Our 2023 campaign had an enormous impact.
Film
Our theme for 2023 was 'Everybody Knows Somebody' and we were delighted to launch a high-end new film with captivating testimonies from over 40 participants talking about their own unique experiences of addiction. This film garnered incredible attention on social media (over 1 million plays) across our platforms, and helped us to secure media coverage across the week.
Event
"Let’s Talk About Addiction" was our main event for Addiction Awareness Week, with a live broadcast from The Brink, Liverpool (2nd November, 7:00 - 8:45pm). Hosted by our Patron, Bryony Gordon, our specials guests included Nicky Hamilton, Ali Gill, Chula Goonewardene and Harriet Strange – with an exclusive music performance by Dave McCabe (The Zutons). Over 1000 event registrations were made to watch the show live, among many others that joined us on the day.
News and media
On the back of our research-backed press release, we commissioned a poll through Ipsos Mori which enabled us to convey the scale of addiction in the UK. From a sample of over 2000 people, statistics included:
- 1,062 adults have ever experienced addiction or dependency or know someone who has
- 813 adults know someone close to them who has experienced addiction or dependency
- 468 adults know a family member who experienced an addiction or dependency
We gained coverage in news media including Lorraine (ITV) and several newspapers.
Social media
We made a big noise on social media, and with the help of our campaign partners, able to get over 1 million social media impressions with our range of educational, inspiring and real-life case studies associated with the campaign theme.
Cultural impact
Addiction Awareness Week very sadly coincided with the passing of Matthew Perry, the brilliant actor and comic performer. When approached for comment, our campaign was able to help ensure that addiction in mainstream media was discussed in a respectful way and highlighting how addiction can truly affect anyone and everyone. We noted an increase on the Google Trends graphs for ‘addiction’ during campaign week and this indicated that culturally this often underdiscussed subject matter was now being more openly discussed online – and likely reflected back in offices, community centres and homes.