The most destructive ad campaign in history
Nudge
The Dark Legacy of a Philanthropic Empire in Pharmaceutical Marketing
This chapter explores the complex legacy of a prominent American family whose philanthropic efforts have been overshadowed by their role in the opioid crisis. It highlights their historical influence on pharmaceutical marketing and the controversial promotion of OxyContin, examining the lasting impacts of their advertising tactics.
How did a marketing campaign lead to one of the worst public health disasters in American history?
In this episode, I investigate the rise and fall of the Sackler family, the pharmaceutical empire they built, and the marketing tactics that got millions addicted to opioids.
You’ll learn:
How reframing turned OxyContin from a last resort into a “safe” everyday drug.
Why a vague letter (not a study) became the foundation for Purdue’s 1% addiction claim.
How the Sacklers used doctors, pain groups, and celebrities to exploit authority bias.
Why repeating a false claim makes it more believable (feat. the mere exposure effect).
How behavioural science helped sell a deadly drug—and what we can learn from it.
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Shatterproof non-profit: https://shatterproof.org/
Empire of Pain:
https://www.penguinrandomhouse.com/books/612861/empire-of-pain-by-patrick-radden-keefe/
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Connect on LinkedIn: https://www.linkedin.com/in/phill-agnew-22213187/
Watch Nudge on YouTube: https://www.youtube.com/@nudgepodcast/
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Sources:
ABC News. (2025). Purdue Pharma, Sackler family to pay $7.4 billion opioid settlement [Video]. YouTube. https://www.youtube.com/watch?v=1n2uuX1NaQo
LastWeekTonight. (2016). Opioids: Last Week Tonight with John Oliver (HBO) [Video]. YouTube. https://www.youtube.com/watch?v=5pdPrQFjo2o
CBS News. (2019). OxyContin maker facing over 2,000 opioid death-related lawsuits [Video]. YouTube. https://www.youtube.com/watch?v=mwGGlEFKrSs
ABC News. (2019). Local governments file lawsuit against the family behind OxyContin [Video]. YouTube. https://www.youtube.com/watch?v=AlSDhuhLedg
CBS News. (2022). Trump Organization’s accounting firm cuts ties over financial statements [Video]. YouTube. https://www.youtube.com/watch?v=csAS4WLvMao
BBC News. (2013). Serpentine Sackler Gallery Opening [Video]. YouTube. https://www.youtube.com/watch?v=YThcpSZIN0c
CBS New York. (2021). Metropolitan Museum Of Art Will Remove Sackler Name From Galleries [Video]. YouTube. https://www.youtube.com/watch?v=p_u29BL2CQE
CBC News. (2019). Dozens Storm The Guggenheim Museum In Protest Of Donor [Video]. YouTube. https://www.youtube.com/watch?v=ci_yOI3Wyto
CBS News. (2019). Protestors stage a “Die In” at the Guggenheim Museum in New York [Video]. YouTube. https://www.youtube.com/watch?v=zYVvIwbxX2I
CNBC Television. (2020). Would have done ‘nothing’ differently in opioid crisis: Kathe Sackler says [Video]. YouTube. https://www.youtube.com/watch?v=dRl-Zjyf2UE
STAT. (2017). 1998 Purdue Pharma marketing video [Video]. YouTube. https://www.youtube.com/watch?v=LaxlJXpwkzs
GoLocal LIVE. (2019). Purdue Pharmaceutical Commercial 1998-Oxycontin [Video]. YouTube. https://www.youtube.com/watch?v=FCOl1exq3IM
CBS News. (2017). Behind Purdue Pharma’s marketing of OxyContin [Video]. YouTube. https://www.youtube.com/watch?v=V-jxKPpMvmA
LastWeekTonight. (2019). Opioids III: The Sacklers: Last Week Tonight with John Oliver (HBO) [Video]. YouTube. https://www.youtube.com/watch?v=uaCaIhfETsM
LastWeekTonight. (2021). McKinsey: Last Week Tonight with John Oliver (HBO) [Video]. YouTube. https://www.youtube.com/watch?v=AiOUojVd6xQ
CBS News. (2018). Whistleblower: Purdue Pharma continued deceptive sales practices after guilty plea [Video]. YouTube. https://www.youtube.com/watch?v=o5qQf3Po31M
Washington Post. (2019). Inside the opioid industry’s marketing machine [Video]. YouTube. https://www.youtube.com/watch?v=gIlpd40CpT0
CBC News. (2018). How One Man Made The Opioid Crisis Possible [Video]. YouTube. https://www.youtube.com/watch?v=X2AUIBB34nI
CBC News. (2019). Nan Goldin ‘Blizzard of Prescriptions’ Sackler Pain Guggenheim Protest & Die-In 2/9/19 [Video]. YouTube. https://www.youtube.com/watch?v=q2A4Tb8cOxE
Keefe, P. R. (2021). Empire of Pain: The Secret History of the Sackler Dynasty. Doubleday.
Cialdini, R. B. (2006). Influence: The Psychology of Persuasion (Revised ed.). Harper Business.
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