Mothers Against Prescription Drug Abuse (MAPDA) Case Study | XOMAD

Ad Age 2024 Social Media Campaign of the Year

Mothers Against Prescription Drug Abuse (MAPDA)

MAPDA and XOMAD partner for national opioid use prevention campaign

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THE CHALLENGE

To combat the rising number of overdoses and substance-related deaths, Mothers Against Prescription Drug Abuse (MAPDA) launched “The Greatest Gift is a Conversation” Pledge. Understanding that a new approach was needed to reach and engage a wider audience, MAPDA turned to XOMAD to create a campaign that moved beyond traditional awareness and made progress in prevention. This allowed MAPDA to share its message through education in a personal and relatable way, reaching audiences authentically and directly.

Our approach

#ProtectTheirFuture
#NationalSubstanceAbusePreventionMonth

Activating Locally Trusted Social Media Messengers To Take MAPDA’s Prevention Pledge

XOMAD recruited and activates 20 diverse creators (70% BIPOC, Latino, AAPI), many personally impacted by the opioid crisis, to share their stories and connect with target audiences. Each creator took MAPDA's Prevention Pledge, committing to discuss drug abuse with a loved one, and shared PSAs with key facts. This content urged carrying naloxone and visiting MAPDA's website to take the "Greatest Gift" pledge.
The National Opioid Crisis Response Coalition

XOMAD supported MAPDA by creating and managing the National Opioid Crisis Response Coalition, an online community of over 230 nano- and micro-influencers. This coalition provided a platform for creators to share personal stories of addiction, prevention, and recovery, addressing the opioid crisis and fentanyl-related deaths. Their unified efforts reached at-risk populations, fostering honest conversations and saving lives.

The campaign sparked meaningful dialogues about Opioid Use Disorder (OUD) and fostered greater empathy for those affected. Using a blend of quantitative analytics and qualitative review of comments and feedback, XOMAD confirmed the campaign’s success in driving awareness and action. The results speak for themselves: The creators reached more than 1.51 million people with a 9.39% Instagram engagement rate, an achievement that is 7.7 times higher than the industry benchmark for creator campaigns. In a testament to its innovative strategy, the campaign was honored with a Silver Medal for the “Social Media Campaign of the Year” in the 2024 Ad Age Marketing Impact Awards.

9.39%

Average Instagram engagement rate, 7.7 times higher than industry averages for creator campaigns on social media.

1.51M+

estimated target audiences reached, showing that authentic content deeply resonates with audiences.

49.5%

of comments on campaign content show the audience’s eagerness to spread the campaign messages and drive awareness for drug prevention.

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