We were enlisted by Colorado Department of Human Services (CDHS) to create an ambient tactic to extend the Lift the Label campaign. We worked from the insight, “Recovery from addiction often starts with the simple act of reaching out to someone with love and support.” Using simple greeting cards as a brand activation concept, we created a connection between friends and family to show that they are not alone in their fight against addiction.
The project was an immediate success. Cards literally flew off the shelves and the website. At launch, 6,600 cards were ordered online in the first 48 hours. That number eclipsed 10,000 cards in the first week alone. By week’s end, we were already in the throes of a second round of printing, and by the end of the month we had sent cards to all 50 states.