National Safety Council ︎
PROBLEM
While everyone in the US had heard that there was an Opioid Crisis, hardly anyone believed they were personally at risk. The pervasive notion that addicts were fringe of society herion users, kept people from actively protecting themselves against the real threat of addiction. Data showed that 30% of people taking opioid painkillers didn’t even know that their prescription was an opioid.
PRESCRIBED TO DEATH
PROBLEM
While everyone in the US had heard that there was an Opioid Crisis, hardly anyone believed they were personally at risk. The pervasive notion that addicts were fringe of society herion users, kept people from actively protecting themselves against the real threat of addiction. Data showed that 30% of people taking opioid painkillers didn’t even know that their prescription was an opioid.
IDEA
Bring people face to face with the 22,000 people who died the previous year from the Opioid epidemic. By carving the faces of real victims into pills and displaying them in a moving memorial, people came to see that an addict could be their mother, their neighbor, their child’s teacher or even themselves. Then we gave them a way to protect themselves, a simple sticker for their insurance card that let their medical providers know that they wanted to be aware of what they were being prescribed and what alternatives they could consider.
WEBSITE
RESULTS
Over 11 million video views
2,017% increase in shared Facebook impressions period/period
404,4000+ earned impressions in the first 24 hours
1,008,415,240 earned impressions
1.5M+ Warn Me Labels distributed
1 private audience with the President of the United States for the 22,000 victims.
PRESS
Huffington Post – Coming Face to Face with the Opioid Epidemic
Creativity – The Tiny Faces on This Massive Wall of Pills Pay Tribute to Those Lost
Adweek – 22,000 Faces Are Carved Into Pills on This Opioid Overdose Memorial
Shots – Fallen Opioid Takers are Remembered in Unique Memorial
Wired Magazine – Facing up to the Opioid Crisis
AWARDS
FWA of the Day
FWA of the Month
CANNES LIONS:
HEALTH AND WELLNESS: 1 Gold Lion, 4 Shortlists
GOLD: Non-profit / Foundation-led Education & Awareness- Creative Data: Enhancement
SHORTLISTS:
Non-profit / Foundation-led Education & Awareness- Creative Data: Visualization
Non-profit / Foundation-led Education & Awareness- Branded Content & Entertainment: Live Experience
Non-profit / Foundation-led Education & Awareness- PR
Fundraising & Advocacy- PR
OUTDOOR: 2 Gold, 2 Shortlists
GOLD: Displays & Special Build
Live Advertising and Events
Ambient Outdoor
CREATIVE DATA: 1 Silver, 1 Shortlist
SILVER: data enhanced creativity
data visualization
PR: 2 Bronze
BRONZE: public affairs & lobbying
BRONZE: use of Events & Stunts
Direct: 1 Shortlist
- use of social platforms
MARKETING EXCELLENCE: (effectiveness)
Best Brand activation: National Safety Council
AICP NEXT:
AICP Next Experiential - NSC “Prescribed to death”
ACIP Next Cause Marketing - NSC “Prescribed to death”
ONE SHOW:
Gold: Cross-Platform | B02: Installations
Gold: Responsive Environments | N08: Dynamic Data Visualization
Silver: Health, Wellness & Pharma | X21: Public Relations
Silver: Health, Wellness & Pharma | X02: Experiential / Immersive / Events
Bronze: Public Relations
Bronze: Print & Outdoor | K14: Experiential & Installations
| L02: Events & Experiential
Merit: Direct Marketing | D06: Experiential & Installations
Merit: Direct Marketing | D07: Live Events
Merit: Health, Wellness & Pharma | X19: Outdoor / Ambient - Single
ADC:
Best in Discipline: Prescribed to Death, Design for Good
Gold: Prescribed to Death, Advertising Campaign
Silver: Prescribed to Death, Experience Design - Single
Silver: Prescribed to Death, Integrated Campaign
Silver: Prescribed to Death, Exhibition Design
Silver: Prescribed to Death, Installations - Single
Silver: Prescribed to Death, Use of Technology - Single
Bronze: Prescribed to Death, Responsive Environments
D&AD:
D&AD Graphite Pencil 2018, Installation Design — NSC Prescribed to Death
D&AD Graphite Pencil 2018, Public Environments — NSC Prescribed to Death
D&AD Wood Pencil 2018, Use of Events — NSC Prescribed to Death
D&AD Wood Pencil 2018, Public Affairs Campaign — NSC Prescribed to Death
NEW YORK FESTIVALS:
GOLD: PSAs: Activation & Engagement: Civic & Social Education
SILVER: Activation & Engagement: Use of Activation & Engagement
SILVER: Outdoor/OOH Marketing: Ambient – Healthcare Products & Services
BRONZE: Best Use of Media: Outdoor – Installations
BRONZE: Best Use of Media: Public Service – Digital: Websites/Microsites
BRONZE: Integrated/Mixed Media: Healthcare Products & Services
BRONZE: PSAs: Collateral & Direct: Civic & Social Education
BRONZE: Public & Media Relations Campaign: Best Use of Medium – Live Events
Golden Montreux
Gold Medal: Creative Use Of Media | Best Use Of Ambient Media
Gold Medal: Spatial Communication Temporary Thematic Exhibition
Finalist: Digital / Interactive Non Profit / Public Interest
MY WORK
BRANDS I’VE WORKED WITH
COCA-COLA ︎ YES WE CANCER ︎ UBERALL ︎ VF CORP ︎ BURGER KING ︎ COACH ︎ KELLOGG’S ︎ CHOBANI ︎ YOUTUBE ︎ UNILEVER ︎ MOTOROLA ︎ DOVE ︎ HELLMANN’S ︎ KOTEX ︎ MARSHALLS ︎ ABSOLUT ︎ KAHLUA ︎ JP WISERS ︎ AIRMILES ︎ INVEST IN CANADA ︎ DAILY HARVEST ︎ PLANET FITNESS ︎ GENERAL MILLS ︎ RAID ︎ ZIPLOC ︎ NATIONAL SAFETY COUNCIL ︎ SCARBOROUGH HEALTH NETWORK ︎ NHL UNITES ︎ STATE FARM ︎ MONDELEZ ︎ COTTONELLE ︎ HUGGIES ︎ KLEENEX ︎ ALDO ︎ HEFTY ︎ OMA ︎ MOLSONCOORS ︎ JIM BEAM ︎ PELOTON ︎ CHLOE WINE ︎ PIZZA HUT ︎ TD BANK ︎ KOHO ︎ TARGET ︎ ZOLA ︎ EGGO ︎ RICE KRISPIE TREATS ︎ SPERRY ︎ MOZILLA ︎ ORKIN ︎ WYNDHAM ︎ BLUDOT ︎ SMASHBURGER ︎ KRAFT ︎ HONEYWELL ︎ CADBURY ︎ STARBUCKS ︎ ALDI ︎ VALSPAR ︎ GANDER MOUNTAIN ︎ CASTROL ︎ META
ABOUT ME 011235813
JUST THE HIGHLIGHTS
Nice to meet you
SIT — ENJOY![HI, I'M MEG]()
Hi, I'm Meg
I want to do fearless work.
