Every 6 minutes, someone in the United States dies from opioids and today, there’s more than 2.1 million people suffering from opioid use disorder. It’s the result of an ongoing three-decade man-made plague known as the Opioid Epidemic. In the US, every pill comes with a unique, mandatory identifier imprint code, such as OP for oxycodone, IP33 for codeine, or C for fentanyl. 855-HOW-TO-QUIT-(OPIOIDS) is an innovative approach to help those struggling with opioids. It’s a helpline that turns the object of addiction into a way out, to reach out to people in the most critical moment – when they have a pill in their hand. The helpline uses the familiar opioid pill codes as phone extensions, connecting the caller with a person who managed to quit that very same pill, sharing their experiences and advice on how to quit. The initiative launched as a nationwide campaign on location and context specific OOH media, film, and social.