Goal: Reduce stigma related to substance use disorder (SUD); encourage people to carry and use naloxone; expand awareness and understanding of Maine’s Good Samaritan Law and encourage people to call 9-1-1 for suspected overdose; and connect people to local resources for harm reduction, treatment and recovery, including through their local OPTIONS Liaison.

Overview: JSI worked with the Maine Office of Behavioral Health (OBH) to implement a communications campaign as part of the state’s Overdose Prevention Through Intensive Outreach Naloxone and Safety (OPTIONS) initiative. The initiative is a coordinated effort of the OBH and other state agencies to improve the health of Mainers with a substance use disorder. OPTIONS supports treatment, harm reduction and recovery, and aims to reduce the number of fatal and non-fatal drug related overdoses.

The campaign utilized a mixed media approach including direct engagement with priority audiences and partners and community events, TV, streaming, radio, digital and social, earned media, and targeted distribution of print materials. To build awareness of and trust in local OPTIONS Liaisons, JSI created both animated and live-action videos, as well as audience-specific videos for healthcare providers, to increase referrals to Liaisons. JSI also disseminated campaign content through local media, such as recovery-focused Journey Magazine.

KnowYourOptions.ME

Dates: 2022 – 2023