Insight:
1 in 13 Ohioans have a drug or alcohol addiction. The biggest barrier getting help? The stigma. More than 2/3 of the population believe “addicts” are inherently bad people. They’re not.
Creative:
Addiction and mental health touches everyones life–But how much do we actually know about it? Together with Nationwide and the Ohio Opioid alliance, we tackled the stigma of addiction and mental health by putting Ohioans to the test via a made-up game show: Beat the Stigma. Through a virtual online game (Beathestigma.org), commercials, OOH, and more we challenged Ohioans to rethink everything they know about addiction and mental health.
Press:
Columbus Dispatch
Business Journal
Fox News
Ten TV
The campaign was such a success, they continued it through the next couple of years, creating spots that tackle the stigma of mental health.