JWT New York for Drugfree.org

Storytelling can be a powerful tool when it comes to facing substance abuse and addiction. To combat the stigma and silence that surrounds this important health issue, JWT New York, in collaboration with The Partnership at Drugfree.org, launched The Hope Share, an integrated campaign that calls on those affected by addiction – either personally or through family and friends – to come forward and share their stories of recovery, with the idea that sharing their story can change someone else’s.

 

The TV spots were directed by Jess Gonchor, highly regarded production designer known for his work on films like “No Country for Old Men” and “Moneyball.” The TV spots are his first pieces of work as a director.

 

The campaign includes tv, radio, print, digital banners and OOH. “The Hope Share” microsite (http://thehopeshare.drugfree.org/) on drugfree.org, was produced by Minds on Design Lab and houses the stories of recovery and addiction shared by individuals. Completing the media mix, Horizon Media secured major, pro-bono media support for The Hope Share, including donated advertising billboards in Times Square, NYC.