Substance use disorder is the focus of the Ad Council’s latest public service announcement (PSA) campaign launched this week. 

The Ad Council, in partnership with the Centers for Disease Control and Prevention, the National Council for Mental Wellbeing and the addiction nonprofit Shatterproof, kicked off the Start with Hope effort Wednesday.

The campaign released three 30-second commercials featuring people detailing their personal substance use battles and willingness to seek help to change their behaviors. 

Substance use disorders continue to plague the nation, with more than one-third of Americans suffering from either a substance use disorder or any mental illness in the past year, according to data released by the Substance Abuse and Mental Health Services Administration.

Start with Hope is also appealing to those at risk of developing a substance use disorder, with a primary focus on messaging to Black and Hispanic communities about hard reduction strategies and addiction treatment resources.

The ads were produced in both English and Spanish, with a call to action for the campaign websites: StartWithHope.com and ComienzaConEsperanza.com.

The PSA was developed pro bono by Accenture Song, which solicited input and feedback from people living with substance use disorders in order to underscore the power of hope for those struggling with addiction.

Going forward, the ads will run nationwide on broadcast, digital, social, out-of-home and print channels thanks to donated media time and space.

“This critical new campaign uses hope to show people impacted by substance use disorders that recovery is more than possible — it can be a reality when individuals have access to proven harm reduction and treatment resources,” Michelle Hillman, chief campaign development officer for the Ad Council, said in a statement. “We’re grateful for our partners and Ale, Ariel and Joseph for sharing their stories as part of this campaign. Together, we are making a significant impact in the lives of millions across the country.”

The Ad Council noted that recovery is not a one-size-fits-all process and that it takes several factors and resources to help a person improve their condition.

Start with Hope was launched shortly after the Ad Council debuted its Love, Your Mind campaign in conjunction with the Huntsman Mental Health Institute. 

The PSA highlights the nation’s ongoing mental health crisis while pushing for people to take meaningful steps to pursue behavioral health care and professional help. Advertising agencies FCB New York and FCB Chicago were involved in the production of that campaign’s creative assets.

For a March 2024 article about Aleve’s campaign underscoring opioid addiction risks, click here.