EVERYFRIDAY CREATES OPTIMISTIC IDENTITY FOR THE MOVEMENT ‘ADDICTED TO RECOVERY’

Creative agency EveryFriday has created the identity for ‘Addicted to Recovery’. A movement centred around a podcast that aims to challenge common misconceptions about addiction by having honest conversations about it and giving hope to people who are struggling with addiction.

‘Through the fog of addiction, there is hope.’

Addiction is a term that is often misunderstood, conjuring up images of distress, greed, anger, and crime. However, addiction often feels quite the opposite – numb, empty, lost, and disconnected. 

The ATR identity aims to capture the truth of these emotions while showing the journey towards the light of recovery. The verbal approach provides endless motivation around the subject of recovery to encourage those affected by addiction to consider embarking on a journey of recovery themselves.

Dan Fernandez, co-founder and creative director of EveryFriday comments:

“It takes immense strength to confront addiction, and people in their most vulnerable moments are often met with condemnation and authority instead of hope and support. From websites that look more like the DVLA, to skulls, syringes and dark, distressing scenes, everywhere we looked, fear appeal had been employed as a strategy to inspire change. However, these tactics only serve to create feelings of guilt and shame, which is not helpful. 
Where is the empathy? The hope? Where’s the way out?

Not good enough.

Our approach tackles the real fear. Recovery.
 The fear of stopping. The fear of facing up to the truth. And uses that fear as a driver for change. Recovery is great. Recovery is fucking beautiful.”

The ‘Addicted to Recovery’ podcast launched last week on Spotify and Apple Music.


Source: EveryFriday

  Addicted to Recovery, Agency, Brand Identity, EveryFriday, Podcast