Utilize media to keep the opioid crisis – and the need to renew federal support – in the public eye.
Keep the opioid crisis visible with disciplined storytelling that connects human impact to the concrete need for sustained federal support. Use a steady cadence of earned media, op-eds, and shareable content to prevent compassion fatigue from turning into policy drift. The goal is to build political permission for renewal, funding, and follow-through.
Why this works
- Public awareness ensured there was virtually no constituency arguing against reauthorization.
- Every member of Congress knew that not acting would be noticed and criticized.
- Media coverage of the reauthorization was positive, giving legislators encouragement (press releases about bipartisan wins are good PR).
Shatterproof
Tax-deductibleReversing the addiction crisis in America
Mechanism
About MediaHow Shatterproof uses funding
- Define the objective and decision-maker (vote, funding decision, or implementation milestone).
- Develop the narrative: messages, proof points, and spokespeople consistent with the cause.
- Distribute through press outreach, partner channels, and digital content.
- Monitor and respond to counter-messaging; adjust quickly based on what resonates.
- Close the loop by documenting what changed and what the next move is.
Milestones
Checkpoints and the expected timing for each step
- 1
Message map + asset plan finalized
0–30 daysToolkit, spokespeople, and content plan are ready for launch.
- 2
First wave of placements
1–2 monthsInitial coverage and distribution reach target audiences and partners.
- 3
Decision-window surge
2–6 monthsCampaign output aligns to hearings, votes, or funding deadlines with increased engagement.
- 4
Sustain + iterate
OngoingMessaging adapts based on news cycles and implementation progress.