A New Take on Addiction Therapies

The Confidant Health team came to us for a campaign ahead of their app launch that would inspire people struggling with addiction to consider a more modern approach to treatment. They felt that, while they've helped countless people over the years, abstinence and 12-step programs might not be the best option for people struggling in the 21st century. They're offering a new service backed by science, run by passionate medical professionals, and available even during a quarantine (which is something we were still dealing with at the time of launch).

I proposed a campaign that didn't beat around the bush -- that we should come right out and say what we were thinking. Abstinence is largely ineffective and AA is older than the Queen. We also focused on the impracticality of attending in-person meetings during the early days of COVID in order to promote their new app-based group therapies.

Attending in-person meetings wasn't really an option in 2020. That was a major problem for folks depending on their AA meetings to keep them sober.

We also focused on the fact that individualized treatment programs are often more effective than traditional therapies.