Many people believe abstinence-based rehab is the most effective approach to drug and alcohol treatment. In fact, it can be deadly—a point made in memorable fashion in Ophelia Health’s “F*ck Rehab” campaign, which advocates for medications as addiction treatment (MAT).
The campaign—which won gold for Purpose-Led Campaign of the Year among providers and insurers in the Healthcare Marketing Impact Awards 2023—used outdoor posters, an influencer collaboration, organic and paid social posts, LinkedIn op-eds, PR outreach and a web landing page to raise awareness of MAT and Ophelia, educate the public on telehealth options for treatment and generally destigmatize addiction.
Treatment plans without MAT lead to a 90% relapse rate within three months, Ophelia says. Only one in three treatment programs offer MAT, even though it can be administered via telehealth and lowers geographic and lifestyle barriers to lifesaving care.