An advertising agency’s mission is always to do the best they can to help their clients win. This may mean winning brand recognition or winning new customers and Members. Much of the time, winning takes the form of lighthearted campaigns that make the target audience think, smile, and connect with the company that is reaching out to them. Sometimes, though, marketing is serious business that tackles serious issues.
When we were approached by MFI Recovery to pitch a campaign that would help them help others, we took our job seriously. Drug and alcohol addiction runs rampant in America. It’s reported that 40 million people, 12 and older, are addicted to some form of “drug,” and only 10% of those addicted seek help. We all know someone who has been affected by drug abuse and we all want our friends and families healthy and happy.
Personifying Addiction
Addiction is an inner battle. It’s a constant struggle of pushing and pulling between the person you know you can be and the addicted side of you. Typically, addiction and recovery centers run overtly serious ads meant to unsettle the audience and goad them into taking action and getting help. We didn’t want that. We wanted to inspire those who are in the fight to win.
The HyattWard team pitched the idea of personifying the internal struggle with a fight in the boxing ring, a fight with yourself. And we were thrilled when MFI Recovery decided to let us run with it.
Tapping the local resource of the Fontana Boxing Club to shoot our television spot allowed us to capture the essence of that battle and the message that with help – you really can let yourself win.
We hope this ad inspires those who are out there struggling alone to bring MFI Recovery in their corner and win.
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