COBH — LIFT THE LABEL

Tasked with dispelling the many stigmas around opioid addiction, we introduced Lift The Label, a Colorado Office of Behavioral Health campaign urging Coloradans to reconsider the damaging labels that prevent those with opioid addiction from seeking effective treatment. Using prescription pill bottle labels to illustrate how stigmatizing can perpetuate inaction and indifference, we created a series of videos, OOH, and ambient executions based on the real stories of opioid abusers and their family members. Our goal: to give our audience a new perspective on how opioid addiction begins and perpetuates, while bringing hope to the prospect of recovery.