Campaign details

Brand: National Safety Council (US)
Client: National Safety Council (US)
Agency: Energy BBDO


In 2016, the National Safety Council (NSC) had almost no awareness in the US. They had been so focused on their mission, eliminating causes of preventable deaths, that they hadn't been building their brand.

We believed that they could save more lives if people knew who they were.

We set out to turn NSC into a brand people recognized. We harnessed a cultural truth — that Americans fear the once-in-a-lifetime deaths, not the everyday ones more likely to kill them —to establish their new brand platform: Stop Everyday Killers. In order to build momentum, we launched the platform with a campaign focused on a deadly, overlooked household killer: prescription opioids.

We learned that people knew our country had an opioid problem, but they didn't think addiction or overdoses could happen to them. We set out to confront them with the reality that it could.