THE BRAND: The Salvation Army Adult Rehabilitation Centers

THE SITUATION: Drug and alcohol abuse is one of the most pressing issues of our time. The opioid crisis is killing more than 100,000 Americans per year, and costing the nation an estimated $1 trillion. The need for addiction and recovery services has never been greater. And yet, a variety of barriers — awareness, access, affordability, social stigma — persist in preventing people from getting the help they need.

THE SOLUTION: A systemic problem requires a systemic solution. And who better to champion a better way forward than one of the nation’s most respected leaders in addiction treatment and recovery: The Salvation Army Adult Rehabilitation Centers. A key messaging guide helped the brand more clearly articulate its position on the myriad of issues surrounding addiction and recovery, sharpen its point-of-view on the broader crisis, create a sense of urgency in addressing the problem, and underline the vital role of its programs and services. 

MY ROLE: Senior Strategist (supporting role)

• Market and competitive research

• Brand POV brief unifying key messages related to:

• The crisis

• The solution

• Our approach

• Our legacy

• Our brand(s)

• Related campaigns