Reducing Stigma Around Opioid Substance Abuse

Today, more people die from opioid overdoses than car accidents in Fairfax County, Virginia. The County’s Office of Public Affairs chose ERG to create a public education campaign to help address the crisis.

ERG developed the CouldBeYou Project, a campaign aimed at reducing the stigma people who are struggling with substance abuse often experience. ERG developed all creative for the campaign, including a website, videos, social media ads, posters, and transit advertising. We also created compelling testimonials telling the stories of real people struggling with opioid substance abuse and a toolkit to help other communities replicate the campaign. Campaign ads on Facebook, Instagram, Snapchat, Twitter, and YouTube were viewed more than 8.5 million times.