2009 PRO awards: The Recovery Project

Agency: Civic Entertainment Group
Client: A&E Network

With the success of its real-life drama Intervention, A&E is painfully aware of the 22 million Americans (and their families and friends) who struggle with addiction every day. While their program does a lot to raise awareness about getting help, the network wanted to do more, and in the process, establish themselves as a leading advocate for addiction and recovery. The result was The Recovery Project, a social outreach program and advocacy campaign designed to acknowledge addiction as a treatable disease and promote recovery.

A&E called on several high-profile organizations to partner on the project, including the National Council on Alcoholism and Drug Dependence, Partnership for a Drug-Free America and the U.S. Health and Human Services’ Substance Abuse and Mental Health Services Administration. The project was launched with a 5,000-person walk, including people in recovery, as well as their families, friends, politicians, non-profit leaders, recovery professionals, celebrities and supporters. The group walked across the Brooklyn Bridge toward New York’s City Hall Park, where a rally was held, emceed by comedian in recovery Mark Lundholm, with additional live entertainment. Also present were Recovery Delegates from all 50 states — people who have been in recovery for 10-plus years and who actively promote addiction awareness and recovery services in their local communities.

Public service announcements were recorded by celebrities Benjamin Bratt (star of the A&E addiction recovery drama The Cleaner), Whoopi Goldberg, Russell Simmons and Christopher Lawford. The PSAs ran during national recovery month (September) on the A&E, History and BIO networks. Intervention Town Hall Meetings, a year-round project, were held in local communities to discuss the root causes and consequences of addiction. Meanwhile, at therecoveryproject.com, visitors could plan or attend local events, share personal stories, advocate to legislators and community leaders and sign up to volunteer.
As a subject that hits home for many people, this campaign drew much attention, generating 7.5 million media impressions from 114 news stories, including write-ups in New York Daily News and Los Angeles Times and on Forbes.com. The Intervention show website received 500,000 unique visitors and 2.8 million page views, while the Recovery website received 40,000 unique visitors and 100,000 page views. The campaign also won a Gold PR News Award.