Back to Life: Opioid Awareness 

In 2021, the West Virginia Department of Human Services approached our advertising agency to develop a compelling West Virginia opioid awareness TV and digital campaign focused on harm reduction, stigma reduction, and recovery. Our team was proud to lead this important project from start to finish.

Our subject, Lisa Marshall’s story is one of strength, resilience, and hope. Her journey began as a teenager when she was prescribed hydrocodone after breaking her ankle. Like many others, she struggled silently through much of her twenties, caught in the cycle of substance use. Eventually, Lisa found her way to detox and began her recovery.

As part of this West Virginia opioid awareness digital ad campaign, we carefully developed messaging that would resonate with those impacted by substance use disorder, showing that recovery is possible and stigma is a barrier we must all work to dismantle.

We partnered with a talented videographer to capture Lisa Marshall’s story on film. The video features Lisa sharing her journey openly, emphasizing the life-saving importance of carrying naloxone and encouraging others to seek help. Her story is a key part of the substance use recovery and harm reduction storytelling strategy we implemented to humanize the crisis.

Our agency also designed all digital ad assets for targeted individuals across various platforms. These assets were developed to reach people who may be struggling with substance use, as well as friends and family who want to better understand how to help. The visuals and messaging worked in tandem with the video to amplify the reach and effectiveness of the campaign.

This targeted opioid awareness campaign used both TV placements and programmatic digital ads to deliver Lisa’s story to the people who needed to hear it most. The goal was simple but critical: reduce stigma, raise awareness, and save lives through clear, compassionate storytelling.

Lisa’s story — featured in targeted ads to reduce stigma around addiction — continues to inspire communities across West Virginia. By combining creative storytelling, strategic ad placement, and a mission-driven approach, this campaign has helped shift perceptions and open doors for those in recovery.

“It can happen to anybody, anytime. It can be your cousin, your daughter, your sister…it doesn’t discriminate who it picks.” — Lisa Marshall

See Lisa’s story at backtolifewv.org/stories.