The COVID-19 pandemic disrupted the nation’s focus on many fronts, including the critical care for those living with opioid use disorder and/or substance use disorder. According to the CDC, over 93,000 drug overdose deaths occurred in the 12-month period ending in December 2020, representing a worsening of the drug overdose epidemic and the largest number of drug overdoses for a 12-month period ever recorded. Of these deaths, 8 in 10 involved opioids, including prescription opioids (natural and semi-synthetic opioids, and methadone), heroin, and synthetic opioids (primarily illicit fentanyl).
In response to this present need, we sponsored an alliance of national non-profits comprised of SAFE Project, Community Anti-Drug Collations of America (CADCA), Shatterproof, and Mothers Against Prescription Drug Abuse (MAPDA), in creating a national public awareness campaign called Reverse the Silence.
Launched in July 2021, the campaign aimed to break down the stigma associated with opioid overdose, as well as help the public better understand opioid use disorder or dependence, recognize the signs and symptoms of an opioid overdose, and build an at-home opioid safety plan.
Professional football player Darren Waller and lifestyle influencer Dani Schaffer* openly shared their stories of addiction, overdose and tragedy in television and radio spots airing across the country.
“At the age of 15, I was introduced to opioids and developed a dependency that helped mask how I felt on the inside, but the reality is that I felt completely isolated, and no one knew what I was going through, Reverse the Silence means no longer remaining quiet and allowing others to dictate the narrative for those of us who are living with addiction or are on the journey to recovery. I’m telling my story because too many lives have been lost to overdoses.”
– Darren Waller, professional football player
In the first four months of launch, the campaign generated over 185+ million impressions, and sparked media coverage and conversations on social media that further extended the reach of our joint message. We are continuing to sponsor the campaign in 2022, with the hope to continue the conversation and reach more people.
185+ million campaign impressions
through December 31, 2021
