While naloxone can save lives, the window to respond is short. When someone is experiencing an overdose, a few minutes can make all the difference. The official protocol is to call an ambulance, though a long wait could be a death sentence. Without access to it there and then, people will continue to die from opioid overdoses. Insight had to uncover the most effective way to get naloxone into hands quicker – to where it could be used at the point of crisis. This meant targeting people who use drugs (PWUD).
The campaign had two simple aims:
• Firstly, increase the circulation of naloxone kits in the PWUD community.
• Secondly, increase proportion of PWUD in treatment for opiate dependency who carry naloxone kits to above 12%.
