Let's skip right to the end. "Share your stories on Instagram with #heroine." Yes, there is a problem in America with Heroine. Yes, people need to be aware, and running a Super Bowl ad is a great way to get a lot of eyes on what you are trying to promote. It's a bleak and depressing issue that deserves attention, but is encouraging people to share about heroine on Instagram the right way to encourage the conversation? The National Council on Alcoholism and Drug Abuse know's that it is a photo sharing site, right? This seems to be a worthy cause that took a left turn somewhere and let the stats about their target demo's use of social media influence their decision making more than common sense.