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855-HOW-TO-QUIT-(OPIOIDS)
Anzen Health, 2024
Turning the object of addiction into a way out.
Every 6 minutes, someone in the US dies from opioid overdose. 855-HOW-TO-QUIT is a toll-free helpline intended to reach people in the most critical moment – when they have a pill in their hand. Each pill comes with a unique identifier imprinted, such as OP for oxycodone, IP33 for codeine, or C for fentanyl.
The helpline transforms these imprint codes into phone extensions, connecting those who struggle with addiction with those who managed to quit that very pill.
Role:
Concept, art direction, design concept, strategy, project management, outreach, pitch development, sourcing, client communication, PR, experience design, identity design, digital design, UX/UI, audio production, photo & video production, print production, digital production



Helpline
The helpline features 30 survivors talking about their experience with one of the 30 most prescribed pills. Live whenever their availability allows, pre-recorded for 24/7 service. A general recorded story covers misdials and pills not yet included, as new pills are continuously added. Callers can also get more information on the pills and the project, as well as talk to experts for professional live support.





Stories
Beyond live support, the helpline features over two hours of recorded stories, carefully selected together with experts to reflect the diverse demographics of addiction. Each story begins with a reflection on the pill imprint code to strengthen the emotional connection, then focuses on one of 15 treatment options. In the end, callers can get more information, as well as talk to experts for professional support.




OOH
The campaign leveraged the familiarity of the pill imprint codes within the target group, resulting in a simple, powerful design. Focusing on just the actual helpline – which also acts as call to action – made the messaging direct. Featuring different pills highlighted the accessibility of the helpline. This simple visual concept allowed use in diverse environments and formats, including animations and digital.






Media
Local prescription data was used to customize all communications to feature the most frequently used pill in that area. OOH ads were placed in contextually relevant spots, like near pharmacies and known meeting spots of 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.

PSA film
The PSA film brought the initiative to TV, displaying the vast demographic affected by the crisis and the innovative approach to fighting against it. Renowned director Oliver Würffell created a 60-second film depicting the struggles of opioid addiction. The VFX were carefully crafted to reflect the visceral feeling of withdrawal symptoms with the vivid color palette of opioid pills.
Website
The website 855-how-to-quit.org works as the campaign hub. It features recordings of all 30 stories along with transcripts, interactive editorial content, extensive resources, as well as various ways to support the initiative, by advocating, volunteering, or even sharing your own story.




Design
Contemporary typeface Waldenburg was chosen and customized, for its strong humanist and organic character, and geometrical style inspired by pharma design. Its extreme x-height improves legibility and maximizes compatibility for different media, especially for OOH seen from afar. Custom ligatures were designed to integrate the pills into the design seamlessly with a complementing color palette for each and every pill.











Photography
The editorial section of the website features photography from Jeffrey Stockbridge, a renowned photojournalist who has been documenting the lives of those struggling with addiction on Kensington Avenue in Philadelphia for over 10 years.






BTS
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Credits:
Serviceplan Innovation, Raw Materials, kimera, JOJX, JAMM, DaHouse Audio, Jeffrey Stockbridge, Off Studios, Tom Kubik, Mediaplus Group, Tulom