Recover for Life
We got to work in early 2020. Then came the COVID-19 pandemic, resulting in four consecutive weeks of opioid overdose surges resulting in several deaths. Our assignment took a pivot, instead of focusing on addressing the stigma our attention turned to the overdose surge situation, and we created a not-to-be-ignored campaign titled, “FCK Addiction.”
This unexpected pivot in our assignment provided an opportunity to gain insight into the community. We held focus groups with our audiences (individuals with addiction and loved ones of those in addiction), and sent a survey to community stakeholders to better understand thoughts and opinions about the campaign and the epidemic. They talked. And we listened.
They needed a sense of “hope” and positivity.
It was this insight for a sense of hope that laid the foundation for the second phase of our work with FCPH, tackling the original assignment to create an anti-stigma campaign. “Recover for Life” was born, with the intention to unite a community and end stigma, reaching residents behaviorally and contextually along the recovery continuum (whether someone in addiction, a loved one, or a community member).
As part of this campaign, we felt that the recovery from addiction deserved its own symbol, one that communicates the very real journey one goes through when they are in addiction. For that reason, a flower with thorns was created for this campaign. Why? Because recovery means growing as a person. It means going through serious hardship. It means letting support in as well as being supportive. It means finding hope and knowing that hope will always bloom. A flower with thorns perfectly represents the imperfect journey to recovery.