This is why I love working with smart planners. They dig and dig until they find just the right insight and then let the creatives play. I think this was one of the first campaigns to use the fact that drug addiction was a disease. You wouldn’t shun your dad for having heart disease, why stigmatize those with addiction? The rest just took off from there.

Executive Creative Director: Gary Mueller
Creative Director/Copywriter: Jeff Ericksen
Art Director: Shawn Holpfer
Director: Tony Kaye
Photographer: Dale Stinton
Producer: Terri Burmester