Colorado-based, national indie agency Vladimir Jones has partnered with Porch Light Health, a leading addiction treatment and recovery network with 60+ clinics in Colorado and New Mexico, for a new multichannel ad campaign launching in September, which happens to be Addiction Recovery Month.
Porch Light Health, formerly known as Front Range Clinic, is expanding its network and services across Colorado and New Mexico at the leading edge of addiction treatment. Porch Light offers those suffering from addiction challenges a wide range of services from Medication for Addiction Treatment (MAT) to behavioral health therapy that is accessible to all.
The centerpiece of the new work is an anthemic yet intimate pool of :30 CTV/video spots that offer a solemn yet hopeful message that there is “Life Beyond Addiction” for those suffering from such addictions as opiates and alcohol. In a tone that is serious yet loving and compassionate, the work aims to avoid glossing over the struggles and challenges of addiction while still offering hope and a path forward.
This campaign’s arrival is timely as it dovetails with the news that the “Biden administration is finalizing a sweeping expansion of regulations that require insurers to cover mental health and addiction care on the same terms as other care.”
WHY
This new campaign was designed to fulfill Porch Light’s new patient acquisition goals at a critical time as it expands aggressively into New Mexico in 2024 and then to potentially four other markets starting in 2025. New Mexico consistently has the highest alcohol-related death rate in the country and ranked sixth nationally for drug overdose deaths in 2021.
HOW
The overarching goal with this work is to shift the conversation of the Substance Use Disorder (SUD) industry away from the historical zero-sum competition among treatment centers. Instead, Porch Light is positioning itself as an antidote to the multi-billion dollar marketing behind the alcohol industry and Big Pharma that plays a large role in creating addiction.
WHO
This work is aimed at the broadest audience imaginable as addiction touches every demographic and economic strata. Shame about addiction keeps people from raising their hands to self-identify. The new work is also targeted at the people who love and are close to the people with SUD:
- 46.8 mil. (16.7%) of Americans aged 12+ battled a substance use disorder in the past year.
- Of those 46.8 mil. Americans, only 5% or 2.8 million are seeking help.