National Safety Council - "Prescribed to Death"

In the United States, 22,000 people a year die of an overdose of opioids, often prescribed as painkillers. To draw attention to the problem and its victims, Energy BBDO and the National Safety Council came up with a chilling solution. For a touring exhibition, faces of genuine victims were actually carved onto 22,000 tiny pills using a special technology. At the inaugural Chicago memorial, one pill was carved every 24 minutes, corresponding to the frequency of deaths by opioid overdose. A dedicated website allowed visitors to discover the story behind each face. Meanwhile, the agency created an “Opioids: warn me” sticker that could be added to insurance cards and provoke a dialogue with doctors when medicines are prescribed.