Our client Indivior provides treatment for opioid addiction. Currently, access to opioid substitution treatment in Finland is difficult, and far too many people in need are left without care altogether. Treatment would save lives, yet there are many barriers to accessing it. Every week in Finland, five people die from drugs — two of them under the age of 25.
“Who is hooked?” was a digital public affairs campaign aimed at influencing regional decision-makers before and during the 2025 municipal elections. The campaign highlighted the importance of preventing drug-related deaths and sought to promote better access to treatment.
Results
The campaign ran from March 6 to April 13, 2025. On Facebook, the campaign achieved a click-through rate (CTR) of 6.4%, which is exceptionally high. On Instagram, typical CTRs for health or awareness campaigns range between 0.5–0.8%. This campaign reached a direct CTR of 1.49%, nearly double the average. The campaign website attracted over 10,000 visitors. A digital out-of-home campaign (DOOH) implemented through JCDecaux’s networks generated over 2,400,000 impressions between March 24 and April 6, 2025.
“I have truly appreciated the Ahjo Communication team’s expertise in digital and social media marketing during our collaboration on disease awareness campaigns (DSAs). Following our SABRE Award-winning campaign, we launched another DSA during a political election period.
Despite the tight timeline, they skillfully planned and executed the campaign, achieving impressive results — particularly in website engagement, social media performance, and digital out-of-home advertising. The project team managed everything exceptionally well, ensuring timely and effective outcomes through clear and consistent communication. I now look forward to future collaborative projects with them
– Thomas Lundqvist, Nordics Government Affairs & Market Access Manager, Indivior