Anzen Health took an innovative approach to connecting those in need of recovery services with the help they needed through a unique helpline.
Anzen Health's primary goals with its campaign were to increase awareness of addiction recovery services, encourage engagement with its helpline, and facilitate treatment referrals.
Key performance areas included reach, call volume, call duration, and treatment referrals. Anzen measured success by tracking the number of people reached through various media channels, the number of calls received, the duration of those calls, and the number of treatment referrals made.
Within the first month, the campaign aimed to reach millions across the United States, generate thousands of calls, and make hundreds of treatment referrals, contributing to a broader goal of reducing opioid addiction rates nationwide.
"855-HOW-TO-QUIT" was the first campaign of its kind, with a new form of auditive help.
The opioid epidemic in the United States has reached critical levels, with more than 6.1 million people affected and an overdose occurring every six minutes. Despite numerous support and treatment options, the challenge lies in reaching individuals at the moment they are about to use opioids and motivating them to seek help. The 855-HOW-TO-QUIT campaign addressed this issue by leveraging a unique insight: Every opioid pill in the U.S. has a mandatory imprint code that can be used as a phone extension. This insight led to a novel intervention method, providing immediate and accessible support exactly when it was needed most. The campaign was developed by Anzen Health in collaboration with NGOs, activists, artists, and media companies, using regional prescription data to tailor communications and maximize relevancy.
The target audience included individuals suffering from opioid addiction (6.1 million people), primarily aged 18 to 45, across diverse socio-economic backgrounds and geographic locations, particularly in areas with high opioid prescription and abuse rates.
Secondary audiences included families, support networks, health care providers, NGOs, and community leaders. This broad demographic was united by the critical need for immediate, accessible support and a willingness to seek help when directly engaged at a vulnerable moment.
Anzen's creative and media strategies worked together seamlessly to reach the company's specific audience by leveraging the unique imprint codes on opioid pills to create personalized, immediate connections through the helpline. The media strategy focused on a multi-channel approach:
These channel choices were ideal for capturing attention and providing support where and when it was needed most. Anzen's communications strategy adapted in real time based on call data and regional prescription trends, ensuring messages remained relevant and powerful.
The 855-HOW-TO-QUIT campaign utilized innovative technology and strategic media placements to achieve significant results. The campaign's core execution involved using mandatory imprint codes on opioid pills as direct phone extensions, providing immediate, personalized support.
The campaign allocated a significant portion of its budget to mobile and digital platforms, recognizing the importance of mobile accessibility for the target audience. This approach ensured that the helpline and its resources were readily available at any time, particularly on mobile devices, which were frequently used by individuals seeking health information. The campaign operated with a budget bolstered by donated media spaces, ensuring cost-effectiveness while maximizing reach. All partners worked pro bono or at reduced rates.
Anzen's innovative use of imprint codes on opioid pills as helpline extensions offered a unique and effective intervention method. This approach is now being considered for future public health initiatives due to its proven ability to provide immediate, personalized support and facilitate connections to treatment services. Additionally, the project received $295,924 in public funding, underscoring its impact and potential for scalability.
Consumers received the campaign positively, as evidenced by the high engagement rates: Within the first four weeks, the campaign reached 137 million people and generated over 8,000 calls to the helpline. Additionally, the campaign facilitated more than 3,600 treatment referrals, demonstrating its effectiveness in connecting individuals with necessary recovery services.
