An Opioid Addict’s Three-Day Detox Was Streamed to an NYC Video Display

26-year-old Rebekkah shared her brutal recovery with passersby

Rebekkah allowed her grueling first days of recovery to be displayed in a PSA by Truth, 72andSunny and the Ad Council. - Credit by Ad Council
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America in recent years has awoken to the epidemic of opioid abuse, but often we hear about it only through the lens of the aftermath: Either as tales of those who walked back from the brink or of those whose lives were lost to addiction. What we don’t see is the recovery process itself, a time of great vulnerability and suffering for those cutting themselves off from drugs.

In a new PSA called “Treatment Box,” the Truth campaign—along with creative agency 72andSunny, production house M SS NG P ECES, the U.S. Office of National Drug Control Policy and the Ad Council—shows how a cube-shaped video displayed in New York City allowed passersby to watch as an opioid addict named Rebekkah went through her first three days of detox.

It’s a powerful thing to watch, but even more potent is the bravery she demonstrated in putting her recovery experience on public display. “If making my detox public is going to help somebody,” she says in the video case study, “I’m all for it.”

Here’s the 6-and-a-half-minute version recapping her story and the video presentation of her recovery experience:


The Ad Council is also airing a 60-second version of the video, with media support from NBCU, Vice, Viacom, Soundcloud, Spotify, Facebook, Google and YouTube, Vevo, Snapchat, and Chegg:


As she explains in the videos, Rebekkah was a dancer who injured her ankle, leading a doctor to prescribe opioid painkillers, to which she quickly became addicted. “There’s no caution, no red flag at all,” she says. “It was, ‘Take this to feel better,’ and that was it.”

After several months on painkillers, her addiction escalated to heroin. “I want the next girl who gets injured dancing to know what the future could hold by the next decision that she makes,” she says, “because that decision I made to go to the doctors and to not get the surgery, that’s the worst decision I made in my whole life.”

CREDITS:
Brand: truth
Project: Opioids – Treatment Box
Client: truth
Chief Executive Officer: Robin Koval
Chief Marketing Officer: Eric Asche
Chief Communications Officer: Tricia Kenney
SVP, Marketing & Media Investment: Nicole Dorrler
General Counsel: Robert Faulk
Managing Director, Marketing: Mary Dominguez

72andSunny Team
Creative Director/Designer: Garrett Jones
Creative Director/Writer: Nate Virnig / Peter Albores
Designer: Garrett Combes
Writer: Chase Hilton
Strategy Director: Marc Pardy
Connections Strategy Director: Greg White
Brand Director: Danielle Gard
Brand Manager: Marie Simoni
Partnerships and Legal Director: Amy Jacobsen / Jana Nauman
Partnerships and Legal Manager: Hector Olguin
Executive Film Producer: Carlin Wilson-Webb / Jim Haight
Film Producer: Annie Dietz

Production
Vendor: M SS NG P ECES
Director: Tucker Walsh
Executive Producer: Brian Latt
Executive Producer: Kathryn Berk & Dave Salzman
Producer: Jennifer Duffy
DOP: Tristan Nyby
Casting Director: Dina Buglione
Editorial: White House
Postproduction: Carbon
Post Producer: Jordan Stricklin
Editor: James Dierx
Sound Design: Michael Anastasi
Music House: Butter
Music Producer: Annick Mayer
Music Composer: Vlad Berkhemer

Music House: Butter
Executive Producer: Annick Mayer
Producer: Stone Irr


@griner david.griner@adweek.com David Griner is creative and innovation editor at Adweek and host of Adweek's podcast, "Yeah, That's Probably an Ad."