News, Social Good
October 23, 2018

LRXD and Face it TOGETHER Break Campaign to Help People with Addiction “Break the Cycle”

There’s no shortage of recovery options in our community, but Face It TOGETHER takes a much different approach. To support the grand opening of their 8,000-foot flagship center in Denver, we created an integrated campaign to raise awareness of that unique approach and invite people to get help. Media components include broadcast and connected TV, digital video and social media.

The campaign’s ultimate goal is to address the root societal cause of addiction rather than just the symptoms. Creative director Jamie Reedy added, “We hope to move in, at least in the beginning, to get more people — loved ones, employers and those with addiction problems — to simply say, ‘Help me find a better way!’”

Some of the ads feature individuals recording dashboard confessionals into their phone cameras on their “first” day of sobriety. What begins as proud declarative moments plummet into defeat as the days go by. Each ad tags with “Break the Cycle” and information on how to contact Face It TOGETHER. Another spot features a vintage neon sign that flashes the message “Sober.” However, the old sign is on the fritz, and when it’s fully operating, the message reads “Not Sober.” It flickers on and off. The campaign contains seven ads of varying lengths.

Face It TOGETHER was designed to approach getting people well the right way. The brand’s POV: Sober doesn’t necessarily mean better. Looking at sobriety as the only measure of success won’t get a person to the core of the problem and lasting wellness.

“This campaign really takes us in a new, bold direction that should help expand our reach and impact,” said Erika Batcheller, Chief Communications Officer at Face It TOGETHER. “We want to resonate with people emotionally — our goal is to stop people in their tracks and get them to think differently about addiction and the work that we do. We partnered with LRXD because of their unique emphasis on health and happiness and strong creative chops. They took us through a really intensive process to refine our positioning and strategy.”

Read Adweek’s coverage of the campaign here.