iHeartMedia, WPP, Fors Marsh Group, and
Government leaders join music icons to tackle stigma around opioid
use disorder
In response to the nation’s opioid epidemic, the National Opioid
Action Coalition (NOAC), formed by Fors Marsh Group (FMG),
iHeartMedia, and WPP, today 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.
While corporate initiatives, community efforts, federal and
state spending and resources to combat the opioid epidemic have
been on the rise, the stigma of opioid addiction remains one of the
biggest obstacles to true progress in combating it. Pervasive
stereotypes – words like “addict,” “abuse,” and “drug abuser” – not
only perpetuate the stigma around opioid use disorder, but can
affect the type of care a person receives from their provider.
Recent studies have found that stigma was among the most commonly
cited barriers to substance abuse treatment.
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 on-air personalities and musicians across a variety of
genres including M�tley Crüe 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. Learn more at www.noac.org.
- Later this Fall, iHeartMedia will launch an original #TalkToMe
podcast series that will feature insightful and inspiring
discussions with diverse celebrity guests and subject matter
experts.
- A #TalkToMe panel at Advertising Week NY (Tuesday, September 24
– 3:30pm) that will be moderated by M�tley Crüe 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 Alex Cameron, VP Strategic Partnerships &
Government Initiatives, iHeartMedia. “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.
Through the #TalkToMe initiative, NOAC invites leading companies
across all industries to bring the weight of their brands and
assets to bear in the fight against the opioid epidemic.
Sean Howard, Global Managing Director, WPP Government and Public
Sector Practice, said: “The scale of the opioid epidemic is
alarming, with 130 people dying from opioid overdose every day in
the U.S., every company is connected to this crisis through their
customers, employees, and communities they serve. We have the
opportunity to make a difference in this fight, and every brand has
a role to play. #TalkToMe is an invitation for companies to step up
and join the fight.”
A recent study by Shatterproof found that 75 percent of all
people who are impacted by substance misuse are in the workforce,
and the estimated yearly economic impact of substance abuse in the
workplace is over $442 billion dollars.
Carolyn Cawley, President of the U.S. Chamber Foundation said:
“Addressing a crisis of this magnitude requires everyone who has a
stake to be part of the solution – especially the business
community. The people who are impacted by America’s opioid epidemic
are our employees, our colleagues, and our peers. Initiatives like
#TalkToMe are critical to reducing stigma and fighting this
unprecedented public health crisis."
#TalkToMe is a science-based initiative guided by behavioral
research and social marketing best practices. Dr. Sean Marsh, CEO,
FMG said: “It’s critical that we assess these kinds of efforts
against what people tell us they might actually do. We find out
through research what is efficacious and realistic. FMG’s work on
#TalkToMe, as well as previous research we’ve conducted, indicates
that on sensitive topics such as these, people will talk to friends
and family members, but they need help knowing what to say, and how
to say it.”
In addition to NOAC founders, iHeartMedia, WPP and FMG, current
#TalkToMe advisors, partners, and supporters include:
The Global Recovery Initiatives Foundation (GRIF), a non-profit
community foundation dedicated to addressing the unmet need of
those in early recovery of all ages from substance use disorders.
GRIF is responsible for helping craft #TalkToMe messaging and
working to build the state-based infrastructure of support services
for people in early recovery, in all 50 states.
Pam Cytron, GRIF’s Board Chair said: “We are thrilled to partner
with NOAC on this initiative. Addiction thrives in darkness and
#TalkToMe will help pull opioid use disorder out of the shadows and
into the public discourse. This platform will give family and
friends new ways to break the stigma, and illustrate that people
can and do recover.”
Faces and Voices of Recovery, a national recovery advocacy
organization, is partnering with NOAC to help mobilize the millions
of Americans living in recovery to share their stories as a way to
break the stigma surrounding opioid use disorder.
Jan Brown, Board Chair, Faces and Voices of Recovery and founder
and Executive Director of Spirit Works Foundation said: “Stigma and
shame are major barriers in the fight to curb the opioid epidemic
in America. #TalkToMe Me encourages conversations between family
members, friends and co-workers. If we all join in and speak up, we
can begin to break down stigma and save lives.”
For more information, visit: https://www.noac.org #TALKTOME
About iHeartMedia
iHeartMedia is the number one audio company in the United
States, reaching nine out of 10 Americans every month – and with
its quarter of a billion monthly listeners, has a greater reach
than any other media company in the U.S. The company’s leadership
position in audio extends across multiple platforms including more
than 850 live broadcast stations; streaming music, radio and on
demand via its iHeartRadio digital service available across more
than 250 platforms and 2,000 devices including smart speakers,
digital auto dashes, tablets, wearables, smartphones, virtual
assistants, TVs and gaming consoles; through its influencers;
social; branded iconic live music events; and podcasts as the #1
commercial podcast publisher globally. iHeartMedia also leads the
audio industry in analytics and attribution technology for its
marketing partners, using data from its massive consumer base.
iHeartMedia is a division of iHeartMedia, Inc. (NASDAQ: IHRT).
Visit iHeartMedia.com for more company information.
About WPP
WPP is a creative transformation company. We build better
futures for our clients through an integrated offer of
communications, experience, commerce and technology. For more
information, visit www.wpp.com.
About Fors Marsh Group
Fors Marsh Group (FMG) uses research and strategy to understand,
influence, and measure the way people and organizations think and
make decisions. As an American Marketing Association Gold Top 50
firm, the emphasis of our work has always centered on the idea of
being better. One way we’re creating a positive impact on the world
is through our work in public health. Our team of health and risk
communication researchers and strategists design and execute
rigorous studies and innovative activities to develop strategies
that drive action and improve outcomes. As a certified B
Corporation, FMG’s business practices create positive impact beyond
our client portfolio, extending into the community through pro bono
service to nonprofits that are aligned with FMG’s corporate values.
www.forsmarshgroup.com
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version on businesswire.com: https://www.businesswire.com/news/home/20190903005435/en/
For more information contact:
Kevin McCormack, WPP Kevin.McCormack@wpp.com
Jessica King, iHeartMedia JessicaKing@iheartmedia.com
Andy Blenkle, FMG ablenkle@forsmarshgroup.com
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