Campaign for Project Lift, an educational program of the United Way of Central Maryland to support substance abuse treatment. It provides recommendations that businesses, individuals and families can take to help those that suffer from addiction.
Filosofia
The campaign clearly takes a problem-solution approach, in which "real" people talk about people in their life who have experienced problems with drug and alcohol. After talking about who the individual in their life with the problem was, they emphasize that they "had" a problem, and no longer do...thanks to treatment. It is an emotional, personal approach that has been hugely successful in getting individuals to raise their hands for treatment.
Problema
The objective of the campaign is to clearly communicate that drug and alcohol abuse treatment works.