Indiana Family & Social Services Administration
As opioid and other drug overdoses rose across the country, the conversation around addiction evolved. What was once seen as a personal or moral failing had been studied and recognized addiction as a disease. To help reframe addiction and promote hope, empathy, and understanding, Indiana FSSA turned to CVR. The goal was to develop a creative awareness campaign based around their existing outreach messaging that encouraged audiences to “Know the Facts” about addiction.
1 Emmy® award
10% drop in stigma
associated with addiction
15% increase in surveys
that supported access to treatment and measured empathy
ALL IN YOUR CORNER
We worked with realHoosiers in recovery to learn their lived experiences with addiction. Just as every individual is unique, so too were their recovery journeys. To fully realize their experiences, we interviewed each person on camera to center themas they told their story. Then, we illustrated each story with the help ofIndiana-based artists to show the story in a way that reflected the individual’s unique style and experience. By pairing the animated art and on-camera interviews we shared the metaphorical side of addiction while rooting it in the humanity of the individual. This creative became the basis for the entire Know the Facts campaign. Leading with broadcast TV, and supplemented with public relations, radio, social media and outdoor helped us reach all 92 Indiana counties.
