September is National Alcohol and Drug Addiction Recovery Month. Now, to educate Americans that substance use treatment and mental health services can enable those with a mental or substance use disorder to live a healthy and rewarding life, Hackensack Meridian Health today announces a new campaign to raise awareness around Hackensack Meridian Health’s drug detox and rehabilitation center, Blake Recovery Center at Carrier Clinic, developed in partnership with Doner.
In developing the work, Doner conducted a series of patient interviews and zeroed in on a key insight. People rarely go to rehab following a particular life event. Instead, the pressure builds and builds until a person’s internal monologue reaches a breaking point.
That notion operates as the core driver behind “Enough is Enough,” which features a composite of real, sober patients of Blake Recovery Center and details the moments they became open to seeking help for their addictions. A series of :30 and :15 online videos share people’s “Enough is Enough” moments, the situations that prompted them to realize they need help.
In “Heroin,” a man riding a bus deep in thought realizes that, if he ODs again, it may kill him. He thinks about his behavior’s impact on his family, walking away from his thoughts to seek help. The final words of his inner monologue remain and dissolve away. “Alcohol” portrays a woman, her inner voice talking about her alcohol use disorder. Losing control, friends, and family, she realizes that she needs help. In “Opioids,” a man wakes up on the side of the road, wondering how he ended up there again. He acknowledges his need to get help – and actually follow through this time.
Through these spots, HMH underscores that its phone line is there for these “enough is enough” moments.The campaign launches in tandem with National Alcohol and Drug Addiction Recovery Month today, September 9th, across TV, OLV, print, streaming audio, and native.
“Our central phone line is crucial because we know the moments where people experiencing substance use disorder are open to help can be sudden and fleeting,” said Andrea Addesso, Vice President of Brand Strategy, at Hackensack Meridian Health. “We hope this campaign raises awareness around our services and opens the door for those seeking help.”
“The dynamics around inspiring people to seek treatment for substance use disorders are complex, more related to a series of smaller events than something cataclysmic,” said Pete Spender, Managing Director, Doner Health. “‘Enough is Enough’ is designed to connect with people who’ve experienced those smaller, internal moments and as marketers, we’re proud of this work and even more proud to be a part of the healing and helping process.”
TEAM CREDITS
Agency: Doner
Julie Murray, Strategy
Kayce Holland, Strategy
Michele Lake, Account
Melissa Zelinski, Account
Brian Nelson, Creative
Anthony Karagosian, Creative
Joel Wescott, Creative
Max Cullen, Creative
Brian Altman, Production
Nicole Chambers, Project Management
Brand: Hackensack Meridian Health
Andrea Addesso- Vice President, Brand Strategy
Larry Ginsberg- Director, Marketing Behavioral Health
Jennifer Netzband- Director, Marketing and Communications
