To change perception about addiction, we devised a simple idea: What if we treated people with other diseases the way we treat people with addiction?

Films were placed exclusively on Facebook with a media buy of only $5,000. To bolster the earned reach of our message, we tapped into existing conversations on Reddit, approached influencers and blanketed media outlets.

More than 25 percent of people who engaged with the campaign changed their opinions and now believe that addiction is a disease. Despite our limited media budget, the films exceeded 500,000 views and had an engagement rate seven times the pro bono benchmark.