Stop the Shame Landing Page

VMLY&R created emotional, controversial and conversation-provoking videos for First Call, a non-profit organization that provides clinical, educational and prevention services to individuals and families in the Greater Kansas City area impacted by alcohol and drug addiction.

As much as I'd love to take credit for the spots, our team didn't produce them. We were, however, tasked to create a landing page — not only a home for these emotional video pieces but also a place where we could help people understand the facts of addiction. We also wanted to encourage thought and conversation around the controversial question: Is addiction a choice, or a disease?

This project required a lot of research to understand the most compelling facts surrounding addiction, and the best way to present those facts to web visitors (knowing most would be mobile). It was a passion project that I'm proud to have been a part of. 

Videos

(For background — I did not write these scripts)

Landing Page Interaction

Visitors were asked upfront — is addiction a choice or a disease? The remaining site content is catered to their response — we're either giving them supporting evidence for their choice and encouraging them to share it, or we're working hard to present facts and convince them that (spoiler alert!) addiction is, in fact, a disease.

Watch a quick sample of site interaction below

Landing Page Results

Average website session duration was 5 minutes.

A pre-campaign survey indicated that 40% of respondents believed addiction was a choice and only 31% of users indicated that they believed addiction was a choice after engaging with our campaign, which was a 23% reduction.