Stoptheclockcolorado.org
There is a fatal overdose in Colorado every nine hours and 36 minutes.  Fortunately, Coloradans can buy naloxone over-the-counter at more than 800 pharmacies statewide.  Naloxone is a drug that reverses the fatal effects of an overdose if given in a timely manner.  Stoptheclockcolorado.org gives people the tools to find naloxone close to them.

Objective
To connect people at risk of an overdose in Colorado with naloxone.

Insight
Statewide concern in reducing the rate of fatal overdoses in Colorado would provide ample opportunities for earned media in the roll-out of stoptheclockcolorado.org.

Solution
Luceo created stoptheclockcolorado.org and its constituent media to provide visitors with access to naloxone and information about harm reduction services and overdoses prevention and reversal.  The site geolocates visitors and shows the nearest pharmacies to them that sell naloxone over-the-counter.  Participating pharmacies show the campaign’s logo as a window decal, indicating that naloxone is available at their location over-the-counter.

The site also contains a series of three short animations that explain harm reduction, overdoses, and the role and importance of supervised use sites in preventing overdoses and the spread of communicable diseases.

Luceo worked with the Harm Reduction Action Center (HRAC) to create a series of press events juxtaposing Colorado’s dire overdose rate with the importance of naloxone access and availability to those who are at-risk.  The strategy was spearheaded by a press conference featuring Colorado Governor John Hickenlooper, Dr. Larry Wolk, the executive director of the Colorado Department of Public Health and Environment, Lisa Raville, HRAC’s executive director, and Vernon Lewis, an HRAC participant and naloxone trainer who has personally reversed more than 100 overdoses to-date.

Services Rendered
Concept
Logo Design
Print production for pharmacy window decals and welcome kits
Video and production services
Animation and Motion Graphics
Web Design and Coding
Copywriting
Strategic Consultation

Results
The press conference and naloxone training was televised on local evening news resulting in a reach of roughly 2.4% of all televisions in the state of Colorado.  Supplementary coverage of stoptheclockcolorado.org has included television and print media including The Denver Post, Westword, and 5280 magazine for a total combined reach of approximately 851,915 (a sum equivalent to roughly 1/6th of the total population of the State of Colorado).