To ensure our approach would resonate, our team started by developing and testing three strategic campaign concepts with teens, looking closely at attitudinal, emotional and behavioural scores. As a result of the testing, the KNOW MORE tour was developed with a focus on providing straight facts and figures and allowing teens to make their own educated decisions. The KNOW MORE tour visited high schools, events and summer festivals nationally with a variety of interactive activities catering to all learning methods. Activities focused on educating on topics including fentanyl, opioids, stigma, overdose awareness and the Good Samaritan Law.
To drive further awareness, a fully integrated influencer campaign was developed with both teen and parent influencers. A national outreach program sent materials to high schools, communities and festivals not reached by the tour, and a website was developed to allow remote communities to facilitate their own version of the tour. To date, the tour has reached over 20,000,000 Canadians in 532 communities.
The KNOW MORE campaign contributed to Health Canada’s Opioid Response Team winning The Lighthouse Award of Communications Excellence, which recognizes the leadership, vision and insight which led to the success of the initiative with major impact.