TV Spot Aims to Lessen the Anxiety Around Addiction

In an effort to lessen the stigma associated with addiction, Hartford HealthCare’s Behavioral Health Network and the City of Meriden are releasing a television commercial as part of their ongoing collaboration to combat the opioid problem in Connecticut.

The 30-second commercial, titled “Recover a Life,” will debut in the Meriden region on cable and local cable streaming apps on January 29.

In Connecticut in 2022, illicit opioids and stimulants accounted for 1,452 of the drug overdose deaths. In actuality, this is a 4.7% year-over-year reduction, the first since 2012.

In an effort to address the opioid crisis, the Hartford HealthCare Behavioral Health Network, Rushford, an HHC treatment facility, the City of Meriden, and Meriden first responders have partnered to launch the Meriden Opioid Referral for Recovery (MORR) project.

In order to face the opioid problem head-on, MORR supports the field administration of Narcan and then directs people to the trained MORR staff members who are integrated into Rushford’s problem Team. After that, the group assists people in beginning their road to recovery.

The initiative started in 2019 and provides treatment for people who have survived an opioid overdose in addition to preventative work, training for first responders and the community, free naloxone access for the public, collaborations with nearby schools, and access to important data.

According to Rushford’s clinical director of crisis and acute community programs, Jessica Matyka, the advertisement is a part of an anti-stigma campaign that is a part of the MORR program.

“All of mental health carries a stigma, and that includes substance use disorders,” she says. “Every time we engage with anyone, we are working to eliminate these stigmas.”

The advertisement showcases Lisa, a woman with a pleasant family, comfortable home, and supportive friends. The voiceover adds, “But Lisa also suffers from a disease called substance use disorder.” It depicts Lisa receiving group therapy before she starts a new career. The advertisement states, “Substance use disorder is a treatable disease.” “Assist someone in regaining their life.”

The anti-stigma effort began a few months ago and consists of continuing naloxone education, a social media campaign featuring three of Rushford’s coworkers, and now the upcoming release of the commercial.

“These ongoing partnerships that we have are so important,” Matyka says of the close working relationship Rushford and BHN have with the City of Meriden health and police departments. “It takes all of us working together to achieve recovery. Recovery doesn’t happen in isolation. So, the more the community works together, the more success we have.”