The Timmins Safe Health site uses common phrases to share its safe injection message

Thanks to the new Timmins Safe Health Site (more commonly known as SHST). Safe Injection and Treatment Site Recently Recruited Toronto Agency The garden to create a provocative campaign to educate Timmins residents about how he intends to help the community as a whole.

The northern Ontario town of 41,000 has become the epicenter of Canada’s opioid crisis in recent years, with one of the highest per capita death rates from opioids in the country (72 people per 100,000) and an 82% increase in opioid-related deaths between 2019 and 2020.

To combat the growing prevalence of opioid use, emergency physician Louisa Marion-Bellemare and her medical colleague, Dr. Julie Samson, supported the opening of the SHST, a public emergency site, also known as a consumption site. safe or overdose prevention site. The facility will be overseen by the Timmins and District Hospital, supported by other community organizations.

But it has also been pushed back by segments of the community, who say it will keep people addicted to drugs and serve as a beacon for ‘junkies’ (their words). While such NIMBY-ism isn’t uncommon or unexpected, this kind of pushback can be felt more intensely in a smaller, tight-knit center like Timmins.

“The opening of this site is extremely important for our city and is an important step in the broader anti-drug strategy,” said Dr. Marion-Bellemare. “That’s why it was so important to educate the community about the benefits and get people involved, showing how the site will save lives and open treatment pathways for people who use drugs and who are most exposed to the risk of morbidity and mortality. ”

It’s the basis of The Garden’s “Know Your SHST” awareness campaign, which uses the facility’s distinctive SHST acronym to deliver bold messages using common sh*t idioms to educate Timmins residents about safe injection sites and disabusing them of common misconceptions around facilities.

Built around the idea of ​​contrasting myths and facts, the campaign is designed to spark the curiosity of residents who feel they already have all the answers, allowing them to see the benefits that a safe health site can bring to the community at large. The ads take a pragmatic approach to safe drinking and treatment sites, designed to help them stand out from the flurry of health messages that have characterized covid awareness and other PSA campaigns.

Attention-grabbing messages were placed throughout the community and even projected onto one of the town’s most distinctive geographic features, the McIntyre Headframe.

Visible throughout the city, the 175-foot-tall structure was used to project everything from city sports team logos to other moments of civic pride, and was used to stage the campaign launch. with the message “SHST just came true”.

“It was very controversial, as it’s usually a place of community pride, and launching the campaign with such a provocative headline generated a lot of opinions,” said Lindsay Eady, Creative Director of The Garden.

“It created the energy for a really good discourse between members of the community who were pro SHST and understood its benefits, and those who were against,” she added. “That tension is what we were looking for and we got it in spades.”

The campaign uses a combination of community posters, billboards and social media assets to deliver messages such as “Know your SHST”, “Let’s get our SHST together”, “Get a load of this SHST” and ” We are the SHST”.

It also provides SHST supporters with real-time tools that allow them to counter injection site myths with facts. If someone posts a myth on a social site, for example, supporters can respond with one of the facts from the campaign, responding to critics with factual evidence rather than their own words.

All ads lead to website myths and facts website designed to dispel a series of common misconceptions about safe injection sites and show how they benefit the community by reducing ambulance calls and ER visits, saving money taxpayers’ money and saving lives.


Agency: The garden

Chief Creative Officer: Shane Ogilvie

Strategy Director: Shari Walczak

Creative Director/Screenwriter: Lindsay Eady

Creative Director/Artistic Director: Francheska Galloway Davis

Writer: Nuala Murray

Artistic director: Mriga Suchdeva

Design Director: Adriana Ivory

Strategy Director: Jenn Munoz

Entrepreneur : Amir Kolia

Project Manager: Julia Zamit

Workshop director: Jamie Moren

Editor: Brett Erina

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