Rethinking a Social Problem
Drug addiction not only affects people who suffer from it but also has negative impacts on society as a whole. In Madrid, every year there are deaths and emergency situations related to drug use. However, due to the stigma and complexity surrounding this issue, many of them refuse to seek treatment and struggle through the process alone, out of fear of the consequences.

Zero Stereotypes
To address this reality, the Madrid City Council recognized the need to raise awareness, educate, and inform the population about addictions. To achieve this goal, together we launched a campaign aimed at reducing stigma and addressing addiction as a mental illness, with the goal of raising awareness about the importance of seeking specialized help.

Asking the Right Questions
We asked ourselves what would happen if we opened the conversation, making it easier for people to seek treatment for addiction and also prevent other associated problems.

Our campaign messages serve as a demonstration of support, letting those who suffer from addiction know that they are not alone. Phrases such as “Are you okay?”, “How are you?” and “How can we help?” represent different voices that appeal to those struggling with addiction and the people around them.

Through open and constant communication with professionals from the Madrid City Council who have long experience in the area of addictions, we found scientific support to provide strength to our messages.

From an understanding and empathy perspective, the resulting campaign shows genuine interest in the recovery of those who face this difficulty and invites them to seek help from the specialized resources of the network of municipal centres and services in the capital.

This is Just the Beginning
On the day the campaign was launched, 5,481 visits were registered on the website, and within just three days, this number increased to 13,200 visits and 10,600 active users.

While the process of overcoming addiction is long, removing the stigma and social punishment associated with it can be a first step towards prevention and recovery.