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, along with better ways to approach and treat addiction, also known as substance use disorder. The Indiana FSSA realized there was a distinct lack of understanding and empathy for Hoosiers suffering from addiction and substance use disorder that prevented them from seeking support. To help reframe addiction and promote hope, empathy and understanding, 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.

Service:

Video & Animation

Industry:

Non-Profit

ALL IN YOUR CORNER

Sharing Stories that Create Empathy and Reduce Stigma

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We worked with real Hoosiers 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 them as they told their story. Then, we illustrated each story with the help of Indiana-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 helps us reach all 92 Indiana counties. One execution, a 2-minute broadcast spot, “Tony’s Story,” won a regional Emmy Award.

CVR went all in by meeting the client and the cause in the moment. With great respect and understanding we followed the insights from those with lived experience. We used our marketing experience to place significant stories about a heavy topic where the audience would be able to receive them.

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