Note: the linked YouTube playlists had been renamed.)

Two YouTube playlists are linked in this entry:  the  Addictions playlist and the Canadian Addictions Crisis playlist. The Addictions playlist includes both longer-form clips from the documentary and short pre-roll clips, whereas the Canadian Addictions Crisis playlist includes only the latter.]]> Saskatchewan Union of Nurses (SUN)]]> "Addictions" YouTube playlist page:
https://www.youtube.com/playlist?list=PLhn3oDV7X99FPkS7EOezq-Cmkw7_c7GgP

"Addictions" YouTube video playlist:


"Canadian Addictions Crisis" YouTube playlist page:
https://www.youtube.com/playlist?list=PLhn3oDV7X99GJe6V_GR8LVWOxCjv98VSv

Campaign site (defunct):
https://makingthedifference.ca/addiction-and-crisis]]> Social Marketing]]> English]]> Curated Stories]]> State/Provincial]]> General Public]]> Opioids Don't Discriminate campaign is an interactive experience held in Strathcona County, where visitors were able to walk and follow the stories of three individuals affected by the opioid crisis, reading vignettes and seeing events unfold in environmental models (including a car accident, a teenager's bedroom and an emergency room). Based on real experiences in the community, these stories followed a well-to-do father who spirals into opioid addiction after being prescribed opioids for a recreational hockey injury, a teenager who succumbs to opioid addiction after struggling with a new life, and the teenager's mom who had to navigate through the near-death experience of her child. Visitors also filled out pre- and post-experience surveys, with results indicating that most having gained a better understanding of and greater empathy for those fighting opioid addiction. Through six days, this exhibit attracted more than 1200 participants and inspired the making of a "do-it-yourself" kit on how to create similar exhibits, leading to recreations of this experience in other municipalities around the province.]]> Strathcona County Family and Community Services]]> Campaign Development YouTube video :


Campaign Creator site:
https://www.strathcona.ca/community-families/community-programs/drug-strategy/

Alberta Doctors' Digest article on the exhibit:
https://add.albertadoctors.org/issues/september-october-2019/opioids-dont-discriminate-interactive-experience/

Sherwood Park News article on awards:
https://www.sherwoodparknews.com/news/local-news/countys-opioids-exhibit-receives-high-praise

Campaign "Do-it-yourself" Kit (will automatically download):
https://www.strathcona.ca/files/files/fcs_oddie-diy-kit-spreads.pdf]]> Interactive Experience]]> English]]> Dramatized Story]]> County/Regional]]> General Public]]>
  • Altered sub tag line from "Anyone is at risk of an overdose" to "If you or someone you know uses opioids"
  • Adjustments in harm reduction tips language
  • Inclusion of National Overdose Response System (NORS) phone numeber in newer version
  • Replacement of one darker haired woman stock image from the photo banner with a lighter haired woman stock image

(i) Campaign goals- To reduce opioid-related deaths in Saskatchewan, promote treatment services (including the take home naloxone kit program and addictions services), build awareness of the Good Samaritan Act, and reduce stigma.

(ii) Target audiences- Adults, ages 19-59; family and friends of people who misuse opioids, and health care providers.

(iii) Mediums – Resto-bar posters, Facebook and Instagram video ads, YouTube video ads, Google ads, and cinema ads.
Opioid information as well as campaign poster can be viewed here:

www.saskatchewan.ca/opioids

]]> Government of Saskatchewan: Department of Health]]> Related Website (featured on campaign posters):
https://www.saskatchewan.ca/opioids]]> Social Marketing]]> English]]> Images and Messages]]> State/Provincial]]> General Public]]> Peer2Peer (BCCDC/Toward The Heart)]]> "Compassionate Action: An Anti-Stigma Campaign" YouTube Playlist:
]]> Campaign webpage:
https://towardtheheart.com/peer2peer-project (scroll to the bottom of the page for anti-stigma campaign description)]]> Web-based Only]]> English]]> Dramatized Story]]> County/Regional]]> Service Providers]]>
A second wave of this campaign was also orchestrated in 2021, expanding the conversation about the opioid crisis in Grande Prairie to 14 YouTube videos, with a larger focus on local indigenous PWLLEs and youth. In addition to being released on the City of Grand Prairie's YouTube channel, these videos are included on the campaign website with a supplementary facilitator's guide to accompany screenings of the video series.]]> City of Grande Prairie]]> "Critical Condition: The Opioid Crisis in Grande Prairie" Youtube Playlist (1st phase of campaign):]]> Campaign website (2nd phase of campaign):
https://everyoneisimpacted.com/videos/]]> Longer Documentary]]> English]]> Curated Stories]]> State/Provincial]]> General Public]]>
"Delaney – Registered Nurse – Small Town Anywhere" briefly features a nurse, emphasising that anyone can fall susceptible to addiction and that more resources are needed to provide better outcomes for clients. Presumably, this was a scene that was cut from the original "Making the Difference: Small Town Anywhere" documentary.]]> Saskatchewan Union of Nurses (SUN)]]> "Making the Difference: Small Town Anywhere" YouTube Playlist:
]]> ]]> Social Marketing]]> English]]> Curated Stories]]> State/Provincial]]> General Public]]> On peut tous agir pour sauver des vies" (We can all do our part to save lives).

