Winner
Launching the World’s First Recovery Platform
Summary of work
100 million people globally are experiencing addiction, yet it’s commonly associated with ‘doom and gloom’, with very few positive narratives about the power and hope recovery can bring.
Connecting and supporting the global community of people in recovery, Recoverlution is the world’s first online addiction recovery platform. To launch with a splash and educate the public and media about not just addiction, but recovery, Recoverlution appointed M+F Health to implement a comprehensive media relations programme in July 2022.
Tasked with a) putting Recoverlution on the map as a first-of-its-kind recovery platform, b) raising awareness of recovery by challenging misconceptions about addiction, and c) enticing new partners and winning stakeholders’ trust, M+F devised and executed a multifaceted media campaign. This involved developing strategic messaging and issues management plans, conducting consumer research into attitudes towards addiction, selling-in the data-led news story to broadcast, print and online media, recruiting a celebrity ambassador with first-hand experience of addiction and recovery, and securing the support of charity and commercial partners.
Launch activity generated 73 pieces of media coverage across television, radio, print and online, reaching over 400 million. Recoverlution was featured in 20 television and radio outlets, including interviews with Good Morning Britain, Sky News and CNN.
Judges’ comments
M+F and Recoverlution achieved a lot on a small budget. The strategy was exceptionally strong and it showed a sensible, practical approach. The judges thought the it had brilliant implementation, with right and consistent messaging. The judges loved this campaign and thought it was very, very smart. It was Refreshing, well executed and extremely human. Overall, a thorough and well thought out piece of media relations.
