Product/Service: Information. Causes and effects of opioid addiction. Resources (websites, help hotlines, etc). Testimonies/stories Competition. Pharmaceutical companies. Stereotypes. Other awareness campaigns (D.A.R.E., etc.).
Audience: Lincoln-area residents. 15-30 years old. People at risk. Heavy laborers. Students. Family and friends of PWIDs. People who believe in “junkie” stereotypes.
Need or Problem to Be Addressed: Pre-existing stereotypes. Lack of information. Lack of empathy towards PWIDs.
Current View: Unsympathetic, influenced by “junkie” stereotype. “I would never do that”. “It’s their fault”.
What We Want Them to Believe/Know: There is hope. There is help. It’s not a choice.
What Will Make Them Believe This: Testimonials. Facts.
Tone of Advertising: Empathetic, Humane.