MAT: Approaching Addiction with Authenticity and Clarity to Empower Change
Addiction is a sensitive subject that must be handled with care. At Marketsmith, it is in our DNA to be an active participant in our partner’s initiatives; we care deeply about this topic and understand the importance of being a resource for those that are facing challenges with addiction. For this campaign, the objective is to utilize digital and traditional marketing strategies to ensure New Jerseyans dealing with addiction are aware of the ReachNJ Hotline, have access to information on Medication Assisted Treatment (MAT), and can take action to get help. With such an important message, it is essential to:
- Build awareness around MAT as an option for recovery
- Authentically connect and engage with the audience
- Provide clear and actionable steps to take action
- Approach with empathy and provide information; do not patronize
With an estimated two million Americans battling an opioid addiction, Medication Assisted Treatment, also known as medication that can support recovery, has proven to be clinically effective, and has largely reduced the need for inpatient detoxification services. MAT is defined by the Substance Abuse and Mental Health Services Administration (SAMHSA) as treatment used to treat substance use disorders as well as sustain recovery and prevent overdose. MAT is the use of medications, in combination with counseling and behavioral therapies, to provide a “whole-patient” approach to the treatment of substance use disorders.
Aligning a Powerful Message with an Omnichannel Media Strategy
Video allowed the team to explore real-life stories, using blurred, time-lapsed backgrounds to symbolize how one may deal with the feeling of missing out on being present with, and enjoying time with their family due to the extremely tough battle with addiction.
Billboards and digital display ads were implemented to assist in building awareness and education. The copy needed to be on brand to build upon existing awareness, have concise messaging to communicate quickly as the audience may be in transit while viewing, and the message must also be powerful enough to empower action among the audience.
Addiction and substance abuse affects us all, which means it’s up to all of us to provide support and help to those in need. If there is anyone in your circle, please do not hesitate to call 844-REACHNJ