TN Together Media Campaign
The TN Together media campaign is a statewide effort to impact the state's opioid crisis through messaging, information, and inspiration.
Primary messages:
- Addiction is a disease, not a moral failing
- Addiction is a community issue that affects everyone
- Everyone can contribute to help end the crisis
- Substance abuse treatment resources are available
- People of all walks of life are living in long-term recovery
Television and Digital Video Ads
TN Together Kickoff
This spot set the tone for the whole campaign. We wanted to establish the defining theme of addiction as an issue that touches all communities and one that is going to take creativity, ingenuity, and collective effort to overcome. We also wanted to show faces of people in long-term recovery to re-define what addiction looks like.
Miss TN Count It! Lock It! Drop It!
For this spot, we featured Caty Davis, Miss Tennessee 2017. This spot briefly touches on Caty’s personal/family connection to addiction and outlines the steps for the Count It! Lock It! Drop It! campaign to encourage people to safely and securely dispose of unneeded and expired medications.
TN Together: Family Recovery Stories
For this series of spots, we wanted to highlight specific stories of addiction, treatment, and recovery. The goal was to show the feelings of the person battling an addiction (loneliness, hopelessness, helplessness, guilt, shame) are also shared by their loved ones. The secondary goal was to show more faces of recovery.
Teen PSA Video Competition
A key element of this campaign is messaging for youth and young adults. To accomplish our goals with the younger audience, we went directly to them and asked them what they think of opioid addiction and how they would encourage their friends to avoid it. We worked with a group of Nashville area high school students to produce a call for entries to the PSA Competition.
We received a good number of submissions, and after panel judging, we narrowed our list down to seven finalists. All were featured in social media ads directly targeting the age range and geographic region of the submission. Our winner was the submission from Brentwood High School which was featured on social media statewide.