Post-evaluation of men in trades advertising campaign (ACET) 2024-2025 : methodological report. : H14-649/2025E-PDF

"The opioid crisis is complex, and it affects all communities, all age groups and all socioeconomic groups. However, men working in physically demanding jobs are disproportionately impacted by substance use related harms, as young to middle-aged men account for approximately three-quarters of apparent opioid related deaths. Furthermore, 30% to 50% of those employed worked in trades at the time of their death. There is an urgent need to address the overrepresentation of this group in the overdose crisis. To target and create messaging that resonates with men in physically demanding jobs, a creative concept with a visual identity was developed as part of Health Canada’s multi-year marketing campaign to address the growing opioid overdose crisis"--page 1.

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