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The Anti-Stigma Campaign

Nassau Alliance for Addiction Services (NAFAS)


The Situation:
During the early 2000s, the New York Office of Alcoholism and Substance Abuse Services (OASAS) reported a steady increase in drug and alcohol use, specifically on Long Island. Nassau County treatment agencies, which had worked independently for 30 years, needed to take a strong call to action to reach out to those in crisis. With the support of Nassau County, these agencies sought to:

1. Create a recognizable identity.
2. Overcome the stigma of drug and alcohol dependence.
3. Promote to people that help is available.

Strategy:
The Nassau County treatment agencies turned to Progressive Marketing Group, Inc. to devise an umbrella identity and an anti-stigma campaign. PMG developed a new coalition name, NAFAS (Nassau Alliance For Addiction Services). Next, the strategy was to create a centralized resource,

"One Voice", and to promote a compelling, positive message that help is available. With minimal funding, PMG needed to devise a memorable, creative advertisement that could be utilized for other tactical items such as brochures, community posters, resource directories, and more. PMG's advertisement featured a young woman composed of a montage of thousands of people's faces. This young women's face became the identity of NAFAS, and gave image to the faces of addiction. The headline, "You're Never Alone On The Road To Recovery" became the tagline/slogan and program driver. NAFAS successfully promoted the message within the community that help was available...to eliminate the stigmas of addiction...and to let people know help was only a phone call away.

Results:
(1) Within a month of the launch, the local media supported the campaign and publicized NAFAS throughout their broadcast and reach areas. Community awareness grew and press conferences were broadcast on television and radio. (2) The NAFAS phone number and website were promoted on a regular basis, and "The Face" posters were put up in schools, universities, community centers and libraries throughout Nassau County. (3) Treatment agency visits rose almost immediately as people started to call for help. (4) NAFAS began co-branding with Suffolk County and created a joint coalition that still remains in effect today.


Based in Melville, Long Island, New York, USA, Progressive Marketing Group, Inc. originated and pioneered the concept of the Strategic Marketing Organization (SMO). Our proprietary strategic solutions are based on Positioning, Messaging and Branding. We design and produce tactical solutions as a means to attain business goals. Our solutions may include advertising, identity and logo development, collateral, newsletters and enewletters, email and direct mail, multimedia, events and exhibits, website design and development, mobile marketing, mobile sites, mobile apps, Flash design and animation, public relations, search engine optimization...and more. To find out how our SMO services can help you reach your business goals and help your bottom line, call PMG at 631-756-7160 or email us at info@pmgstrategic.com.


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