New Jersey Department of Health
Destigmatizing Addiction and Driving Statewide Awareness
ReachNJ successfully shifted perceptions of addiction, removing stigma and encouraging thousands of New Jersey residents to seek help through powerful storytelling and a sophisticated multilingual media plan.
Call Increase
Sustained Growth
The Challenge
Destigmatize addiction and encourage addicts and their families to seek treatment by changing public perception of addiction from a moral failing to a treatable disease.
Our Approach
Narrative reframing, targeted storytelling with real families, integrated multilingual media plan, and support system messaging. Launched video series and empathetic creative across print and digital.
The Results
The campaign drove measurable impact in hotline engagement and public awareness, increasing calls to the ReachNJ addiction helpline and expanding awareness that treatment was confidential, free, and accessible.
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