Living Proof (Opioid Addiction Treatment Campaign)

"More New Yorkers die of drug overdoses than homicides, suicides and car crashes combined. Over 80% of drug overdoses in the city involve opioids, which include heroin and prescription painkillers, such as:

  • Heroin
  • Morphine
  • Oxycodone
  • Hydrocodone
  • Fentanyl

Recently fentanyl, a drug that is 50 times more powerful than heroin, has been showing up in heroin, cocaine, pills marked as Xanax® and other drugs. Fentanyl was involved in nearly half of the overdose deaths in NYC in 2016.

Not everyone who takes opioids (or other drugs) will develop an addiction, but for those who do, help is available in NYC. Getting help for an addiction does not mean having to leave home, a job or school." - NYC DOH

If you take the subway in NYC this spring, you're likely to see this campaign, it's everywhere!

Many thanks to the amazing teams at the NYC DOH, Thrive NYC, Sherry Matthews Advocacy Marketing, and Corra Films. It was an honor to work with these incredibly brave subjects, each battling to find their new way. Profoundly inspired. Let's hope they are able to shine a light for others to follow.