Shedding Light

Lift The Label
Campaign
2021

1,477 Coloradan's died of drug overdoses in 2020 - the most ever recorded in the state. Lift the Label works to remove addiction and the stigma of addiction that keeps many people from seeking effective treatment, but was having trouble reaching those within marginalized communities who are further stigmatized due to race and identity. With a refreshed look and storytelling approach we sought to make treatment more accessible and recovery more possible by starting the conversation surrounding addiction and shedding light on the barriers to recovery.

Stigma

Loved Ones

Individuals and Loved Ones

For this idea to work, authenticity was always key. Ultimately, it was my responsibility to deliver on this by establishing a visual identity that was more equitable and approachable to the community. The truth about addiction is that it can happen to anyone, so not only did we need to bring these stories to light, but we needed to humanize them. By engaging with this population, we were able to find people with first-hand knowledge and experience to help us understand this disease.

By conducting unscripted, on-camera interviews we gave individuals with substance use disorder and their loved ones the platform to tell their recovery stories and uncovered some truth and misconceptions of addiction along the way.

Produced by Hunter Park in Denver, CO. Directed by Bethany Schwartz.

Speaking Up About Stigma

Using portraits and quotes from our talent, we created posters that address some of the stigma our audiences face in recovery. The idea was to present relatable narratives that could help them find comfort in their experiences and initiate the tougher conversations around addiction.