One 30-second video was released on YouTube, depicting a female narrator who "reverses" a somber funeral for an overdose victim and explains that there is "no need for death", mirroring the consequences that the audience could have if they reached out to help those at risk in the opioid crisis. This video emphasizes how there could have been "no need" for the funeral of a middle-aged, middle-class appearing male if his friend had been there to adminster Naloxone to save his life when he overdosed. Another 30-second video (still available on Facebook) uses a darker and more urgent tone. This video starts off with an eerie pan through a deserted and run-down building before turning a corner to focus on a young man who appears to have died of an opioid overdose. The voiceover suggests that abuse of drugs from the "black market" or "without a prescription" kills "people like him" (suggesting street-based users) but then the camera makes a left turn and zooms in through a torn hole in the wall to focus on the same middle-aged, middle-class appearing man as in the other video, apparently overdosed and dead on a living room couch. The voiceover continues, "it also kills people like him and others", playing on the 'shock' of a non-stereotypical drug user dying of an opioid overdose alone and at home. The video concludes with the message that one overdose death occurs per day in Quebec.  

In addition to the videos, three posters were released: two were released at launch (posters 1 and 2) and another poster was released in 2021 (poster 3). In poster 1, a dark backdrop is paired with an opioid pill that has a morphed, anguished face on one side, described as "la face cachée des opoïdes" (the hidden face of opioids). Below this pill, the poster contains text explaining that (1) prescription opioids are effective pain relievers but should be used with caution and (2) black market opioids are responsible for one death per day in Quebec. Alternately, posters 2 and 3 feature a single naloxone nasal spray in front of a brightly coloured background, with text that emphasises that we can reverse overdoses by using naloxone, and explaining what naloxone is and where to find it. 

A government webpage was also included on all campaign materials, hosting information on the following opioid-related topics:
  • Description of opioids and consumption patterns
  • Risks of prescribed opioids and how to limit them
  • Risks of black market opioids and how to limit them
  • General precautions when using drugs
  • How to identify an opioid overdose
  • Opioid addiction and treatment
  • Additional resources
]]> Ministry of Health and Social Services, Government of Quebec]]> Campaign YouTube video (no longer accessible):
https://youtu.be/MGCJRsPNxME
Facebook post with campaign video:
https://www.facebook.com/watch/?v=345534662837428
Campaign poster 1:
https://publications.msss.gouv.qc.ca/msss/fichiers/2018/18-002-13F.pdf
Campaign poster 2:
https://publications.msss.gouv.qc.ca/msss/fichiers/2019/19-002-13F.pdf
Campaign poster 3: 
https://www.facebook.com/CISSSOUTAOUAIS/photos/a.1771256723187626/2904727909840496/?type=3


Campaign-related webpage:
Quebec.ca/opioides

Official press release (March 4, 2019):
https://www.msss.gouv.qc.ca/ministere/salle-de-presse/communique-1758/ 

Popular press description of campaign:
https://www.tvanouvelles.ca/2019/03/04/surdoses-dopioides-quebec-lance-une-nouvelle-campagne-de-sensibilisation]]> Social Marketing]]> French]]> Dramatized Story]]> State/Provincial]]> General Public]]>
  1. Opioid misuse affects everyone
  2. Drug addiction is a disease of despair
  3. Public knowledge of opioid addiction resources is lacking
This digital campaign featured concise segments of educational information, pairing of key statistics with contextual imagery, and a local resources section for those affected by opioid addiction. The website linked above is not the direct campaign website, but is Massive Media's page that contains sample pictures of the original campaign and their notes on the development and web design of the original campaign.]]> Peace River Victim Services ]]> Campaign developer notes by Massive Media: 
https://engagemassive.com/cases/eye-of-the-storm/]]> Social Marketing]]> English]]> Images and Messages]]> County/Regional]]> General Public]]>
For this camapign, a blog was also posted under the Stories of Youth Addiction Section of the Boys and Girls Club website. It outlines the premise of the campaign, who the campaign would be beneficial to and why they believe awareness and understanding is important to finding solutions to addiction.]]> Boys and Girls Club of Charlottetown]]> "Innocence Lost: Stories of Youth Addiction on PEI" YouTube Video Playlist:

]]> Campaign website:
https://charlottetownbg.com/innocence-lost-stories-of-youth-addiction-on-pei/]]>
From BGCC Blog: "We encourage community members to use and distribute it and can also lend DVD copies to groups if needed. The video tells real stories, some of which are disturbing and highly emotional. We encourage adults to watch it and use their own discretion in whether or not it is appropriate for the population they wish to share it with."

Video is available to the public on Youtube under the user Lowell Productions.

]]> Longer Documentary]]> English]]> Curated Stories]]> State/Provincial]]> General Public]]> Brantford Substance Users Network (BSUN)]]> Facebook Post: https://www.facebook.com/BrantfordSubstanceUsersNetwork/photos/2628672244023182

]]> Social Marketing]]> English]]> Images and Messages]]> City]]> General Public]]>