ICE Help // Recovery is Possible. Help is available.

Real stories involving real people that create lasting positive change is something we do well and love being a part of. We take pride in being able to give back to our community and make a difference – it’s a big part of why we do what we do.

The subject of drug addiction is one that is complex, challenging, emotionally charged, and requires a sensitive and empathetic approach. We drew on our experience working with vulnerable and underrepresented community groups and formulated a strategy for a suited of content that:

• Shifts the perspective away from the ugliness of the drug ICE to focus on the people who need help.

• Provides a clear and consistent call to action on where people can get help.

• Provides reassurance that recovery is possible and help is available, backed up by solid information and proof.

• Provides a safe, credible and empathetic resource to help people in need, without judgement or preconceived notions.

The initial campaign saw us capturing a number of stories that were developed into a range of content. The central theme of these stories was to illustrate the journey of recovery, showing that while it will be hard and an ongoing process, help is available and recovery is possible.

Casting and directing talent for this project meant again drawing on our experience to ensure at all times our treatment of the people involved and their stories was sensitive, understanding, and our interview subjects always felt in control, sharing only what they were comfortable with and that they always felt safe and supported.

In each conversation we captured, we sought to illustrate that person’s unique journey, and deliver a message of hope that will inspire others to begin their own journey towards recovery.