Healthcare Marketing Impact Awards - 2024

Campaign: #ProtectTheirFuture
Agency/Firm: Xomad
Client: Mothers Against Prescription Drug Abuse

Opioid use and overdose awareness nonprofit Mothers Against Prescription Drug Abuse identified a need to inform the public about overdoses and deaths related to synthetic opioids but saw a lack of channels for reaching communities most affected, especially BIPOC, AAPI and Latino and Hispanic groups.

To bridge the information gap, influencer marketing agency Xomad recruited talent from its National Opioid Crisis Response Coalition of more than 230 creators with personal connections to opioid use disorder and addiction. These creators shared content timed to National Substance Abuse Prevention Month and PSAs to generate awareness of the crisis, encourage people to carry narcotic overdose treatment Naloxone and drive visits to MAPDA’s website.

After researching which channels would be most effective, MAPDA and Xomad determined which Instagram creators would have the most impact on their audiences based on the personal struggles they’ve had related to opioid abuse.

The agency said the campaign, which launched in October 2023, reached 1.51 million people with an engagement rate of 9.07% — seven times higher than the industry average for creator campaigns, according to Influencer Marketing Hub. It drove more than 7,000 clicks to MAPDA’s pledge site, where people can pledge to have a conversation with a loved one about drug abuse.