Maryland Department of Health - Anti-Stigma

The Maryland State Ad Agency (MSAA) designed and launched an advertising campaign for the Maryland Department of Health (MDH) to raise awareness about the stigma of addiction. People with substance use-related disorders face prejudice and discrimination due to the public’s lack of understanding about the disease. Regrettably, when addicted persons grapple with stigma as well as their substance problem, the barrier to recovery becomes too much for many. Unfortunately, negative attitudes toward those who misuse substances or suffer from mental health issues are common in today’s world.
The target demographic for the statewide campaign was persons of 18+ years of age, 50% males and 50% females. The campaign included broadcast TV, cable TV, public TV, gas station TV, over-the-top (OTT) media, audio streaming, broadcast radio, digital and print media throughout Maryland.
Members of stigmatized social groups often face discrimination that prevents their seeking help and threatens to trigger psychiatric problems and difficulties with relationships. They often postpone seeking help. MSAA wanted this important message to reach as many people as possible, which is why it chose to partner with the Baltimore Ravens. Substance use disorder and overdose are a national epidemic and can affect anyone. MSAA believes its spot resonated with the target demographic because the campaign spokesperson is an athlete, a class of individuals normally considered immune from mental health disorders and their psychiatric consequences.