Not stupid fearless.
Right fearless.
Fearless because I know that the client is getting more than they are paying for.
Fearless because the work we're doing changes the game for my agency. Fearless because fearful work wastes my time, clients money, and perfectly good media space. I want to be fearless and work with people who scare the pants off me every day with the fearless ways they are going to change this world of ours.
Where I've been
SCHAAFCurrently, I’m living that start-up life at the creative helm of Schaaf, the agency made of people who get people. We are the fastest guns in the west and that’s why brands like YouTube Gaming, Chobani, Planet Fitness, Coach, Meta, Zola, SavageXFenty, NHL Unites and Planned Parenthood took a chance on us.
DDB
I did, like, a lot of stuff as ECD on Coors Banquet, State Farm, Hefty, Wyndham, Orkin, and Thomas’. Thomas’ was the highlight because I love me a breakfast mascot and I never invented one before.
OGILVY CANADA
I braved the great North as the Chief Creative Officer of Ogilvy Canada, a storied agency, famous for making the brands that turn into Harvard Business School case studies. We were real busy winning awards, new business, hearts and minds. Running a department gives me life. I liken my style to that of a bulldozer mom. I clear the way so the teams can do the best work of their lives. I lead with empathy and humor. Most importantly, I surround myself with people who are smarter than me, people who are more driven than me and people who should have my job someday, if not already.
Leo
Heading into the pandemic, I enjoyed having my mind blown by the fearless people at Leo Burnett and served as an SVP Creative Director on Kellogg’s, Marshalls and Aldi.
ENERGYBBDO
In 2017 and 2018, I was busy dominating the world of storage solutions as Global VP Creative Director of your favorite zip-top plastic bag. I also worked on National Safety Council and our work got us an audience with a bipartisan group of Senators who were about to start the first ever Opioid Taskforce. I fondly refer to this as a place I did something famous.
MEK
I lived the weird life at Mekanism in Chicago. There I CD'ed the Peloton and Jim Beam accounts as well as pitching in on ALL the pitches, and the odd MillerCoors innovations projects. I fondly refer to this as the place where I learned to lead.
MONO
I tried to stay warm at mono in Minneapolis, doing work for Target, Sperry, Firefox and Smashburger. I fondly refer to this as the place where I learned to think.
OGILVY + DAVID SP - BRAZIL
This is really where I got my start, sitting at the kid’s table and working under Anselmo Ramos on little brands like Coca-Cola, Burger King, Unilever, Dove, Kimberly-Clark, Kraft and Motorola. I fondly refer to this as the place where I learned to create.
OGILVY SINGAPORE
Somewhere in there I took off and spent 5 months at Ogilvy Singapore, working on some global clients for the EEMEA and Asian markets.
Accomplishments
Some highlights from my time as CCO of Ogilvy Canada...Won and on-boarded the TD Bank business for all of North America.
Doubled the size of the agency/creative dept.
Took Bronze in the Agency of the Year competition in Canada. Ogilvy being the only network agency in the top 3 and this being only the second time winning this honor in the past 20 years.
Took Ogilvy Toronto from Creative Power List #11 to #3 in just one year.
Won National business Absolut, Kahlua and Global JP Wisers business for Canada through Corby.
Launched the most successful CPG campaign on Twitter in all of Canada. Twitter turned the Caramilk Secret campaign into a global case study.
Won Dove Men + Care global pitch.
Lead diverse global creative teams pulling in talent from David the Agency in Miami, Ogilvy São Paulo, Ogilvy London, Ogilvy NY and Ogilvy Chicago in addition to our teams in Toronto and Montreal.
Awards + Recognition
In-book Comm Arts 2024, 2015, 2010
Bronze AOY 2021, #3 Creative Power List Canada 2021
Gold and a Silver, and 2 Bronze at the Effies 2020
14 Cannes Lions (3 Gold)
FWA of the day and of the month
2 Clios
2 Graphite D&AD pencils, 2 Wood D&AD pencils, in the D&AD book 2011 and 2012
ADC Best in Practice
Gold One Show Pencil
3 LIAs
5 El Ojos
Black Star for the best idea of the 2012 CCSP show
4 awards in the Wave Festival
︎︎︎
YOU DON’T HAVE TO SUBSCRIBE BUT IT’S FREE