The Project

The Blanchard Institute hired the team at Active Marketing to create event collateral that would be used to introduce their new program and facility to the public—long before their doors actually opened to the public.

The Strategy

To showcase The Blanchard Institute’s commitment to changing the stigma that surrounds behavioral healthcare, Active Marketing created a micro-campaign for the facility’s introduction to the public called “The New Face of Addiction.”

Imagery associated with the brand and the campaign showed a diverse audience rather than the stereotypical “addict” imagery. In doing this, the message becomes clear and lasting that addiction and mental illness don’t discriminate, and quality treatment should be available to all who need it.