Carry On, Cleveland – 2nd Act 2023 | Clapboard Ad Archive

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CARRY ON, CLEVELAND - 2nd Act | Clapboard Ad Archive

Carry On, Cleveland, the second chapter of 2nd Act’s ongoing Naloxone awareness initiative developed with JaiCG, positions itself at the intersection of community health and emotionally-driven prevention in the healthcare market, tackling the escalating fentanyl overdose crisis in 2023 with unflinching urgency and grounded realism. This digital and film campaign adopts what Clapboard’s taxonomy classifies as FORMAT#2—Show the Problem, expertly laying bare the pervasive threat of opioid overdoses before presenting Naloxone as the accessible, life-saving solution, prompting viewers with a direct and contemplative call to action: Do you carry Naloxone? Eschewing dramatization or celebrity narrative arcs in favor of a documentary-style PSA grounded in social experiment conventions, 2nd Act harnesses an authentic tone designed to evoke empathy and drive immediate behavioral and attitudinal change, moving the conversation beyond passive awareness to empowered community intervention. By zeroing in on Cleveland and partnering with the ADAHMS Board of Cuyahoga County, the campaign amplifies its local relevance, embedding its message in the lived realities of the region’s opioid-affected neighborhoods while reinforcing the broader pharmaceutical sector’s push for harm reduction, preparedness, and destigmatization. The short-form film centers its message on the emotional aftermath that follows a successful overdose reversal, reframing Naloxone as more than a pharmaceutical product—a symbol of hope and a catalyst for people to continue being present with the ones they love. Within a category dominated by solutions from Adapt Pharma, Kaleo, Emergent BioSolutions, Pfizer, and Amphastar, 2nd Act and JaiCG distinguish their work through directness and documentary candor, sidestepping creative overreach to keep the campaign’s didactic intent at the fore, with a creative strategy calibrated for shareability and grassroots mobilization. The campaign earns 63/100 in Clapboard’s global creative archive. Carry On, Cleveland signals the power of authentic, calls-to-action-based storytelling in public health advertising, reminding the industry that clear-eyed documentary realism and local investment can decisively bridge the gap between awareness and intervention.

Credits

Client

2nd Act

Agency

JaiCG

Producer

2nd Act, JaiCG, Ana Bess Moyer Bell, Karen Snyder

Creative Director

Ana Bess Moyer Bell, Joseph Phommasith

Cinematographer

Joseph Phommasith

Music

Max Richter

Post Production

Joseph Phommasith

Crew

Ryan Beard, Morgan Shumway, Joseph Gianfrancesco, Matthew Pollock, Dr. Geoff Capraro, Jon Soske, PhD

Actors

Michael May, Zayden Jenkins, Jamar Wiliams, Joe Kerney, Art Faison, Morgan Gibson

Public Health Advisors

Opioid Response Network, ADAMHS Board of Cuyahoga County, Addiction Technology Transfer Center, Opioid Response Network - Black Communities Workgroup

Category Mind Map

48%

The 'CARRY ON, CLEVELAND' campaign by 2nd Act centers on promoting the critical public health message of carrying Naloxone to prevent fatal overdoses caused by fentanyl-tainted drugs. Positioned within the healthcare and pharmaceutical sectors, the campaign leverages a documentary-style social experiment to deliver an authentic, emotionally resonant narrative that underscores the potential to "carry on" with life after an overdose intervention. By focusing on the human impact—highlighting the opportunity to preserve life and maintain connections with loved ones—the brand proposition emphasizes empowerment through preparedness and community responsibility. Strategically, the campaign taps into the growing opioid crisis awareness and targets individuals who are either at risk or likely to witness an overdose, including family members, friends, and community members in affected regions like Cleveland. The choice of a short-form digital film aligns with contemporary consumption habits and the need for easily shareable content that can elicit empathy and urgent action. By collaborating with the ADAHMS Board of Cuyahoga County, the campaign grounds itself in local relevance, enhancing credibility and connection with the community. The creative angle of combining a heartfelt narrative with a direct call to action—“Do you carry Naloxone?”—serves to prompt immediate reflection and behavior change, effectively transforming passive awareness into active prevention. This approach positions 2nd Act not just as a pharmaceutical brand, but as a public health advocate invested in saving lives through informed, compassionate intervention.

