Facebook teamed up with the Partnership for Drug-Free Kids+ Center on Addiction on the Stop Opioid Silence campaign, which debuted in the U.S. Tuesday.
The anti-stigma campaign is targeted toward people struggling with opioid addiction, reminding them that they are not alone and encouraging them to share their stories with each other, medical professionals, family or friends.
The campaign was created in partnership with documentarian Andrew Renzi, and it will run for two months, only in the U.S.
Stop Opioid Silence features 12 people who have been impacted by the opioid crisis in the U.S., either personally or through loved ones, with each detailing their stories and how they recovered.
The Partnership for Drug Free Kids + Center on Addiction—Center on Addiction merged with Partnership for Drug-Free Kids in January—will share those 12 stories organically on Facebook and Instagram, as well as via ads on those two platforms and Messenger.
The social network and the nonprofit also worked with 17 U.S. senators from some of the states that have been hit hardest by the opioid crisis, and those senators will be featured in ads running in their home states.
All of the organic posts and ads will drive people to the Stop Opioid Silence site, and the campaign’s second phase will point people to Partnership for Drug-Free Kids on Messenger, which will use a Messenger bot to help connect people with relevant information on addiction and resources in their communities.
Facebook said the Kaiser Family Foundation found that one-half of Americans know someone who was or is affected by the opioid crisis, adding that the Surgeon General reported that only about one-quarter of those who are addicted get the treatment they need.