NOAC, iHM, WPP Launch #TalkToMe to Combat Opioids

RADIO ONLINE | Tuesday, September 3, 2019 | 12:35pm CT

iHeartMedia

In response to the nation's opioid epidemic, the National Opioid Action Coalition (NOAC), formed by Fors Marsh Group (FMG), iHeartMedia and WPP, have announced the launch of #TalkToMe -- a science-based public awareness initiative that unites the public and private sectors with pop culture influencers to reduce stigma as a barrier to opioid use disorder prevention, treatment and recovery.

#TalkToMe is an extension of NOAC, which works to help federal, state and private sector programs extend their reach and impact in communities affected by the opioid crisis.

Launched during National Recovery Month, #TalkToMe is an invitation for people to initiate a conversation with a friend or loved one about opioid misuse; for people in recovery to share their stories; and for everyone to learn how to talk about opioid use disorder. The goal is to make it easier for families, communities and workplaces to have the kind of honest, compassionate conversations that will help reduce the stigma that prevents effective treatment and lasting recovery.

The #TalkToMe platform, created by WPP agency VMLY&R, features experiential multi-media activations, including a #TalkToMe social media campaign encouraging people to share their stories to help eliminate the stigma around opioid use disorder.

iHeartMedia will air a series of #TalkToMe vignettes across its 850+ radio stations for the entire month of September, focused on the opportunity to change the narrative and tone around opioid use disorder, encouraging conversation, and inviting listeners to join the movement to break the stigma in America. The radio spots will feature air personalities and musicians across a variety of genres including Motley Crue bassist Nikki Sixx, Macklemore, Camila Cabello, Dan + Shay, Papa Roach, The Band Perry, Jason Wahler and Wells Adams.

Along with information and support resources, the initiative features a #TalkToMe activation toolkit that individuals, advocacy groups and corporations can use to help fight the stigma in their communities.

Later this Fall, iHeartMedia will launch an original #TalkToMe podcast series that will feature discussions with diverse celebrity guests and subject matter experts.

Additionally, there will be a #TalkToMe panel at Advertising Week NY (Tuesday, September 24 at 3:30pm) that will be moderated by Motley Crue bassist Nikki Sixx. The dialogue will center around the critical need for brands to support governmental efforts that combat the opioid epidemic. New data about Americans' comfort in talking about opioid misuse will be shared.

"As the opioid epidemic continues to grow, reaching deep into many of the communities iHeartMedia serves, we are committed to using our diverse platforms and broad reach to elevate this issue - generating real action by outlining simple things our listeners and advertisers can do to begin to eliminate the stigma around this disorder," said iHeartMedia VP Strategic Partnerships & Government Initiatives Alex Cameron. "As a founding member of NOAC, we believe that information, discussion and ultimately education will reduce generalized stigma, which will lead to more effective prevention, treatment and recovery efforts for people within these communities.

For more information, visit: https://www.noac.org