The Lift the Label campaign works to remove addiction and the stigma of addiction in Colorado. There are a lot of damaging labels around addiction, and even more so for those within marginalized communities. With a refreshed look and storytelling approach we sought to make treatment more accessible and recovery more possible by shedding light on the barriers to recovery.
For this idea to work, authenticity was always key. Ultimately, it was my responsibility to deliver on this by establishing a visual identity that was more equitable and approachable to a whole population. By engaging with this population, we were able to find people with first-hand knowledge and experience to help us uncover the truths and misconceptions of this disease.
