Our team's purpose through this campaign was to speak directly to current and prospective opioid abusers through a personal approach. By using relatable quotes in the headline the initial thought will be of a hurtful relationship, whilst the body copy redirects the narrative to opioid abuse. The touch-points of this campaign will reach the walls of rural areas such as Wilmington, North Carolina and larger neighborhoods such as The Tenderloin in San Francisco.
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