CANNES WINNERS: Unveiling the '855-HOW-TO-QUIT-(OPIOIDS)' Campaign

• What was the brief for the '855-HOW-TO-QUIT-(OPIOIDS)' campaign, and how did the idea originate?

Javier: "Anzen Health, known for hospital and clinic procurement, expanded to technology solutions post-COVID. They partnered with Serviceplan for a CSR initiative to highlight their services and encourage healthcare collaboration. The idea was sparked by the U.S. pill coding mandate, leading to a helpline against the opioid crisis. The campaign focused on pill design to promote the helpline, a risk that proved successful and communicated the message effectively. Thus, the source of the problem became the way out."

• How did you gather support for this initiative?

Javier: "The CSR initiative quickly gained support, forming partnerships with NGOs, media, design studios, and photographers, including one recognized by the New York Times. The project's reach grew as more partners joined, creating a self-sustaining momentum."

• What challenges did you face during the campaign?

Javier: "The biggest challenge was designing a custom typeface for clarity without promoting medication. Adjustments included redesigning the 'q' and brackets to fit the style and considering pill colors against backgrounds. The aim was to balance design across formats, like dark mode, without crossing the line into medication promotion. The process involved significant trial and error to find the right balance."

• Can you elaborate on the media's role in the campaign's success?

Maximilian: "The media strategy targeted a broad U.S. audience, utilizing major outlets for nationwide reach. Each advertising touchpoint, especially billboards, engaged the public, leading to social media interaction and further online discussion. This approach significantly contributed to the campaign's success, with many calls received in the initial weeks."

• What results have you seen from the campaign so far?

Since its launch in March, the campaign has maintained privacy due to its medical nature, encouraging anonymous help-seeking. Early indicators show individuals starting their recovery, with NGOs involved. Social media has played a crucial role, with empowering stories shared, increasing helpline awareness.

• What is the campaign's impact?

Maximilian believes the campaign's success lies in the real collaboration between media and creation. He attributes 70% of the impact to creativity, with the rest shared between the right format, audience, and timing. For this kind of project, the successful approach comes from the importance of a top-down leadership in fostering a culture of creativity and collaboration across various disciplines. It's about senior management not only endorsing but actively participating in the creative process, setting an example that every role contributes to innovation inside and outside the company. 

The campaign has won 1 Gold Lion, 1 Silver and 3 Bronze in the categories Design, Direct, Media and Outdoor at the Cannes Lions.

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