International Overdose Awareness Day aims to raise awareness of overdose and reduce the stigma of drug-related death.
 
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Problem

Overdose can be the result of someone deliberately self-harming, seeking to achieve a sense of intoxication or taking prescription or over-the-counter medications in the wrong amount.

 
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campaign concept

To highlight the short distance between use and abuse, highlighting the illusion of safety around prescription drugs and over-the-counter drugs driven to an extent by comparison with the widely publicised dangers of illicit drugs.
GOOD DOSE? BAD DOSE? OVERDOSE?