The National Council on Alcoholism and Drug Dependence fights the stigma and the disease of alcoholism and other drug addictions.
The approach of the campaign for NCADD, focuses on the hurdle of getting the addict into a rehabilitation facility. It is meant to inspire and encourage the addict, making the process of recovery inviting and easy to understand.
While Lara McCormick completed her 'MFA Designer as Author Program', Lara met the president of NCADD, and decided that they would work together in the future. This campaign is based on much of that thesis, with content and final deliverables altered and fine-tuned to fulfill the NCADD's needs, making the process of recovery inviting and easy to understand, and encouraging people to call the NCADD Hopeline or visit their website to get more information about how to get themselves or someone they know into recovery.
Altogether, three brochures and three posters were related. Each targeting a different audience, but because of the anonymity factor associated with recovery, Lara used vector illustrations and took photographs in which the faces of individuals could not be seen. People are responding to the unique look and feel of this campaign, which, in approach and execution, resonates with all those in the recovery field.