Lift The Label
In 2017 more than 67,000 Coloradans needed, but didn’t receive, services for a substance use disorder. Many cited that stigma was the primary barrier to seeking help. Amélie needed to develop a campaign to peel back the stigma around opioid addiction in order to help those suffering seek treatment and get the support of their loved ones.
Using storytelling as a catalyst for stigma reduction, we interviewed Coloradans about their harrowing experiences with OUD and how they ultimately found long-term recovery from addiction. These stories became the foundation of the campaign’s strategy. In 2018, Amelie launched the “Lift The Label” campaign designed to encourage people to “lift the label” of addiction.
The campaign featured grassroots initiatives that drove enormous success including, the Opioid Memorial Wall, 2Generation Toolkit and the Recovery Cards Project.