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Know Your OPTIONS

Also: OPTIONS (Overdose Prevention Through Intensive Outreach, Naloxone, and Safety) campaign · KnowYourOptions.ME

“Know Your OPTIONS”

Maine Office of Behavioral Health overdose-prevention campaign (US-ME), part of Governor Mills' OPTIONS initiative, running since 2021: real Mainers' recovery stories and county OPTIONS Liaisons, with messages on the risks of using alone, fentanyl, naloxone, the Good Samaritan Law and calling 911, and that recovery is possible.

Years
2021–now
Reach
52M impressions as reported
“OBH reports more than 52 million impressions and more than 92,400 web visits as of 31 December 2021;”
Country
United States
Topic
DrugsHarm reductionOpioids
Asks people to
Reduce stigmaSeek helpStart
Strategy
Policy pairedService linkStigma reductionTestimonial
Channel
EventsOutdoorPrintRadioSocial (paid)TVWebsite
Audience
AdultsCliniciansGeneral public
General public and people who use substances; separate videos ask healthcare providers to refer patients to their county OPTIONS Liaison.

Evidence

Self-reportedUnknown

OBH reports more than 52 million impressions and more than 92,400 web visits as of 31 December 2021; no outcome evaluation found.

Sponsor (who paid)

Credits (who made it)

  • JSI (John Snow, Inc.) Creative, 2022-2023 source

Executions (individual ads)

Related campaigns

Sources

  1. Maine DHHS Office of Behavioral Health: briefing to the Legislature (overdose overview, 2021 accomplishments, 2022 initiatives, OPTIONS) sponsor · 2022
  2. JSI: Maine OPTIONS Campaign (Wayback, Oct 2024) reference
  3. Know Your OPTIONS campaign site sponsor
  4. State of Maine RFP 202203025: OPTIONS Public Health Campaign (via O'Dwyer's, unverified) reference · 2022

Research notes

US-ME. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: JSI (JSI portfolio page, read via Wayback: 'JSI worked with the Maine Office of Behavioral Health to implement a communications campaign as part of the state's ... OPTIONS initiative', TV, streaming, radio, digital and social; dates 2022-2023). Unverified (no page found that credits the agency): who made the 2021 launch flight (OBH slides list print, TV, radio, social, transit, gas station and bar placements and 52 million impressions by end of 2021, before JSI's 2022-2023 contract) and who has run the 2024-2026 'stories' waves (Danielle, Alan and Katie, Dustin, Chantel). The 2022 RFP 202203025 was seen only as a search result; award not found. No settlement funding found; check Maine Recovery Council and Maine Opioid Response spending. Execution years come from YouTube's relative upload times on the Know Your OPTIONS channel (approximate); all ids confirmed via oEmbed. View counts of 50K-750K on several 2024-2026 videos suggest paid YouTube placement. Related site getmainenaloxone.org launched 2021. Ad library search: "Know Your OPTIONS", "knowyouroptions.me", "Maine DHHS". App: the OD-ME overdose app (University of Maine System; https://apps.apple.com/us/app/od-me/id1496024129, https://play.google.com/store/apps/details?id=edu.maine.odapp) is linked from the related getmainenaloxone.org site; not found on the knowyouroptions.me pages checked 2026-10-22, so no app channel added.

Record cases/me-know-your-options.json, updated 2026-10-22· Link to this campaign