An epidemiological evaluation was completed to assess the impact and success of the campaign, which yielded the following impressive results:
- 9.9 million impressions on social media
- Roughly 50% of those exposed to the campaign strongly agreed that Montana had an opioid problem (compared to only 31% of those not exposed to the campaign)
- 70% of those who saw the TV commercials remembered details of the ads
- 40% of those exposed to the social media ads and 32% of those who saw the TV commercials said the ads changed their perception of opioids
Cumulatively, results demonstrate that the campaign spurred awareness and the potential for prevention in the state. Since the successful launch of the campaign, it was flighted in both traditional and digital media several more times, continuing to reverse the stigmatized narrative of addiction.