CDC Division of Overdose Prevention
Addiction is a disease, not a character flaw. But too often, people experiencing substance use disorder are dehumanized or misrepresented. Stigma surrounds people with substance use disorders, creating barriers to treatment access and outcomes. Our work with the CDC on this campaign aimed to address this obstacle.
Our spot takes a deeply complex issue and boils it down to its most fundamental elements through first-person narrative. In order to infuse humanity into the spot without perpetuating stereotypes, we decided to tell the story through hands. A colorful handmade world backdrops the characters and serves as a platform where the recovery journey takes place.
The PSA successfully addressed inclusive representation without stigmatizing viewers/audiences.