albertahealthservices.caAlberta Health Services opioid awareness campaign (2018)
Province-wide Alberta Health Services campaign developed with the Government of Alberta and run January to March 2018. Radio, social media, billboards, transit wraps and posters on campuses and in bar washrooms urged Albertans to learn about naloxone, rescue breathing and other harm reduction, aiming to reduce stigma and point people to supports.
- Years
- 2018
- Country
- Canada
- Budget
- Campaign development and advertising costs: $691,347.50 (CAD, AHS release).
- Topic
- DrugsHarm reductionOpioids
- Asks people to
- RecognizeReduce stigmaStart
- Strategy
- Service linkSimple instructionStigma reduction
- Channel
- OutdoorPoint of saleRadioSchoolSocial (paid)
- Audience
- General publicYoung adultsAll Albertans; placements on 19 post-secondary campuses and in 140+ restaurants and bars (washroom takeovers).
Evidence
NoneUnknown
No evaluation found. Pre-launch: input sessions with 31 organizations and four focus groups (AHS release).
Sponsor (who paid)
- Alberta Health Services Foreign government, funder and creator
- Government of Alberta Foreign government, partner
Credits (who made it)
Not recorded yet.
Related campaigns
- Stop Overdose BC 2018
Sources
Research notes
Discovered 2026-10-22 for #17. No agency named in the fetched release. Buy: FM radio in 23 markets plus Spotify, 10M+ social impressions, transit train takeovers in Edmonton and Calgary, 40 billboards. No YouTube copies of the spots found. Alberta's later approach (2019-) shifted to a recovery-oriented system (Recovery Alberta, 2024); no later named provincial opioid ad campaign found in this pass.
Record cases/ca-ab-ahs-opioid-awareness-campaign.json, updated 2026-10-22· Link to this campaign