Health

Guilford County Department of Health

The Results

Saving Lives & Building a Healthy Guilford

Dramatically increased life-saving capacity with a 174% increase in free Naloxone kit distribution.
Drove significant program engagement, attracting a 44% increase in new participants within just six months.
Built a powerful coalition by coordinating 5 key community partners to combat the opioid crisis together.
Amplified the message through a strategic media campaign that generated interviews and articles, expanding reach and breaking down stigma.

The Situation

A Silent Crisis Requiring Urgent, Stigma-Free Action

Guilford County faced a devastating, silent epidemic: opioid overdose deaths had surged by over 200%. Though the life-saving antidote Naloxone was available at no charge, a lack of knowledge and powerful stigma around addiction prevented many from accessing it. The county needed to overcome this barrier, getting Naloxone into the hands of friends and family—the most likely first responders. Reframing the crisis not as a drug issue, but as a shared public health priority.

Strategic Insights

A Compassionate, Multi-Channel Public Health Campaign

Public service announcements and targeted ads educated friends and family members on the availability and use of Naloxone, directly confronting stigma and normalizing the act of carrying this life-saving drug, even among loved ones.

Reframing the Narrative to Overcome Stigma: Deep research informed a message of universal vulnerability. Our creative—from PSAs to billboards—emphasized that opioid addiction could affect "the high school quarterback, cheerleader, new mom, your neighbors, veterans, even your family." This approach dismantled "othering" and made the crisis relatable to every resident, encouraging them to "upgrade their first aid kit."
Meeting People Where They Are: We deployed a comprehensive, multi-channel campaign to ensure the message was inescapable and the call-to-action simple. This included a dedicated website (SaveALifeGuilford.com), targeted digital and social media, compelling video PSAs, print ads, and billboards, creating a surround-sound effect that drove traffic to the free resource. A media kit was distributed to outlets within the county, ensuring the story was widely shared.

This strategic campaign transformed a silent public health crisis into a community-wide mission, breaking down stigma and empowering residents to become proactive partners in saving lives.

Strategic Insights

We transform how mission-driven organizations reach the communities that need them most in North Carolina and beyond.

vitalink® is a strategic marketing partner for leaders in health, life sciences, education, workforce development, and social innovation. We don’t just build campaigns; we build bridges. By integrating deep sector intelligence with a passionate understanding of the barriers communities face, from social determinants of health to educational access and economic opportunity, we create strategies that are insightful, authentic, and powerfully effective. We use language that your audience will hear, not tune out.