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The opioid and heroin epidemic has affected countless families across the country and St. Louis isn’t immune from its effects with more than 700 dying from opioid-related causes in 2016 alone. As we evaluated the current messaging and strategies designed to combat this issue on a local and national level, we noticed a trend: Many existing efforts focused on the devastation and death that these substances cause, but lacked any concrete steps people could take to combat the issue.
Dovetail partnered with NCADA (National Council on Alcoholism and Drug Abuse) to create an innovative new prevention campaign to tackle the opioid and heroin epidemic in St. Louis.
The Talk About It campaign takes a new approach to raising awareness about substance use. Instead of focusing on the mortality and other severe complications that occur after a person starts misusing substances, Talk About It tackles the issue with a preventative approach by giving parents the resources to talk to their families about drug and alcohol use.
Our main goal was to present the information in a way so families won’t feel overwhelmed or alienated by the content.
“We put a lot of work toward simplifying our message,” explained Scott Leisler, President and Chief Creative Officer. “It’s all about approachability. Parents that talk with their kids about drug and alcohol abuse can reduce their chances of misuse by up to 50%, according to research. We want to give families an easy and convenient way to begin these conversations.”
Campaign resources include free age-specific talking kits that provide helpful facts and conversation starters, a responsive microsite that—along with hosting the talking kits—gives visitors more information about the movement, the opioid epidemic, and all of the partners that made this movement possible.
After debuting during the Super Bowl, the Talk About It campaign message has been distributed around the St. Louis region through billboards, digital and social media, giant pill bottle displays and street teams helping to spread the importance of prevention. Our team is still working closely with NCADA and other organizations to adapt and implement Talk About It across the state and around the country.
To learn more or get involved, please visit TalkAboutItSTL.com