Overdose Lifeline #ChooseEmpathy Campaign | Clapboard Ad Archive

#ChooseEmpathy - The Experiment

Description

#ChooseEmpathy - The Experiment, launched in 2019 by Overdose Lifeline in the United States, is a compelling direct marketing initiative within the Public Interest sector designed to reshape societal perceptions of substance use disorder. This campaign confronts the deeply ingrained stigma that frames addiction as a moral failing rather than a medical condition comparable to heart arrhythmia or hypertension. By inviting the average American to engage with the realities of attempting to overcome addiction, the campaign humanizes the struggle inherent in recovery and fosters a greater sense of understanding and compassion. Utilizing a single potent media asset, #ChooseEmpathy - The Experiment seeks to dismantle judgment and encourage empathy towards individuals battling substance use disorder. Through its innovative approach, the campaign amplifies Overdose Lifeline’s mission to elevate public awareness and transform conversations around addiction, ultimately advocating for more supportive attitudes and policies. This focused communication effort underscores the critical need to recognize addiction as a disease, promoting a shift in public discourse from blame to empathy, paving the way for community support and improved health outcomes.

Credits

Client

Overdose Lifeline

Creative Director

Jake Parker Reilly

Campaign Proposition

The campaign "#ChooseEmpathy - The Experiment" by Overdose Lifeline seeks to shift public perception of substance use disorder by reframing it as a medical condition rather than a moral failing. The brand proposition centers on fostering empathy and understanding by illustrating the challenges faced by individuals attempting to overcome addiction, thereby promoting the notion that addiction is a disease similar to other chronic health issues like heart arrhythmia or hypertension. This positions Overdose Lifeline as a catalyst for changing societal attitudes and reducing stigma. Strategically, the campaign uses a social experiment format within the public service domain to engage the general American population, leveraging the insight that addiction is often misunderstood and stigmatized. By inviting viewers to witness the complexities and struggles inherent in "kicking the habit," the campaign aims to create an emotional connection that transcends judgment and encourages compassion. The choice of a documentary-style approach adds authenticity and credibility, making the experience relatable and impactful. This creative angle seeks to educate and influence public discourse, ultimately supporting broader efforts to improve support systems and public health policies around addiction.

Creative Device

FORMAT#1 DEMONSTRATION — Directly shows how a product works and highlights its benefits. This campaign, "#ChooseEmpathy - The Experiment," most clearly fits the DEMONSTRATION format because it is structured as a documentary/social experiment aiming to make the viewer "understand what it was really like to try and just ‘kick the habit’.” Instead of leaning on narrative or symbolic elements, the campaign sets up a simulated situation or experiment that lets people experience first-hand the challenges faced by those with substance use disorder. The focus is on directly showing the experience (or "product" here being empathy and understanding) rather than constructing a story arc, problem-solution metaphor, or symbolic analogy. Unlike testimonial or benefit-driven stories, the campaign’s social experiment approach lets its audience witness, transparently, how real people fare when asked to do what those with addictions face—thus, it is a classic demonstration format. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats