Case Study: ReachNJ

NJ Department of Health

New Jersey Department of Health launched ReachNJ, a statewide addiction helpline, to address the rise in opioid-related deaths and provide 24/7 confidential support.

Objective

Destigmatize addiction and encourage addicts and their families to seek treatment by changing public perception of addiction from a moral failing to a treatable disease.

Strategies Implemented

  • Narrative Reframing

  • Targeted Storytelling

  • Integrated Media Plan

  • Support System Messaging

Results

18% immediate increase

in calls to the ReachNJ hotline upon launch.

Sustained increases

in calls throughout the campaign’s lifecycle.

Increased awareness

across NJ that addiction treatment was confidential, free, and accessible

Creative Highlights

  • Video series featuring real families (“Vanessa’s Story,” “Donna’s Story,” “Kevin & Mary Ann’s Story”).

  • Campaign visuals using powerful, empathetic photography and bold hotline placement.

  • Newspaper-style headlines (“NEW HOPE FOR ADDICTS”) and multilingual assets.

Summary

ReachNJ successfully shifted perceptions of addiction, removing stigma and encouraging thousands of New Jersey residents to seek help. By combining powerful storytelling with a sophisticated, multilingual media plan, the campaign drove measurable impact in hotline engagement and public awareness.