Long before Prince’s death from highly dangerous and addictive opioids, the rising mortality overdoses rates in New Mexico had exploded to unanticipated levels. PKPR developed the Dose of Reality Campaign in 2014 to raise teen awareness about the dangers of prescription painkillers. Since then, the award-winning campaign has addressed safe use, storage and disposal, how to get and use naloxone to prevent overdose deaths and the recovery through medication-assisted treatment. The campaigns surround at-risk audiences in their daily lives on all marketing channels with messages about prevention, treatment, harm reduction and recovery. Our results exceed industry analytic standards along our advertising, interactive website and social media platforms. Dose of Reality has become the go-to, one-stop voice to help all New Mexicans address this epidemic. Since its inception, the campaign has reached millions of people through advertisement, public relations, social media engagement, and a highly interactive website. The campaign has won numerous gold Public Relations, Marketing and Advertising awards, including Best-of-Show.
