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 frequently face prejudice and discrimination due to the public’s lack of understanding about the disorders. 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. 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.
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.
Substance use disorder, and substance-related overdose, are national epidemics and can affect anyone. MSAA wanted to help MDH spread this important message to reach as many people as possible, which is why it chose to partner with the Baltimore Ravens. A partnership with the Baltimore Ravens ensured a wider audience and increased the likelihood that people would tune-in to the messaging. Further, MSAA believes the 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.