Worthy of Hope Ad Campaign

Worthy of Hope is an ad campaign that brings awareness to the opioid epidemic in Northern Ohio. The campaign does not shy away from depicting the gritty truth of opioid addiction. It aims to shock addicts into the reality of their lifestyle and directs them to the Worthy of Hope website, where they can find resources for recovery.

The campaign’s visual identity is dark, textured, and gritty with hand-drawn elements and typography. A consistent aspect of the ads is a death rate counter in the background, which brings humanity back to the crisis and highlights the number of lives lost to opioid overdoses.

Fall 2021