4 10 31 https://antistigma.info/files/original/4ec130590ce2bcde80bd9671d080b6ac.jpg 152d47ac3b14962e13df3fd1b503154c Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Anti-Stigma Campaigns (2009-2020) Still Image A static visual representation. Examples include paintings, drawings, graphic designs, plans and maps. Recommended best practice is to assign the type Text to images of textual materials. Location The location of the campaign British Columbia Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Stop Overdose BC Description An account of the resource This anti-stigma campaign was developed by BC's Ministry of Mental Health and Addictions and launched in January 2018. The social marketing campaign's materials included two TV spot PSAs, an initial roll-out of four posters/social media ads (coloured backgrounds) and a follow-up campaign refresh that slightly changed poster wording and added an additional poster ("Uncle"). The campaign was heavily promoted through partnerships with provincial transit authority Translink (i.e. large posters on bus stops and at train stations) and through two major sports teams the Vancouver Canucks and BC Lions (e.g. promotion at sporting events, posters on the exterior of sports arenas). Creator An entity primarily responsible for making the resource BC Ministry of Mental Health and Addictions Date A point or period of time associated with an event in the lifecycle of the resource 2018-01-01 Contributor An entity responsible for making contributions to the resource <a href="https://tractioncreative.com/" target="_blank" rel="noreferrer noopener">Traction Creative Communications</a>, Art Director &amp; Designer <a href="http://katemarlowe.ca/portfolio/stop-overdose-bc/" target="_blank" rel="noreferrer noopener">Kate Marlowe</a> Relation A related resource MMHA produced at least two follow-up campaigns that were broadly related to "Stop Overdose" and targeted specific groups (Punjabi and Chinese speaking communities, Men). At least five campaigns in Ontario were based broadly on the creative concepts developed for this campaign (e.g. use of the "People who use drugs are real people" tag line and presenting stock images alongside words denoting relational roles) Language A language of the resource English Type The nature or genre of the resource Images and Messages Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant State/Provincial Subject The topic of the resource Overdose Crisis Source A related resource from which the described resource is derived The landing page is no longer campaign-specific.<br /><a href="https://www.stopoverdose.gov.bc.ca/">https://www.stopoverdose.gov.bc.ca/</a> Rights Information about rights held in and over the resource Copyright © 2021, Province of British Columbia. All Rights Reserved. Format The file format, physical medium, or dimensions of the resource Social Marketing Audience A class of entity for whom the resource is intended or useful. General Public 2 to 5 PWLLE 2 to 5 total individuals featured 70-99% Middle & Upper class 70-99% White Addiction Does Not Discriminate Age Mixture Includes Older Adults (60+) Increases Overdose Risk Mostly PWUD Other Identities Prejudice/Stereotypes/In your head Stock Photography