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Facebook introduces anti-stigma campaign to ‘Stop Opioid Silence’

The opioid problem in the US continues to be one of the country’s top health issues. As the nation's leading social platform, Facebook is launching ‘Stop Opioid Silence’ – an opioid anti-stigma campaign in partnership with the Partnership for Drug-Free Kids+ Center on Addiction.

The campaign aims to encourage people to learn they're not alone and to feel empowered to share their stories with each other, a medical professional, or family and friend – whether they have grappled with opioid addiction or have a loved one that has struggled. 

‘Stop Opioid Silence’ (SOS) features compelling stories of hope, loss and recovery, which Facebook hopes will inspire others to break their silence in the fight toward ending this epidemic.

For the past few months, Facebook has worked with Partnership for Drug-Free Kids + Center on Addiction to build the campaign.

According to the Kaiser Family Foundation, one-in-two people in the US knows someone affected by the opioid crisis, yet many of those people are struggling in silence with this disease. In light of this information, the social media giant decided it was time to sound the alarm and break the silence by speaking up and saving lives.

The campaign features 12 very different individuals who have been impacted by the opioid crisis, either personally or through a loved one. Each story details the person's experience – what led them to addiction, the struggles they faced, and how they recovered.

The stories will be shared organically on Facebook and Instagram, and through ads on the platforms, plus Messenger from The Partnership for Drug Free Kids + Center on Addiction.

Creative for the campaign is by Facebook's Creative Shop, and includes short-form ads that will run across Facebook, Instagram and Messenger. It was created in partnership with documentarian, Andrew Renzi, and will run for two months in the US-only. All ads will direct people to learn more at stopopioidsilence.org.

This campaign marks the next step in Facebook's stated continued commitment to support its community in the face of the opioid epidemic. Facebook worked with 17 US senators from some of the states hit hardest by the opioid crisis to support the campaign and be featured in ads that will run in their home states.

See some of the work by clicking on the Creative Works box below.

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Featured by The Drum

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