Emergent BioSolutions delivers protective and life-saving solutions for health threats like smallpox, mpox, botulism, Ebola, anthrax and opioid overdose emergencies.

As the opioid crisis continues to devastate communities across the U.S. and Canada, Emergent BioSolutions has partnered with NJI to increase policymaker awareness of naloxone products like NARCAN® Nasal Spray and strengthen understanding of the urgent need for expanded overdose response resources. The goals of this work are to educate policymakers on the scale of the crisis while advocating for broader naloxone access.

Use localized digital storytelling, interactive experiences, and targeted outreach to help policymakers better understand the real-world impact of the opioid overdose crisis and the proven value of naloxone access.

Data-based storytelling shaped the strategy and success of this work.

• Interactive experiences simplified complex public health information for broader audience understanding.
• Video storytelling built emotional connection and improved message recall across platforms.
• Advanced audience targeting increased policymaker reach and media efficiency.
• Social, CTV, and OOH placements reinforced messaging across audience touchpoints for surround-sound messaging.
• Localized data for each state/province made the campaign more relevant, credible, and actionable for communities.

The result was over 100 engagements from policymakers on our ads, and multiple states passed new or continued naloxone funding legislation.