Lift the Label with prescription label over the face of a person

In 2016, an estimated 2.1 million Americans were addicted to opioids including both prescription opioids and heroin. The Colorado Department of Human Services, Office of Behavioral Health tasked Amélie with dispelling the many stigmas around opioid addiction, also known as opioid use disorder, with the end goal of encouraging more people to seek treatment.


We introduced “Lift The Label,” a public awareness campaign aimed at creating a community of compassion around opioid use disorder. By sharing real Coloradans’ harrowing experiences with opioid addiction and their road to recovery, we are breaking stigmas and encouraging others to seek treatment.


The integrated campaign launched at a press event at the State’s capitol. Speakers included then Governor Hickenlooper and several Coloradan’s that were featured in the campaign. Attended by every major news outlet, the event unveiled the Opioid Memorial Wall which was constructed of 4,200 pill bottles, each representing 10 Americans lost to opioid overdoses in one year.

Lift the Label Tactics: digital, preroll, website, advanced TV, ambient and OOH


The campaign garnered the attention of both local and national media outlets, resulting in more than 103 million earned media impressions during the first few months after launch. Ultimately, the campaign encouraged people in Colorado and beyond to “lift the label.”

Related Projects