Hackensack Meridian Health “Enough is Enough” Addiction Recovery | Clapboard Ad Archive

Enough is Enough

Description

In September 2024, Hackensack Meridian Health, in partnership with Doner, launched the integrated campaign "Enough is Enough" to raise awareness about their drug detox and rehabilitation services at the Blake Recovery Center at Carrier Clinic. Timed to coincide with National Alcohol and Drug Addiction Recovery Month, the campaign addresses the often overlooked truth that individuals struggling with addiction typically do not seek help following a single event. Instead, their internal pressure mounts until reaching a breaking point, a deeply human experience captured through real stories of sober patients featured in the campaign’s three media assets. Through a series of poignant :30 and :15 online videos, viewers witness the pivotal "Enough is Enough" moments across different substance use disorders, including heroin, alcohol, and opioids. In one spot, a man aboard a bus reflects on the potentially fatal consequences of another overdose and the impact on his family, prompting him to seek help. Another depicts a woman confronting her alcohol use disorder as she acknowledges the losses caused by her addiction, while a third shows a man waking up on the roadside, recognizing the need to get help and genuinely commit to recovery. These narratives are grounded in extensive patient interviews conducted by Doner, ensuring authenticity and emotional resonance. The campaign strategically leverages multiple channels such as TV, online video, print, streaming audio, and native advertising to reach a diverse American audience. Central to the message is Hackensack Meridian Health’s commitment to being a supportive resource, emphasizing that help is available during those critical moments when individuals decide that enough is enough. The campaign reinforces Hackensack Meridian Health’s position as a leading integrated healthcare network dedicated to supporting mental health and substance use recovery with compassion and expertise.

Credits

Client

Hackensack Meridian Health

Agency

Doner

Strategic Planner

Julie Murray, Strategy, Kayce Holland

Account Management

Michele Lake, Account, Melissa Zelinski

Creative Director

Brian Nelson, Creative, Anthony Karagosian, Joel Wescott, Max Cullen

Production House

Brian Altman, Production

Project Management

Nicole Chambers, Project Management

Brand Strategy

Andrea Addesso- Vice President, Brand Strategy

Marketing Behavioral Health

Larry Ginsberg- Director, Marketing Behavioral Health

Marketing And Communications

Jennifer Netzband- Director, Marketing and Communications

Campaign Proposition

The "Enough is Enough" campaign by Hackensack Meridian Health aims to communicate that seeking treatment for substance use and mental health disorders can lead to healthy, rewarding lives. The campaign’s core proposition emphasizes the availability and impact of professional help through Hackensack Meridian Health’s Blake Recovery Center’s drug detox and rehabilitation services, underscoring a message of hope and intervention at a crucial moment of personal realization. Strategically timed with National Alcohol and Drug Addiction Recovery Month, the campaign addresses a nuanced behavioral insight uncovered through patient interviews: individuals rarely enter rehabilitation immediately after a singular event; rather, their decision to seek help comes after an accumulation of pressures leading to a breaking point in their internal dialogue. This insight informs the campaign’s creative approach, which focuses on intimate, documentary-style narratives portraying the “Enough is Enough” moments—specific instances when individuals mentally acknowledge the need for help. By featuring composite stories of real patients confronting addiction—from heroin and opioids to alcohol—the campaign personalizes the struggle and the turning point, enabling the audience to recognize similar moments in their own lives or those of loved ones. The use of inner monologues and realistic settings drives emotional engagement without dramatization, fostering relatability and destigmatization. The campaign’s integrated media strategy spans TV, online video, streaming audio, print, and native advertising, broadening reach across platforms used by the target demographic. By directing viewers to Hackensack Meridian Health’s support line during these pivotal moments, the campaign seeks to convert awareness into action. The synthesis of genuine patient experiences with a clear call to support positions the campaign as both a public health intervention and a trusted guide for seeking recovery.

Creative Device

FORMAT#7 PRESENTER TESTIMONIAL — A person explains the product’s benefits directly to the audience. This campaign most closely aligns with the Presenter Testimonial format. Rather than structuring each spot as a dramatized story or employing symbolic devices, the creative centers on authentic patient perspectives. By drawing from real patient interviews and composing vignettes around individuals’ genuine “Enough is Enough” moments, the campaign foregrounds personal confessions and introspective monologues. These segments are essentially first-person testimonials about reaching the crisis point of addiction, leading to the decision to seek help at Hackensack Meridian Health’s facility, with the call to action (the helpline) clearly connected to that personal realization. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

Competitive Planks

Mayo Clinic – Market Positioning Mayo Clinic is positioned as a top-tier, nationally recognized healthcare provider known for its integrated, patient-centered care and cutting-edge research. It differentiates itself through multidisciplinary teams, advanced treatment protocols, and a strong emphasis on innovation in both physical and mental health services, including specialized addiction and rehabilitation programs.

Cleveland Clinic – Market Positioning Cleveland Clinic emphasizes comprehensive, evidence-based care with a focus on science-driven treatments and coordinated patient management. Their brand is built on clinical excellence, patient outcomes, and extensive mental health and substance abuse services, supported by a global reputation for specialty care and a robust network of outpatient and inpatient facilities.

Kaiser Permanente – Market Positioning Kaiser Permanente leverages its integrated healthcare model combining insurance, hospitals, and outpatient care, focusing on prevention and early intervention. It stands out by providing convenience and coordinated care through digital platforms and a strong emphasis on mental health and addiction treatment within its extensive care management system.

Johns Hopkins Medicine – Market Positioning Johns Hopkins Medicine positions itself as a leader in medical research and education with a high focus on innovative, evidence-based treatment methods for complex health issues, including addiction. Their approach integrates psychiatric expertise with personalized care and advanced rehabilitation services, reinforcing their reputation for excellence in mental health care.

Hazelden Betty Ford Foundation – Market Positioning Hazelden Betty Ford Foundation is a specialized leader in addiction treatment and recovery services, recognized for its comprehensive, evidence-based programs and a compassionate, patient-first philosophy. It differentiates through decades of expertise in addiction care, peer support communities, and strong advocacy for long-term recovery and mental wellness.