don’t ever think you’re too busy to participate and collaborate.” The initiative’s success relied on various partners working together with a shared mission—to save lives, one pill at a time.
Schöngen adds, “Purpose is a never-ending story.” The work is far from done, and the fight against the opioid crisis continues.
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Doug Zanger is the founder and editor-in-chief of Indie Agency News. He is also the founder of the Creative Bohemian consultancy, lives in the Pacific Northwest and is insufferable about it.
