Description
In 2025, people recovering from alcohol addiction continue to face deep stigma, often treated as social pariahs rather than individuals managing a health condition. This judgment has serious consequences: despite research showing recovering alcoholics face up to a 500 percent greater risk of alcohol-related cancers, tailored health outreach has been minimal, leaving many unaware of their risk. As a leader in sobriety health, Sober Sidekick set out to change this by shifting the focus from sobriety alone to long-term wellbeing.
The insight was simple and powerful. While annual cancer screenings are often forgotten, one date in recovery is never missed: a person’s sobriety anniversary. Cancer Chips were created to fit seamlessly into this ritual. Designed to look like traditional AA anniversary chips, they include a discreet cancer screening reminder written in the familiar language of recovery, placing health action directly into the hands of those most at risk at a moment when healthy living is top of mind.
The impact exceeded expectations. More than 130,000 recovering alcoholics have been reached so far, with 91 percent responding positively and 65 percent making screening appointments. By respecting recovery culture and removing judgment, Cancer Chips turned a deeply personal tradition into a life-saving health reminder, helping ensure that people who fought hard for sobriety are supported in protecting their future health.
This professional campaign titled 'Cancer Chips' was published in United States in January, 2026. It was created for the brand: Sober Sidekick, by ad agency: 21GRAMS. This Integrated medium campaign is related to the Health industry and contains 4 media assets. It was submitted 1 day ago.
