Reducing Stigma Around Opioid Substance Abuse

Stop the Stigma; Opioid Addiction is Treatable photo

Project Brief

The Challenge

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's Solution

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.


Fairfax County, Virginia