Spotlighting real stories of substance use recovery to replace stigma and fear with hope, joy, and community.
Stigma is one of the most prominent barriers to treatment for Substance Use Disorder (SUD), especially for Black, Hispanic, and Native American communities. Redhead partnered with Mid-State Health Network (MSHN) to create Celebrating Strength, an anti-stigma campaign tailored to those experiencing SUD as well as the general public across four Michigan counties. Guided by focus groups with people in recovery, we discovered the need to highlight joy, hope, and community in recovery stories. The campaign included a microsite (CelebratingStrength.com), first-person video testimonials and stories, billboards, radio, and streaming ads, alongside a digital advocacy toolkit for trusted local partners. By pairing broad visibility with grassroots activation, Celebrating Strength laid the groundwork for reducing stigma and inspiring individuals to take the first step toward treatment.
billboard impressions, across four counties for two months.
email open rate for community partner outreach.
