THE BRIEF

**Helping a community get their SH*T together.**

The Problem to Solve

After the Timmins local health unit saw an 82% increase in opioid-related deaths, they petitioned for government funding behind additional harm reduction and community rehabilitation resources. The first of these would be “Safe Health Site Timmins”: a supervised consumption site. But many citizens had the misperception that the SHST would just enable more drug use and make the problem in the community worse.

Awards : Fast Company World Changing Ideas 2023 Finalist

Mentions : The message | CTV news | LBB

Our Solution

Pulling on heartstrings wouldn’t work with the Timmins audience, and “saving lives” had become a white noise message. Instead, we needed to catch residents off guard in an unexpected way. So, we played off the SHST acronym, drawing on well-known “sh*t” idioms to capture attention, and drive them to our website where we would bust myths with the facts. The ads were plastered all over Timmins - from billboards and TSA’s around the city to social media, and even the iconic McIntyre headframe.

67% reduction in overdose calls

• 58% of the city convinced to be in the favour

• 50% reduction in city death rates

• 67% reduction in overdose calls • 58% of the city convinced to be in the favour • 50% reduction in city death rates •

Helping a community get their SH*T together.

67% reduction in overdose calls

•

58% of the city convinced to be in the favour

•

50% reduction in city death rates

•

67% reduction in overdose calls • 58% of the city convinced to be in the favour • 50% reduction in city death rates • 67% reduction in overdose calls • 58% of the city convinced to be in the favour • 50% reduction in city death rates •

The Blind Maps

Drink Fashionably

**Helping a community get their SH*T together.**

67% reduction in overdose calls • 58% of the city convinced to be in the favour • 50% reduction in city death rates •