Lift the Label

As the opioid crisis in Colorado has seemed to only escalate, The Colorado Department of Human Services, Office of Behavioral Health tasked Amélie with dispelling the many stigmas around opioid addiction, also known as opioid use disorder, with the end goal of encouraging more people to seek treatment. We introduced “Lift The Label,” a public awareness campaign aimed at creating a community of compassion around opioid use disorder through stories from Coloradans in recovery. We interviewed 15 Coloradans about their own harrowing experiences with opioid addiction, the stigmas they faced, and how they ultimately overcame them and found recovery.

The campaign garnered the attention of both local and national media outlets, resulting in more than 90 million earned media impressions during the months of May and June. Ultimately, the campaign encouraged people in Colorado and beyond to “lift the label.”

In the second year of the campaign, we focused on expanding our perspective to the loved ones that have had to experience their children, parents, and friends who have suffered from opioid addiction. By adding conversational approach between loved ones to our interviews, their stories became that much more emotional and powerful.

Disciplines: brand design, logo design, print design, art direction, ui/website design

YEAR 1
agency: amelie company / designer: daniel alfonzo / creative director: eric hines
senior copywriter: cecil bozard / art director: jennie jarzabek

YEAR 2
agency: amelie company / art director: daniel alfonzo / creative director: eric hines / senior copywriter: cecil bozard