Alabama Department of Public Health
Creating awareness to end stigmatizing language statewide.
Stop Judging. Start Healing. The campaign theme empowers all of us to do our part in transforming the way people speak to, and speak about, individuals who suffer from chronic diseases in a direct, yet relatable tone. Throughout the campaign, we are encouraging behavior modification to move us all toward replacing shame with dignity, and marginalization with human value. “Stop Judging. Start Healing.” —is a calling for each person to be an active participant in recognizing and silencing the prejudice that exists toward those who don’t or can’t speak for themselves.
Within the first 48 hours of the campaign’s launch, stopjudging.org received over 2,000 views. Social Media drove engagement and visits to the microsite. After the first week of the campaign, Facebook ads had 308,245 impressions and 3,897 clicks. Youtube ads received over 37,000 impressions with a 14.9% interaction rate.
The multi-media campaign includes powerful TV spots, radio ads, billboards, indoor posters and a robust tool kit for the professional community.
Television / OOD
This research-based campaign focused on changing the dialogue around stigmatizing disorders and diseases, particularly Substance Use Disorder, Opioid Use Disorder, Mental Illness, and HIV/HEP-C. This effort heightens awareness surrounding stigmatizing language to make it easier for those affected to seek help from a more sympathetic healthcare community and the general population.
Talent was selected to represent each target group affected based on statewide demographic studies for each disorder.
The campaign and campaign elements received several ADDY® Awards, including Best in Show for Public Service at the American Advertising Awards.
- Marketing Action Planning
- Research Interpretation
- Concept & Campaign Development
- Art Direction & Graphic Design
- Broadcast Production
- Media Planning
- Social Media Management
- Social Media Listening
- Website Design & Development