Colorado Department of HEalth - LIFT THE LABEL
OVERVIEW
Stigma around addiction acts as a significant barrier to treatment. At a time when Colorado is battling against an opioid crisis, it’s urgent to remove as many roadblocks to treatment as possible. This campaign was the state’s effort to reduce stigma, inform families, and guide those in need of treatment.
MY ROLE
My art partner and I developed the concept around the idea of shedding light on the things that keep people from seeking treatment. From there, we studied the research to determine the primary obstacles to use as our topics and created a soft, light-oriented visual treatment. I also spent hours on pre-interviews and interviews, preparing our talent to speak to their experiences, converting their experiences into website stories, and sourcing quotes for our social, digital, display, and radio ads.
