Enough is Enough

September is National Alcohol and Drug Addiction Recovery Month. Now, to educate Americans that substance use treatment and mental health services can enable those with a mental or substance use disorder to live a healthy and rewarding life, Hackensack Meridian Health today announces a new campaign to raise awareness around Hackensack Meridian Health’s drug detox and rehabilitation center, Blake Recovery Center at Carrier Clinic, developed in partnership with Doner.

In developing the work, Doner conducted a series of patient interviews and zeroed in on a key insight. People rarely go to rehab following a particular life event. Instead, the pressure builds and builds until a person’s internal monologue reaches a breaking point.

That notion operates as the core driver behind “Enough is Enough,” which features a composite of real, sober patients of Blake Recovery Center and details the moments they became open to seeking help for their addictions. A series of :30 and :15 online videos share people’s “Enough is Enough” moments, the situations that prompted them to realize they need help.

In “Heroin,” a man riding a bus deep in thought realizes that, if he ODs again, it may kill him. He thinks about his behavior’s impact on his family, walking away from his thoughts to seek help. The final words of his inner monologue remain and dissolve away. “Alcohol” portrays a woman, her inner voice talking about her alcohol use disorder. Losing control, friends, and family, she realizes that she needs help. In “Opioids,” a man wakes up on the side of the road, wondering how he ended up there again. He acknowledges his need to get help – and actually follow through this time.

Through these spots, HMH underscores that its phone line is there for these “enough is enough” moments.The campaign launches in tandem with National Alcohol and Drug Addiction Recovery Month today, September 9th, across TV, OLV, print, streaming audio, and native.