This work is intended to start a conversation. 

Research shows opioid overdose is the number 1 cause of death for Americans under 50. So to say we have a problem is an understatement. Most people perceive rehab as the best and only way to treat Opioid use disorder (OUD). They believe medicine as treatment is just trading one habit for another. But the reality is:

Would you gamble your life on those odds? F*ck no. It’s time for an incendiary message that wakes people up and calls rehab out.

The F*ck Rehab campaign for Ophelia, a virtual platform offering medication assisted treatment for opioid addiction, not only positions Ophelia as more effective than rehab, but it shows people you can disrupt addiction without disrupting your life. 

Rather than tapping into the metaverse or producing a flashy stunt, we allowed our messaging to do the heavy lifting through traditional OOH media. We created wild postings displayed on commuter routes in two of Ophelia’s key markets, Philadelphia and Portland. The campaign pulls inspiration from protest speech, and aesthetic from modern anti-capitalist art and punk design.

To learn more, go to ophelia.com/rehab-relapse

ROLE: Creative Director
RESPONSIBILITIES: Concept Development and Art Direction
DELIVERY: OOH, Brand Identity