Following the merger between The Center on Addiction and Partnership for Drug-Free Kids, two leading addiction nonprofits, the Partnership to End Addiction was born, a national NGO with a mission to change the way the States see and address addiction. “We are now a combined organization helping family members embrace the critical role they play in ending addiction,” said Creighton Drury, Chief Executive Officer at Partnership to End Addiction. “When we foster strong connections with loved ones, we see better outcomes in prevention and treatment — and in strengthening families and communities as agents of change in transforming the way our nation addresses addiction.”

The organization’s campaign, made with the help of DiMassimo Goldstein agency, Bonfire studio, music by two-time Grammy-nominated band The Lumineers, and sound design by JSM Music, focuses on closing the immense gap that forms between members of families, one of which is addicted to drugs and the other desperately wanting to help their dear one. The “Start with Connection” campaign is supported by 3D-animated video series and a podcast, hosted by Emmy-Award-winning journalist and bestselling author Elizabeth Vargas. The Partnership’s targets are parents and caregivers which the NGO wants to reach through TV, print, radio, and digital.

The #StartWithConnection campaign is aimed at nurturing empathy and understanding while offering hope and plenty of resources to start a conversation around this theme. The song “Salt and the Sea,” which complements the video’s audio, comes from The Lumineers‘ III album — a story about addiction in three acts. The ads that accompany the campaign will be visible as 60-, 30-, and 15-second broadcast units and a shot-video version for select online distribution.

“The loneliness and isolation of the pandemic are exacerbating the addiction crisis at an alarming rate,” said Emily Moyer, Chief Marketing Officer at Partnership to End Addiction. “While everyone is talking about physical distancing and wearing masks, we are encouraging family members to begin closing the emotional distance in the home.”

The campaign’s message is even more powerful, as behind it stands a person who is in recovery. Brendan O’Neil, Founder of Bonfire, talked about what this initiative meant to him: “Myself being in recovery for four years and having Bonfire teammates also affected by addiction, I knew we were perfectly positioned to tell a beautiful and sincere story, which I felt was paramount to the project,” he said. He also adds that the campaign’s message, “Start with Connection,” is really important and that he wished he had heard it too. “We need families and parents impacted by the disease of addiction to know that there is a place they can get help. When you make the connection, you open the door to recovery.”

Parents who are struggling with a child with addiction are advised to “Be kind. Be patient. Take care of yourself,” O’Neil underlining how important is to not lose temper in such situations. “It’s important to react with kindness and love instead of anger and frustration — as hard as it may be at times. It’s also important to remember that there are no guarantees in the journey of recovery and no matter how hard you may try to help, sometimes, nothing works.”

The “Heart of the Matter” podcast is available on iTunes, Spotify, and other platforms. Hosted by the journalist, the new podcast is created to inspire people to seek help. Amongst the guests, there are NBA player Chris Herren, journalist and bestselling author David Sheff, and former U.S. Representative Patrick J. Kennedy.

Credits:

Client: Partnership to End Addiction

Agency: DiMassimo Goldstein

Production: Bonfire VFX

Sound Design: JSM Music