Stop The Shame
First Call
Issue 43 | June 2017
Agency
VML Kansas
Creative Team
Global Chief Creative Officer: Debbi Vandeven North American Chief Creative Officer: John Godsey Executive Creative Director: Aaron Evanson Group Creative Director (Copywriter): Dan Gier Creative Director (Art Director): Derek Colling
Production Team
Executive Producer: Tyler Smith Channel Director, Public Relations: Bill Patterson Channel Supervisor: Kris McDonald Channel Manager: Kaylee Oberzan Senior Insights Analyst: Nikki Hardin Channel Program Manager: Rachel Mozena Senior Channel Manager: Andres Ospino Channel Manager: Jacque Lippert Production Company: Plan A Films Director: Chusy Jardine Edit House: 19 Below Editor: Pete Meyer Audio Engineering: Sky Recording Owner, Audio Engineer: Jim Schrader Music Composition: Genuine Music Composer: John Ferreira
Other Credits
Group Planning Director: Emily Dore First Call President, CEO: Susan Whitmore
Date
March 2017
Background
Addiction is America’s most neglected disease. Over 27 million American report problems with prescription drugs, illegal drugs and alcohol. Every day, 91 die from opioid overdoses. Yet only 10% get meaningful help.
Addiction is also America’s most misunderstood disease. Instead of being viewed as a chronic condition of the brain, addiction is viewed as a choice or moral failing. While those suffering from other diseases receive support, addicts receive shame. This double standard keeps addiction hidden, prevents recovery and makes relapse more likely.
Idea
To change perception about addiction, a simple strategy was devised. What if we treated people with other diseases the way we treat people with addiction?
To illustrate this point, online films were created designed to start a conversation and stop the shame. The words people say to addicts were used and they were put into the mouths of family members you would expect to be compassionate. Instead of receiving love and support, a child undergoing chemo is shamed by his parents. Instead of receiving patience and understanding, a mother with Parkinson’s is attacked by her children.
Viewers were driven to StopTheShame.info where they were forced to make a decision: Is addiction a disease, or is it a choice? As they engaged with the site, they were given opportunities to change their opinion based on the facts presented.
The debate spread across social with conversations happening on Facebook, YouTube and Reddit.
Results
Over 25% of people who engaged with the campaign changed their opinion and now believe that addiction is a disease.