Substance Use Disorder and Recovery Stigma Reduction Campaign

About the Program

Category: Health (Best in Category)

Year: 2023

To reduce public stigma against those with active substance use disorder (SUD) as well as in active recovery, Public Health – Seattle & King County and the King County Department of Community and Human Services, in coordination with the King County Council and Behavior Change Agency Rescue, launched health focused information and education campaigns consisting of media on connected TV, YouTube, Facebook, Instagram, billboards, and streaming audio that led consumers to the website supportaddictionrecovery.com, which contained science-based facts, statistics, and general information about SUD and recovery. The goal of these campaigns was to motivate a targeted audience of King County adults ages 19-65 to reappraise their views of those with active SUD and in recovery and replace these ideas with “substance use disorder does not define someone’s future.” With an 82% reach to the targeted audience based on impressions, clicks, GIF/video/audio completions, and website engagements, the campaigns were effective in exposing a majority of the 1.48 million adults in King County with stigma reduction messaging.