Helping Adults with OUD Break the Cycle of Cravings: A New Behavior Change Marketing Campaign

Though opioid use disorder (OUD) affects more than 2.1 million people in the U.S., only about 7 in 10 adults are aware that treatment services are available for those with OUD, according to NORC at the University of Chicago. This leaves millions of adults with OUD left to face their chronic health condition alone without crucial support from medical experts.

To educate adults in Cook County about Medication-Assisted Recovery (MAR) and motivate those with OUD to try MAR, Prevention First and Rescue Agency developed a campaign called Rethink Recovery.

Messaging for Adults with OUD:

Audience research shows when adults with OUD try traditional methods of going “cold turkey” or tapering off, they often end up relapsing due to withdrawal symptoms such as intense cravings and other factors.

Rethink Recovery empathizes with those who feel they are stuck in a cycle of usage, desperate to recover but unable to control cravings. We show them that there is hope to end the cycle of opioid use through MAR, which can be twice as effective at helping them quit than other methods by actually reducing cravings. Watch the commercial now.

Messaging for Supporters of Those with OUD:

Rethink Recovery also provides messaging for community members, organizations, and loved ones who can help someone with OUD get MAR. In messaging testing, we found that supporters often feel helpless and struggle to know the right actions to help their loved ones with OUD. Many also believe that their loved ones are choosing to use opioids instead of getting well.

Rethink Recovery breaks through the stigma by explaining that OUD is a chronic health condition that requires medical support. Messages emphasize that underneath the opioid use, their loved one is still their sibling, parent, family, or friend. It gives supporters the hopeful message that MAR can help their loved ones break the cycle of usage. Watch the commercial to see how we did it.

If you have Opioid Settlement or Overdose 2 Action funding, you can apply those funds to work with Rescue on your next opioid prevention and treatment promotion campaign. If you’d like to learn more about our work and strategic approach, please don’t hesitate to contact us.