To combat the stigma of addiction and increase awareness of real solutions, Interact for Health partnered with Hyperquake to develop a campaign rooted in empathy, not judgment. I led creative direction and helped shape the narrative through deep research—including over 400 interviews across 11 counties and insights drawn from Dreamland by Sam Quinones.

What we learned shaped every part of the campaign: Addiction is a chronic brain condition, not a moral failing. Recovery is possible—but rarely linear. And connection, not isolation, is where healing begins. The result was a message of hope that resonated deeply. In just three months, the campaign generated over 28 million impressions, 61,000 clicks, and 99% positive sentiment on Facebook.