This campaign for the BC Ministry of Mental Health and Addictions focused on breaking down the stigma surrounding mental health and substance use by highlighting the power of real stories. Working with The Now Group, we developed a series of short films featuring individuals like Mike, Olivia, Trevor, Remy, Brandon, and Paul—each courageously sharing their lived experiences with addiction, recovery, and the ongoing journey toward wellness.

The goal was to spark deeper conversations across the province, helping viewers see the humanity behind the headlines and understand the complexity and individuality of each story. Rather than relying on fear-based messaging, the campaign embraced a compassionate, person-centered approach—underscoring that connection, empathy, and support can be powerful lifelines.

The final content was part of a province-wide awareness initiative, aiming to shift perceptions and encourage more open, judgment-free dialogue around mental health and substance use. The result was a powerful, grounded series that resonated deeply with individuals and communities.