FORMAT#2 SHOW THE PROBLEM — Highlights a relatable problem, then shows the product as the solution. This campaign strongly aligns with FORMAT#2 because it is structured as a documentary/social experiment PSA leveraging real-life relevance: it brings forward the opioid crisis (specifically fentanyl overdoses) as the core societal problem and positions Naloxone as the actionable, life-saving solution—urging viewers to “carry on” by carrying Naloxone. The campaign’s goal is didactic (awareness + behavioral change) without indication of dramatization, symbolism, user-celebrity focus, or overt storytelling arcs where Naloxone is woven into an individual’s narrative. The documentary genre and direct call-to-action further support a straightforward presentation of a profound community issue and its resolution by adopting the product.

1. Adapt Pharma – Positioned as a leader in opioid overdose prevention, Adapt Pharma focuses on providing accessible, easy-to-use naloxone delivery systems like the Narcan nasal spray. Their strategy revolves around widespread community education and partnerships with public health organizations to combat the opioid crisis effectively. 2. Kaleo Pharma – Kaleo emphasizes innovation and rapid accessibility with its FDA-approved Evzio auto-injector for opioid overdoses. Their market positioning highlights intuitive design, ease of use in emergencies, and strong advocacy for increased naloxone availability in both clinical and community settings. 3. Emergent BioSolutions – Known for diversification beyond naloxone, Emergent BioSolutions positions itself as a comprehensive biopharmaceutical company addressing public health threats, including opioid overdoses. Their strategy integrates product development with large-scale distribution networks and government contracts to maximize impact. 4. Pfizer – As a pharmaceutical giant, Pfizer leverages extensive R&D resources and global reach to provide naloxone products alongside broad educational campaigns supporting addiction recovery and overdose prevention. They emphasize corporate responsibility and partnerships with healthcare providers to advance public health outcomes. 5. Amphastar Pharmaceuticals – Amphastar competes by offering affordable, generic naloxone solutions aimed at increasing accessibility for healthcare providers and communities. Their strategic focus is on cost-effective production and robust supply chains to meet growing demand amid the opioid epidemic.

Q: What is CARRY ON, CLEVELAND about? A: CARRY ON, CLEVELAND is a digital and film campaign launched in 2023 by 2nd Act, in partnership with the agency JaiCG, targeting the healthcare market. The campaign centers on a documentary-style public service announcement urging individuals to carry Naloxone, a life-saving antidote for opioid overdoses, particularly those involving fentanyl. Funded in part by the ADAHMS Board of Cuyahoga County, the campaign leverages a short film to deliver a direct and emotionally resonant message about overdose prevention, emphasizing the importance of preparedness and the potential to continue supporting loved ones after an intervention. Q: What creative device does CARRY ON, CLEVELAND use? A: CARRY ON, CLEVELAND employs FORMAT#2 SHOW THE PROBLEM from Clapboard’s 12-format taxonomy, which highlights a relatable problem and then presents the product as the solution. The campaign adopts a documentary/social experiment approach, using real-life relevance to foreground the opioid crisis—specifically fentanyl overdoses—as the central issue. Naloxone is positioned as the actionable, life-saving solution, with the creative execution focusing on a direct call to action that prompts viewers to consider their own preparedness and role in overdose prevention. Q: What is the campaign proposition for CARRY ON, CLEVELAND? A: The campaign proposition for CARRY ON, CLEVELAND is to promote the critical public health message that carrying Naloxone can prevent fatal overdoses caused by fentanyl-tainted drugs. 2nd Act positions itself as a public health advocate, targeting individuals at risk of witnessing an overdose—such as family members, friends, and community members in Cleveland. By combining an authentic, emotionally charged narrative with a direct call to action, the campaign emphasizes empowerment through preparedness and community responsibility, aiming to transform awareness into active prevention within the healthcare and pharmaceutical sectors. Q: How does CARRY ON, CLEVELAND rank in Clapboard's archive? A: CARRY ON, CLEVELAND holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, execution quality, and cultural relevance as assessed by Clapboard’s curatorial standards. Q: Who are the competitors in 2nd Act's category? A: In the opioid overdose prevention and pharmaceutical space, 2nd Act competes with brands such as Adapt Pharma, which is known for accessible Narcan nasal sprays and community education initiatives; Kaleo Pharma, which emphasizes rapid-access Evzio auto-injectors and advocacy for naloxone availability; Emergent BioSolutions, which integrates overdose solutions into a broader public health portfolio; Pfizer, leveraging global reach and educational campaigns for overdose prevention; and Amphastar Pharmaceuticals, which focuses on affordable, generic naloxone products to increase accessibility for healthcare providers and communities.