New Mexico State PSA for Opioid Abuse Prevention
Role: Art Direction / Design / Animation
The ClientEsparza Marketing and Advertising is a renowned digital advertising agency based in Albuquerque, New Mexico. Known for their innovative creative direction, Esparza played a key role in the development of this impactful PSA. The Dose of Reality Campaign, launched by PKPR in 2014, aims to combat the rising rates of opioid overdoses in New Mexico by raising awareness among teens about the dangers of prescription painkillers. Over the years, the campaign has expanded its messaging to cover prevention, safe medication disposal, naloxone usage to prevent overdoses, and the recovery process through medication-assisted treatment. The campaign has become a trusted voice in New Mexico, providing a comprehensive approach to tackling the opioid crisis across all marketing channels.
The Brief
The goal was to design and produce a :30 PSA for both television and the web, conveying the overwhelming nature of recovery from opioid addiction. Esparza led the creative direction, while we were tasked with defining the visual style and overall tone of the spot.
The Challenge
One of the primary challenges was creating a character that was both relatable and generic enough to represent a wide audience. We needed a style that was animated but avoided a cartoony look, ensuring the tone remained serious and respectful of the topic at hand.
The Delivery
The final PSA was highly successful, resonating with viewers and running for over two years. Its effectiveness in engaging the audience helped amplify the important message of the recovery process and its challenges, contributing to the continued success of the Dose of Reality Campaign.