How Our Listening Lounge Helped Shape a Powerful Addiction Recovery Campaign
At Vimarc, we have the privilege of working with truly exceptional clients, each one inspiring us in unique ways. Among them, The Healing Place (THP) holds an extremely special place in our hearts. THP offers a peer-to-peer recovery program for those struggling with a substance use disorder.
We began working with THP about 15 years ago. Back then, we were tasked with transforming their image from that of a homeless shelter into a respected recovery center. Earlier this year, we partnered with them again on a new challenge.
The opioid epidemic changed the landscape of addiction recovery. And while THP offers multiple options to support individuals on their sobriety journey, how could the organization stand out as an industry leader to better help those struggling with addiction? Read on for a glimpse at how we answered that question.
THE LISTENING LOUNGE AS A STARTING POINT
Before developing any creative concepts, we held multiple Listening Lounges, which you may have read about in a previous blog post. In case you missed it, the framework for a typical session is outlined below:
Since THP offers a variety of services, we wanted to make sure the structure of the Listening Lounges reflected this diversity. So, while meeting with leadership to understand their overall goals was crucial, it was equally important to engage with employees across various departments. That way, we could gain insights into employees’ experiences at THP and/or their personal participation in the organization’s recovery program. In all, we had seven sessions, making sure each agenda reflected what we wanted to learn from the following groups:
Alumni
Detox
Leadership
Outpatient
Residential
Veterans
Women’s Campus
PUTTING ALL THE PIECES TOGETHER
Using insights gathered from the Listening Lounges, our Account Services team developed a comprehensive creative brief that guided our copywriters and art directors in the campaign concepting process. To achieve maximum impact, it was essential for the campaign to resonate with the following target audiences:
Individuals struggling with substance use disorders
Their loved ones
Current donors
Potential donors
Additionally, our Creative team had to keep several key strategies in mind:
Focus on the peer-driven model that’s unique to THP
Develop a strong, consistent message that can be utilized for all of THP’s recovery services
Prove to those with substance use disorders that THP understands their current emotions and situations
Several big ideas took shape initially. And from there, the list was narrowed down to three concepts that we presented to the client.
CALM THE CHAOS CAMPAIGN
Ultimately, THP selected what we called “Calm the Chaos,” which was inspired by our Listening Lounges. Participating in these sessions gave us a deeper understanding of how those struggling with addiction are completely overwhelmed by the chaos in their lives. But THP’s peer-to-peer recovery model offers a critical ray of hope, helping individuals calm the chaos through genuine connection, understanding, and guidance. We also found that THP empowers clients with vital tools not only to recover but also to lead a more fulfilling and meaningful life.
To capture this transformative process, we set out to visually represent the experience of chaos and the powerful way in which THP’s program helps to untangle it.
OOH – BUS INTERIOR
DISPLAY PROSPECTING
DISPLAY RETARGETING
BUS SHELTER
FACEBOOK CAROUSEL
A HEARTFELT COLLABORATION
As we reflect on our ongoing partnership with The Healing Place, we’re filled with gratitude for the opportunity to contribute to their vital mission. Through our Listening Lounges, we not only gained valuable knowledge into their remarkable program, but we also heard firsthand the profound impact THP has on the lives of its clients, alumni, and staff.
These deep connections inspired us to create a campaign that we’re exceptionally proud of, and we’re excited to see how it will resonate with those seeking support, hope, and recovery.
While we invite you to check back for campaign results, we also want to know what’s on your plate. How can we help? Whatever your challenge, don’t hesitate to schedule your Listening Lounge. Sometimes, a fresh perspective can make all the difference.
