Campaign Design · Social · Advocacy · Print
National Addiction Treatment Week
Gold — Association Trends All-Media Contest
Client
American Society of Addiction Medicine
Role
Campaign design · social creative · advocacy materials · print
Timeline
2017 — 2018
Deliverables
Campaign identity · Social creative · Advocacy toolkit · Print collateral
01 — Challenge
Addiction medicine carries stigma, clinical language and political sensitivity all at once. The campaign had to invite a general audience in without oversimplifying the medicine, stay credible to physicians, and give advocates something they could carry into a legislative office the same week.
02 — My Role
- Campaign identity and visual system
- Social creative for the Opioid Aware Chat program
- Hill Day branding, digital and print materials
- ASAM journal cover, brochures and postcards
How it was solved
03 — Creative Approach
01
Plain-language hierarchy
Led every asset with the human question rather than the clinical term, keeping medical accuracy in the supporting layer.
02
Campaign identity
Built a warm, non-clinical palette and type system that separated the campaign from typical public-health material.
03
Social-first system
Designed the Opioid Aware Chat social program as a sequence rather than isolated posts, so the conversation built across the week.
04
Advocacy extension
Adapted the same system into Hill Day leave-behinds, badges and printed toolkits for clinicians meeting legislators.
Systems thinking
The System
- Campaign identity
- Social sequence
- Web and email creative
- Hill Day advocacy toolkit
- Printed collateral
- Journal and publication design
Selected visuals
04 — Selected Execution
An integrated public-awareness campaign for ASAM that translated a complex, stigmatized healthcare issue into clear, humane communications across digital and print — extended into Hill Day advocacy materials for clinicians on Capitol Hill.
Evidence
05 — Impact
- Gold — 2017 Association Trends All-Media Contest (Social Media)
- One system extended from social to Capitol Hill advocacy
- Campaign materials reused across subsequent advocacy cycles