Naloxone — Carry It Campaign for Canadian Mental Health Association by Gravity Inc.

Canadian Mental Health Association commissioned Gravity Inc. to design their “Carry It” Naloxone awareness campaign.

Credits

Creative Director: Wendy Gray RGD

Art Director: Emerald Lee RGD

Designers: Laura McInnis Provisional RGD, Hana Lee Provisional RGD

Canadian Mental Health Association commissioned Gravity Inc. to design their “Carry It” Naloxone awareness campaign. The goal was to raise awareness about Naloxone while breaking down the stigma of substance use and overdose that prevents administrators and students from carrying the medication. We enabled CMHA to extend their reach across the academic market with genuine, relatable messaging and graphics such as posters, digital shareables, wallet cards, fact sheets, web banners and animated GIFs. The comprehensive toolkit we developed was appealing, widely accepted, and illustrated that “this applies to me and my campus” and encouraged students to “Carry It”.

Judge's Pick

This campaign is smart, clear and humane. In trying to inform the public, it also seeks to reduce fear and stigma about drug use by normalizing the care of those who overdose as a public concern. De-mystifying the process seems like an important step toward providing the kind of immediate care people need in a moment of crisis. The proof, of course, will be seen in implementation. Will the campaign demonstrate meaningful social impact? In recognizing the work today, it’s important that we also check in with the design team a year from now to hear whether real social impact was achieved.

— Jennifer Rittner, Interim Chair of the MA in Design Research at SVA

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