Take Home Naloxone: The Hidden Lifesavers

Pharmaceutical company Ethypharm ran a United Kingdom campaign to increase the circulation of naloxone by 5% and encourage more people who use drugs (PWUD) to carry it.

Campaign details

Brand: NaloxoneBrand owner: EthypharmEntrant company: Havas Lynx - United KingdomIdea creation: Jack Arts LondonMarket: EuropeSector: Pharma & healthcareMedia channels: Point-of-purchase, In-storeBudget: Up to 500k

Executive summary

It’s a rare privilege to create advertising that erodes social stigma and potentially saves lives. The Hidden Lifesavers campaign did just that.

Ethypharm, a pharmaceutical company, supports one of society’s most marginalised groups: people who use drugs (PWUD). Their treatment, naloxone, has reversed opioid overdoses and saved lives for decades.

In 2020 around 3,500 people...

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