CHALLENGE

Addiction is an alienating and terribly common disease. But unlike so many others, it’s one of the treatable ones. That’s why the Norfolk Department of Public Health wanted to encourage people to get help earlier. How? End the stigma around one of the most stigmatized disorders.

THE MOVE

Our primary audience knows they need help, but when society casts them away for not being able to help themselves, who will? We had to create empathy, showing we know how they’re feeling and how they’ve been labeled—frankly, like rubbish. At the same time, we wanted others to realize that—when you break down the physiology and psychology of it all—we’re all susceptible to addiction. Just like we’re all worthy of help. So, we provided the right resource, NorfolkPublicHealth.com, and end on the blue-sky silver lining: let’s treat this, together.