Every year, thousands of people who are prescribed painkillers become accidentally addicted. But because of the stigma that addiction carries, victims are reluctant to even discuss the problem. “Out the Monster” focuses on erasing the shame and starting an open conversation about treatment options. The core idea of the campaign is that accidental addiction is like a vicious monster, that robs its victims of their jobs, families and dignity.
I oversaw and developed the creative and design direction for Orexo's Out the Monster campaign book.
Cannes Gold Lion winner