Lift the Label

Opioids killed over 42,000 people in the US in 2016 and Colorado isn’t immune to the effects of the epidemic. Within our research we found that one of the barriers keeping people from reaching out for help was the stigma attached to addiction.Working with Colorado Department of Health Services (CDHS) we interviewed over 10 survivors to learn their story and stigma’s they faced.

The result was the “Lift the Label” campaign to help the public realize this isn’t a black and white issue. We created a design based on the strategy using prescription labels to dehumanizing those through the drugs that were initially legally prescribed.

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“ The Lift The Label campaign is one of the top four initiatives established during my tenure in office.”

Governor Hickenlooper

:30 Preroll | Austin Eubanks | Columbine Survivor
:15 Preroll | Dana Knowles | Former News Anchor
2:30 Long Form
Firm: Amélie Company
Role: Creative Director