Mothers Against Prescription Drug Abuse (MAPDA) is a nonprofit that seeks to address prescription and illicit opioid-related use and overdoses through awareness communication programs. They drive solutions that prevent opioid-related drug abuse while focusing on prevention through education on opioid use disorder (OUD).
The digital door-to-door campaign, executed by XOMAD for MAPDA, raised awareness about OUD and encouraged public participation in MAPDA’s “Greatest Gift” Pledge, which asks participants to pledge to speak to their loved ones about the dangers of drug abuse.
The Challenge:
The Opioid Epidemic has greatly impacted communities and families throughout the nation for decades. In recent years, synthetic opioids like fentanyl and stimulants have increased the number of overdoses and deaths related to substance use.
There has been a significant public health response to reducing the numbers of deaths related to fentanyl and other opioids, but given the unpredictability of the illicit drug market, emerging street drugs, and increased difficulties in reaching and resonating with the most vulnerable communities (including BIPOC, AAPI, and Latino/Hispanic groups), the numbers are still increasing and affecting all ages, races, ethnicities, and genders.
This campaign was set against the backdrop of this growing OUD crisis, necessitating innovative approaches to reach and engage a broad audience. MAPDA sought to leverage the influence of online personalities to disseminate its message more personally and authentically, reaching audiences where they are.
XOMAD Plan:
Trusted social media messengers from XOMAD’s National Opioid Crisis Response Coalition (230+ creators), all of whom have identified as having a personal connection to opioid use disorder and opioid and fentanyl addiction, created authentic content for their social media feeds timed to National Substance Abuse Prevention Month in October.
Creators shared pre-created PSAs on their Instagram Stories with facts and education to generate awareness of the crisis affecting communities throughout the country, to encourage them to carry naloxone, and to visit MAPDA’s website to take the “Greatest Gift” pledge to help save lives.
Research underpinning the campaign focused on identifying effective channels and messengers for disseminating the OUD awareness message. Understanding that personal stories resonate deeply on social media, MAPDA and XOMAD targeted Instagram influencers known for their authentic engagement with their followers. Insights revealed that narratives related to health and personal struggles could create a significant impact, especially when shared by trusted individuals. This strategy ensured that the message was not only seen but felt and understood, making it more relatable and compelling.
Results:
- 9.07% average engagement rate – 7.7 times higher than industry averages for creator campaigns, according to a recent study by Influencer Marketing Hub
- Reach (not impressions) of over 1.51 million people
- Over 7.3K clicks to the pledge site
The campaign also fostered meaningful dialogues around OUD, contributing to a deeper understanding and empathy for those affected, which XOMAD discovered through quantitative analytics of social media engagement and qualitative review of comment sentiment and audience feedback. The findings highlight the campaign’s tangible impact on awareness and action regarding OUD.
XOMAD is proud of its experience in anti-vape, OUD, and fentanyl harm reduction and prevention messaging campaigns. Please contact us today if we can support your organization on these important initiatives.
If you are experiencing OUD or fentanyl-related distress, you are not alone. SAMHSA’s National Helpline is a free, confidential, 24/7, 365-day-a-year treatment referral and information service (in English and Spanish) for individuals and families facing mental and/or substance use disorders.