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Embrace Recovery

  • AAF of the Midlands Silver ADDY
  • SCPRSA Mercury Award of Merit
Encouraging everyone in SC to embrace recovery, not just those who are overcoming a substance use disorder. embracerecoverysc.com
Results

During the first week of launch, social channels gained 67,307 impressions and 3,020 engagements. For the year, we increased awareness, message exposure and the engagement rate for the microsite 76%.

Objective

Reduce stigma and shame associated with people in recovery. In addition, encourage those with a substance use disorder to seek help and gain the support of family, friends and society.

Strategy

Celebrate the quiet, fun, crazy and spontaneous moments that are part of living in recovery and demonstrate that people in recovery can and are living full, productive and fulfilling lives.

Tactics

Educate and inform through statewide broadcast, paid/organic social media, outdoor, radio, and digital display. Traffic also drove to a campaign microsite, where we encouraged visitors to learn more about recovery.

Campaign Elements

In addition to TV commercials/PSAs, the fully integrated campaign also consisted of outdoor boards, digital banner ads, organic and paid social media messaging, as well as a dedicated website that contains information about what living in recovery means, the language of recovery and how to find recovery resources and support groups.

Campaign Launch

To introduce the campaign, we held an outdoor event and press conference with SC Governor Henry McMaster, DAODAS Director Sara Goldsby, and Recovery Services Coordinator Gregory Jacobs. Presenting two of the TV spots for the first time, individuals who are in recovery spoke about how being in recovery has helped them.

Spreading the word on social

As part of the campaign’s social media efforts, we created our own Instagram filter people can customize to show their support, whether they are in recovery themselves or know someone who is.

Put our thinking to work

If you're looking to combine creativity with business know-how and are interested in results-driven, integrated communications solutions for your company, then we'd like to talk.

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