Opioids killed over 42,000 people in the US in 2016 and Colorado isn’t immune to the effects of the epidemic. Within our research was the fact that one of the barriers keeping people from reaching out for help was the stigma attached to addiction. Working with Colorado Department of Health Services (CDHS) interviews of over 10 survivors were conducted to learn their story and stigma’s they faced.

The result was the “Lift the Label” campaign to help the public realize this isn’t a black and white issue. A look and feel was developed using prescription labels to dehumanizing the survivors but speak to their plight.


Firm: Amélie Company
Role: Creative Director

Published by Eric Hines

Creative Director with a passion for building and creating brands.