The White House launched a series of new advertisements Thursday aimed at warning young people about the dangers of opioids, taking another step in the effort to turn the tide against the deadly epidemic.
The White House said its first public service campaign would include several partners, including the Ad Council and the Truth Initiative, surrounding four new ads featuring the true stories of young people who have battled addiction.
The ads will air across digital and social media platforms and on television, showing real life examples — in startling, graphic terms — of how young people furthered their addictions, including by causing a car crash and self-inflicting a broken arm to gain access to painkillers.
Officials said they expect the donated ad time to be worth at least $30 million.
“Our goal is to show young Americans the dangers of misusing opioids and how quickly one can become addicted to opioids — as short as five days — also the extreme lengths to which one can go to feed this addiction,” said White House counselor Kellyanne Conway.