The Challenge:
The epidemic of accidental opioid addiction has spread across the United States, but people aren't really talking about it.

How do you raise awareness about this type of addition and defeat the stigma that surrounds it, in a manner that encourages people to talk openly about it, and even seek treatment? 

The Solution:
Create a platform where accidental addicts can share their stories and support others, bringing the disease out of the shadows and into the light.

The Strawberryfrog team had launched the Out The Monster movement for Orexo, with a website, book, internal activations, and film and needed a smart social strategy to complete the integrated plan.

We launched Out The Monster across three distinct social media platforms – Facebook, Tumblr, and Twitter – and revamped Orexo US's LinkedIn presence.. Part of this required getting client buy-in in an industry that has been traditionally wary of social media - and helping to give the client the right tools to activate the movement internally, as well as with the general public.

Results:
Out The Monster was awarded a Gold Lion in the Pharma category at Cannes in 2015

Reach and Engagement: Reached 10.9 million people organically; built a community of 185,000 engaged advocates. 30K followers on Facebook; 44K post shares; 6.4% average engagement rate.

27% increase in sales growth..

Established Orexo as a thought leader in the MAT category.

Provided an easier path to help and recovery for those affected by opioid addiction.

My Role:
Social Media Strategy, Oversight of Social Media Execution