Know More Opioids Live Tour.
Experiential Marketing
As Canada continues to face a nationwide opioid crisis, young people are more exposed than ever to the dangers of opioid misuse.
Through hands-on, immersive learning, we transformed opioid education into a multi-sensory experience.
We designed a mobile, five-zone installation that tackled key themes of opioid awareness like stigma, naloxone, fentanyl, and overdose response.
The Know More Opioids Live Tour worked because it met students where they were with empathy, facts, and real-world tools.
Challenge
Turning Awareness Into Action
As Canada continues to face a nationwide opioid crisis, young people are more exposed than ever to the dangers of opioid misuse In fact, 12% of students have used illegal drugs such as heroin or cocaine in the past year. Early education is critical in helping young people understand the risks of opioid use, but they don’t respond to fear tactics or lectures. They want real, trustworthy information delivered in ways that respect their intelligence and curiosity.
Strategy
Facts Over Fear
Health Canada’s challenge was to connect with youth in a way that was both credible and engaging, while also supporting the adults around them. Through hands-on, immersive learning, we transformed opioid education into a multi-sensory experience. Five interactive stations brought harm reduction to life, offering students and educators a powerful way to understand and discuss opioid use.
Solution
The Know More Opioids Live Tour
We designed a mobile, five-zone installation that tackled key themes of opioid awareness like stigma, naloxone, fentanyl, and overdose response. With tactile, digital, and social components, students worked in small groups, guided by trained ambassadors who encouraged reflection and dialogue. The tour ran in two waves across seven provinces, creating space for real conversations and stronger retention. It was more than just a presentation; it was a learning experience that would last.
The Proof
Learning That Lasts
The program reached students in BC, SK, MB, ON, NB, NS, and PEI. Both students and teachers praised the experience for its clarity, interactivity, and emotional resonance. This wasn’t just another health talk. The Know More Opioids Live Tour worked because it met students where they were with empathy, facts, and real-world tools. Many educators said the program filled a critical gap in their curriculum and asked for even more materials to keep the learning going.
6,894
STUDENTS ENGAGED
54
SCHOOLS VISITED
4.7 / 5
AVERAGE TEACHER RATING
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