In 2017, in a speech in Brazil, Goldin revealed she was recovering from opioid addiction, specifically to OxyContin, after being prescribed the drug for a painful wrist. She had sought treatment for her addiction and battled through rehab. This led to her setting up a campaign called "Prescription Addiction Intervention Now" (P.A.I.N.) pursuing social media activism directed against the Sackler family for their involvement in Purdue Pharma, manufacturers of OxyContin. Goldin has said the campaign attempts to contrast the philanthropic contributions of the Sackler family to art galleries, museums and universities with a lack of responsibility taken for the opioid crisis. Goldin only became aware of the Sackler family in 2017.