The 'Be A User' Campaign for Benton Franklin Health District

Although not frequently discussed, especially in marketing, individuals who use opioids face a unique type of risk. They are not always the stereotypical individuals people imagine; often, they are our family members, neighbors, and coworkers—people we care about. However, the stigma surrounding those in need often results in unnecessary tragedies. Politically, it can be challenging to garner support for individuals who use opioids, as many simply demand they get clean. Yet, it's impossible for them to do so if they've already succumbed to an overdose. This campaign aimed to remind audiences of the value these individuals bring to the lives of those that know them, encouraging them to be sees not as "users" but as the people we would miss if they were gone.

To achieve this, I began by understanding who is most at risk in the community—trade workers, mechanics, hairdressers, etc.—and used these insights to craft warm, engaging ad copy and narration. This approach aimed to remind audiences of someone they know, like their coworker, hairdresser, brother, or sister. The format answered why they should act before stigmatizing.

Examples include "because she's already booked her next flight on Fun Uncle Airlines, and she's not canceling," while showing a young girl laughing as her uncle lifts her into the air, or "because her next story beats any podcast, and missing it would be a true crime," featuring a client and hairdresser laughing in a salon chair.

Finally, we redefined what it means to be a user, encouraging viewers to 'Be Users'—using love, compassion, hope, patience, understanding, and Naloxone to support their friends, family, and neighbors, giving them the second chance they deserve.

Through sincere, heartfelt messaging, emotionally resonant and familiar imagery, and a memorable call to action and website URL, the Be A User campaign transformed a topic typically advertised with fear, judgment, and shock tactics into one that highlights and appeals to the best in all of us.