Company: Drury Design Dynamics
Company Description: Drury Design is an integrated marketing and event communications agency founded in 1981 by Jill and Chris Drury. We provide world-class creative, production, and strategy for leading clients in technology, telecommunications, bio-pharma, retail, and other fields. We work across the complete spectrum of event-related communications and audience experiences.
Nomination Category: Marketing Campaign Categories - Industry
Nomination Sub Category: Marketing Campaign of the Year - Healthcare - OTC
 Nomination Title: NARCAN Nasal Spray Street Interviews
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
November 1st, 2023
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 249 words used.
Since 2018, Drury and Emergent BioSolutions have partnered together to create marketing content promoting the use and knowledge of NARCAN® Nasal Spray. This potentially lifesaving product has the ability to reverse an opioid overdose, keeping victims breathing during the crucial moments before first responders arrive.
Over the years, Drury’s NARCAN video work evolved—starting with editing previously captured interview footage, progressing to virtual interviews of pre-chosen subjects, and eventually expanding to sourcing interview subjects and developing complete creative execution of several iterative campaigns.
In Spring 2023, our Emergent client, Chris Ginocchetti, briefed our team on a new strategic goal for the rest of the year: “Break the stigma” around opioid overdose by focusing on everyday people as interview subjects, instead of those with direct experience with NARCAN or opioid overdose. While our previous videos amplified important perspectives, our client felt there was potential to connect to the average person who has no knowledge or experience with NARCAN—and show them why the product should be kept in their home’s first aid kit or medicine cabinet.
With this in mind, we pivoted our interview sourcing to find individuals who had only recently learned about NARCAN. This approach continued until we were given an unexpected challenge that July: Create a video for International Opioid Awareness Day (August 30th) that contrasted the stigma around overdose with real facts and experiences. To achieve this, we planned to bring a camera crew to the streets of New York City and talk to everyday people about NARCAN.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 246 words used.
In our initial pitch, Drury showed our Emergent client examples of “person on the street” interviews we’d conducted in the past. Our video producer and editor, Danny Bellini, headed up those shoots, and would sit in the director’s seat for this proposed NARCAN shoot. Our client’s early reactions were positive; it seemed an efficient and effective way to get the “everyday” perspective on NARCAN Nasal Spray. The concept was green-lit and planning began.
In the weeks leading up to the shoot, our copywriter and creative director, Rob Guizio, worked with our Emergent client to draft a list of provocative questions to ask our subjects, and to craft a loose storyline that could accommodate a wide range of responses from people on the street. The plan was to ask open-ended questions about who the “typical” overdose victim is. After hearing the person’s assumptions and opinions, our interviewer would reveal the results of a recent national study: Opioid overdose is now the leading cause of accidental death in the U.S. We would then record the person’s reaction to that fact and discuss how this knowledge might change their opinions around overdose victims. The video would then conclude with sound bites from real opioid survivors leading normal lives—putting an unexpectedly familiar face on the epidemic.
The shoot took place on August 3rd, 2023. Our small crew consisted of our director, Danny, his cameraman, and an assistant. Together, they captured impromptu interviews with twenty New Yorkers in one afternoon.
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 250 words used.
The initial street interview shoot was a surprising success. The interview subjects provided great sound bites and many of them gave more insightful and empathetic responses than we expected. When our client saw a rough cut of the footage, he knew this concept was bigger than a one-off video for International Opioid Awareness Day. The decision was made to delay the video’s release and re-align its scope; the video’s storyline would now rely completely on the person-on-the-street footage, it would be released to a much wider audience on Connected TV, and it would become the first in an ongoing series of videos with this street interview format.
The final video, now titled “Breaking Down Stigma with NARCAN Nasal Spray,” debuted online and on Connected TV in the first week of November 2023. Since then, it has accumulated over 1.4 million views on the NARCAN YouTube channel—more than any other video on the channel.
Later that month, our team hit the streets once again to shoot footage for a follow-up video, this time asking people “Have you ever saved a life?” Subjects were also given a free box of NARCAN at the end of the interview. Working closely with our client, we crafted this new footage into another compelling package. The video debuted on YouTube on February 20th, 2024, and has since received over 6,000 views.
The street interview concept is now a key pillar of our content strategy for Emergent and more shoots are expected soon.
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 47 words used.
Please see the attached documents to view our original list of interview questions for the street subjects and opioid overdose survivors.
The provided URLs will link you to both videos in the campaign on YouTube, where you can see the final cuts, post dates, and view counts.
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