The Anti-Stigma Campaign: Nassau Alliance for Addiction Services (NAFAS)

Situation

During the early 2000s, the New York Office of Alcoholism and Substance Abuse Services (OASAS) reported a steady increase in drug and alcohol use, specifically on Long Island. Nassau County treatment agencies that had worked independently for 30 years needed to make a united effort to reach out to those in crisis. With the support of Nassau County funding, these agencies sought to:

  1. Create a recognizable identity.
  2. Overcome the stigma of drug and alcohol dependence.
  3. Promote to people that help is available.

Quick Stats

Client: NAFAS
Industry: Addiction Services Coalition
Members: Over 30 Nassau County Agencies
Audience: Total Population of Nassau County

Strategy

The Nassau County treatment agencies turned to Progressive Marketing Group to devise an umbrella identity and an anti-stigma campaign. The strategy was to create a centralized resource, “One Voice”, and to promote a compelling, positive message that help is available. It was vital to the campaign to show that anyone can struggle with drug or alcohol problems…and there is no shame in asking for help for you or for your loved ones.

Tactics

With minimal funding, PMG needed to create a brand for the coalition.

PMG developed a new coalition name (Nassau Alliance For Addiction Services) and logo for NAFAS. With a solid identity in place, PMG devised a memorable, creative image that could be repurposed for all tactical items such as print ads, brochures, website, community posters, resource directories and more.

The image featured a young woman who was composed of a montage of thousands of faces. The young woman’s face gave an image to the faces of addiction. The headline “You’re Never Alone On The Road To Recovery” became the tagline/slogan and program driver.

Results

NAFAS successfully promoted the message within the community that help was available…to eliminate the stigma of addiction…and to let people know help was only a phone call away.

  1. Within a month of launch local media supported the campaign and publicized NAFAS throughout their broadcast and reach areas. Community awareness grew and press conferences were broadcast on television and radio.
  2. The NAFAS phone number and website were promoted on a regular basis and “The Face” posters were put up in schools, universities, community centers and libraries throughout Nassau County.
  3. Treatment agency visits rose almost immediately as people began to call for help.
  4. NAFAS began co-branding with Suffolk County and created a joint coalition that still remains in effect today.

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