Alcohol, opioid, and heroin addictions are often looked upon as being a moral failings that only impact poor, uneducated people, but that is quite far from the truth. Addiction can affect men, women, wealthy, homeless, young, old, and everyone in between — and as long as there is shame associated with it, people will continue to needlessly suffer and die in silence.
When we began working with Recovery Centers of America, their social presence was small and their content was limited, focusing primarily on the amenities the treatment facilities provided. The Living Recovery campaign took the emphasis off the facilities, and instead focused on the problem (substance use disorder) and the solution (recovery).
Living Recovery is a storytelling campaign highlighting the inspirational individuals who have been affected by addiction.
We chose media channels that were organic to the message: blogs, social channels and email campaigns that allowed the community to connect to, and naturally amplify, the message.
The Result: Living Recovery blogs generated over 8 times more page views than any other campaign. The average user spent over 5 minutes on a Living Recovery blog page (which is the estimated time it takes to read the post in its entirety).
999 interactions led to 786 webpage views. Email communications gained a 24.6% open rate and 2.5% click through rate. And, most importantly, 23 people filled out the lead form to start down the path toward recovery.