The Challenge

Recovery is often treated as something separate from everyday culture, especially in environments like concerts, festivals, and sporting events where alcohol is deeply embedded in the experience. 1 Million Strong set out to change that by making recovery more visible, welcoming, and culturally relevant. The challenge was to build a movement that could authentically serve people in recovery while inviting a much broader audience into the conversation around mental health, substance use, and belonging.

The Solve

I led the creative team in building 1 Million Strong into a recognizable cultural movement across brand, digital, content, campaigns, merchandise, and live experiences. We created a flexible identity and experience system that could move seamlessly from major festivals and sporting events to artist partnerships, social content, and community activations, making recovery visible without making it feel clinical or separate from the culture around it.

The Impact

In two years, 1 Million Strong grew from an idea into a visible presence across mainstream entertainment culture, showing up at major festivals including Coachella, Jazz Fest, Bourbon & Beyond, and Louder Than Life, partnering with artists including Marcus King, and extending into major venues like Oak View Group’s Acrisure Arena. The work generated 300+ earned media mentions, 40+ partnerships, 20+ industry adoptions, and 1,100+ new Phoenix members, helping prove that sober-inclusive experiences could belong at the center of culture, not on the sidelines.