Know the Facts for Indiana FSSA
Society’s understanding of substance use disorder, or addiction, has evolved. The Indiana Family & Social Services Administration (FSSA) aimed to reframe addiction and recovery for Hoosiers through their Know the Facts initiative, promoting hope, empathy, and understanding by sharing recovery stories. CVR joined the campaign to help real Hoosiers in recovery share their experiences.
Recovery is Possible
“I NEVER, EVER THOUGHT THAT I’D BE ADDICTED TO CRACK COCAINE.” - TONY
To ground the stories, we utilized on-camera testimonials. We then shared the story with a Hoosier artist to help bring the more abstract realities of addiction to life. The campaign included TV, web, social media, outdoor, and other channels. Tony’s Story ran as two-minute ad block and went on to win an Emmy® Award.
More Openness to Help
"Keep it in the family" dropped from 76% to 68%
Less Stigma
"Lack of willpower" belief dropped from 57% to 53%
More Support for Treatment
Insurance coverage support rose from 45% to 56%
