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Facing

Addiction Hacks Instagram and Collaborates with


Celebs in New Campaign Created by DDB New York

Date


December 22, 2015

Location New York


Non-profit Facing Addiction launched a star-studded Instagram campaign this week in an effort to
change the conversation around addiction.

Created by DDB New York, the campaign uses the reflective nature of smartphone screens along with
statistics on addiction to bring attention to the fact that you, or many people you know, are struggling
with addiction.

The video ad is a black image, something that stands out in Instagrams world of beautiful imagery.
Before it can be dismissed as a mistake, it draws the viewer in with supers that read, Look closer.
Thats when the viewer realizes that they are looking at their own reflection. It concludes with the
staggering stat, 1 in 7 will see the face of addiction.

Celebrities including Demi Lovato, Gary Owen, Danny Trejo, Jesse Joyce, Tara Conner, and Joe Walsh
have all joined in the movement and donated their selfie by posting the video in its place. Their
involvement, in addition to spreading awareness, is an important step towards abolishing the taboo
topic of talking openly about addiction.

The Instagram campaign is just the beginning of Facing Addictions effort to help people look at
addiction, and addicts, in a different light and to raise money to help them get the treatment they need.

Facing Addictions goal is to stop the silence and change the conversation around addiction, said Chris
Brown, President and CEO of DDB NY. Rather than shunning those struggling with addiction we want to
support them and celebrate the fact that 23 million brave Americans are in recovery today. This
campaign uses a simple yet powerful creative idea the black image of a smartphone to catch viewers
by surprise and get them to think about something that is far too easily ignored in society today.
Individuals often internalize false stereotypes about who becomes addicted to alcohol and other drugs.
The truth is that 45 million Americans are directly impacted by addiction, and it is time for all of us to
reflect on the gravity of that number and ask ourselves what we can do to help, said Greg Williams, Co-
Founder of Facing Addiction. Facing Addiction is so excited DDBs team was able to create such a

powerful campaign that challenges people to think deeper about the most pressing health crisis in
America.
About Facing Addiction
Facing Addiction Inc. is a national non-profit organization dedicated to finding solutions to the addiction
crisis by unifying the voice of the over 45 million Americans and their families directly impacted by
addiction. To learn more visit: facingaddiction.org.

About DDB
DDB Worldwide (www.ddb.com) is one of the world's largest and most awarded advertising and
marketing networks. In 2012 DDB was named Advertising Network of the Year by Campaign, as well as
Agency of the Year and Digital Agency of the Year by Strategy magazine. At the prestigious 2012 Cannes
International Festival of Creativity, DDB won 82 Lions, the most ever for the network. In addition, The
Gunn Report has listed DDB as one of the Top 3 Global Networks for the last 12 years. The agency's
clients include Volkswagen, McDonald's, Unilever, Mars, Johnson & Johnson, and Exxon Mobil, among
others.

Founded in 1949, DDB is part of the Omnicom Group (NYSE) and consists of more than 200 offices in
over 90 countries with its flagship office in New York, NY.

About Omnicom Group Inc.
Omnicom Group Inc. (NYSE-OMC) is a leading global marketing and corporate communications
company. Omnicoms branded networks and numerous specialty firms provide advertising, strategic
media planning and buying, digital and interactive marketing, direct and promotional marketing, public
relations and other specialty communications services to over 5,000 clients in more than 100 countries.
For further information on Omnicom and its brands, please visit www.omnicomgroup.com

Press Contact:
Christie Giera
Director of Corporate Communications, DDB Worldwide
Christie.Giera@ddb.com
+1 212 415 2186

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