Last year, 748 South Carolinians died from opioid-related causes, an increase of more than 20% since 2016. The South Carolina Department of Alcohol and Other Drug Abuse Services (DAODAS) launched Just Plain Killers, a public awareness campaign targeted towards raising awareness of the opioid epidemic in South Carolina and the resources available to those affected.

For the second year in a row, DAODAS and Governor McMaster hosted the 2018 SC Governor’s Opioid Summit for behavioral health professionals, law enforcement, healthcare workers and other invested individuals to come together to combat the opioid epidemic as a united front.

Sara Goldsby, Director of South Carolina DAODAS
Sara Goldsby, Director of South Carolina DAODAS
Governor McMaster speaking at the SC Governor’s Opioid Summit
Governor McMaster speaking at the SC Governor’s Opioid Summit

Chernoff Newman was tasked with creating an eye-catching opportunity at the Summit to provide additional information to event attendees. In true Chernoff Newman fashion, we went big and bold.

LED Signs showing the total number of SC opioid related deaths in 2017
LED Signs showing the total number of SC opioid related deaths in 2017
Banner at the SC Governor’s Opioid Summit
Banner at the SC Governor’s Opioid Summit

The team created three standalone ambient features to make a statement while providing an interactive opportunity for attendees during session breaks.

The Just Plain Killers vending machine dispenses, literally, staggering statistics surrounding the epidemic in our state and valuable information for pain management and opioid dependence.

Attendees used the vending machine to get free doses of SC opioid information
Attendees used the vending machine to get free doses of SC opioid information
Nickels were provided to make it easy
Nickels were provided to make it easy
Contents inside each bag includes a pill bottle with the answer to the question
Contents inside each bag includes a pill bottle with the answer to the question

As much as the Just Plain Killers campaign pushes the alarming number of deaths in our state, we knew the effect would be driven home with a visual representation. Each county in South Carolina was represented by a silhouette marked with the number of opioid-related deaths last year. The display stopped event attendees in their tracks.

Silhouettes marked with the number of deaths related to opioid overdose last year by county
Silhouettes marked with the number of deaths related to opioid overdose last year by county
Attendees took pictures of their county's information
Attendees took pictures of their county's information

Last but not least, the team created an oversized wooden block game set branded with the Just Plain Killers logo and more SC statistics. Event attendees used downtime between Summit sessions to play a quick game while learning important statistics about the opioid epidemic in our state.

A variety of facts were printed on each wooden block
A variety of facts were printed on each wooden block
Each wooden block was branded with the Just Plain Killers logo
Each wooden block was branded with the Just Plain Killers logo

Our mission was to find a unique and engaging way to demonstrate the massive effect the opioid epidemic has on South Carolina in a digestible way for event attendees. The Summit was full of experts and invested audiences, who all came to do their part in the war on opioid misuse and abuse. Chernoff Newman was honored to play a small role in working towards the solution to a large issue for South Carolina.