Press Release: VA Substance Use Campaign

Press release by Lena Thaw for Hype

Cinematic Vignettes And Searning Pharma-Style Creative Delivers Boldly In New VA Substance Use Disorder PSAs

Fackrell Brothers collaborated with The Department of Veteran Affairs to unveil a new PSA campaign aimed at shedding light on the prevalent issue of fentanyl contamination in cocaine. Using the familiar format of direct-to-consumer (DTC) drug advertisements with an unanticipated twist, this campaign delivers a grim, yet hopeful, message about drug safety.

The PSA adopts the universally-recognized elements of DTC drug ads, including idealized scenarios, sentimentalism, and uplifting music. The campaign features two visually appealing scenes: In one, a man enjoys a lively shopping experience with friends, surrounded by laughter and camaraderie in a vibrant, carefree setting. In another, a woman is depicted in the midst of an energized poker game, sharing a collective high with other players at a casino.

As the PSA displays these idealized moments, the perky voiceover begins to juxtapose this happiness with the reality of fentanyl. This ironic contrast highlights the concealed risks that can accompany drug use, even in seemingly normal situations. The campaign reaches a powerful crescendo with an unexpected shift – In the clothing store, the man suddenly collapses, triggering chaos and alarm among his friends. At the poker table, the woman falls to the ground, causing panic and disruption among the casino crowd. These sudden, dramatic changes nakedly illustrate the unpredictable and potentially fatal consequences of fentanyl.

By contrasting idealized, joyous activities with the harsh reality of drug-induced emergencies, the campaign encourages viewers to critically examine their discernment of drug safety and to take preventative measures.

The unsettling campaign calls on the public to stay informed about the risks associated with illicit drug use and to remain vigilant in advocating for themselves and their communities. For more information on the campaign and to view the PSA, please visit www.va.gov/recovery.

TIGHTROPE - 30sec - FINAL

Fackrell Brothers launch a powerful new PSA campaign designed to raise awareness about the risks of substance abuse and the support offered by the U.S. Department of Veterans Affairs. This imaginative campaign uses the metaphor of a walk across a tightrope to convey its message and show struggling veterans that there are means of security waiting for them.

The spot opens with a visual of a young man walking uncertainty across a “tightrope”, which we later see to be made of a syringe. The scene is engulfed in formidable weather and leads into a cityscape constructed from various substances, including alcohol bottles, heroin syringes, and prescription containers. This daunting image materializes the precarious walk of navigating substance abuse. As the veteran falls from the tightrope and the city of coping mechanisms, he lands safely in a net – representative of the comprehensive support system provided by VA.

The PSA manifests the sizeable dangers of substance abuse while highlighting the effective role of the VA in offering support and rehabilitation. By portraying the journey from risk to recovery, the campaign aims to encourage veterans to seek help and utilize the resources available to them.

The campaign encourages all veterans struggling with substance abuse to connect with the VA and explore the extensive programs and services designed to support their recovery. For more information on the campaign and the resources available through the VA, please visit www.va.gov/recovery.

REFLECTIONS - 30sec - FINAL

Fackrell Brothers launches an important new Public Service Announcement campaign that illustrates the profound impact of alcohol on critical life moments and enunciates the support available through the U.S. Department of Veterans Affairs for those struggling with alcohol dependency.

The PSA utilizes alcoholic beverages as its visual focal point to explore how alcohol consumption influences irreplaceable life events. The campaign focuses on different glasses of alcohol, each a representative vehicle of pivotal moments in the man's life: The first glass of hard liquor frames the man playing a card game, which ultimately escalates into a physical altercation with his friends, demonstrating the destructive potential of alcohol in social spaces. The glass morphed into one of wine through which we see a celebratory moment with the man and his bride – unfortunately spiraling into a heated marital dispute and highlighting the effect of alcohol abuse on intimate relationships. The PSA circles back to the initial glass of hard liquor, showing the man in a reflective and troubled state, symbolizing the pervasive effects of alcohol abuse on his life.

The PSA closes with a simple link to contact the VA for aid in recovery, reassuring veterans that they have the support, resources, and programs necessary to reclaim their lives. This spot beautifully depicts how alcohol can undermine one’s agency and personal relationships, while also providing undeviated access to hope and assistance. By enmeshing the overpowering effects of alcohol with the support available through the VA, the campaign encourages veterans to seek help and access the resources needed for recovery. For more information on the campaign and available resources, please visit www.va.gov/recovery.

RAILS - 60sec - FINAL

Fackrell Brothers announces the launch of a new PSA campaign that uses a whirlwind carnival ride metaphor to depict the dominating effects of substance abuse on precious life moments.

The spot follows a man on an overwhelming conceptual ride that mimics an action-themed rollercoaster, beginning with a series of joyful and significant life moments. As the ride begins, he is shown experiencing pivotal moments in his life: spending time with friends, getting married, and watching his child’s first steps. As the ride progresses, it transforms into a nightmarish landscape filled with oversized pills, heroin needles, pill containers, and other drug paraphernalia. The coaster’s shift from images of reminiscence to monstrous symbols of substance abuse illustrates the lack of agency that arises as addiction preys on one’s life. The ride speeds up uncontrollably, mirroring the chaotic and overpowering nature of addiction. The man’s previously cherished moments are replayed in a darker, distorted form. The man abruptly snaps out of the imaginary ride to wake up in the reality of his dark living room, and the voiceover delivers a compelling message: “There is no ride.” This powerful statement accentuates the desolate reality of substance abuse – emphasizing that the harrowing ride is not a mere illusion, but a real and devastating experience for many.

The PSA vividly illustrates the turbulent and catastrophic grip of substance abuse on veterans' lives. The spot urges veterans experiencing substance dependency to seek help and take advantage of the resources available to them. For more information on the campaign and access to support services, please visit www.va.gov/recovery.

RAILS - 30sec - FINAL

Fackrell Brothers has launched a new PSA campaign using a carnival ride metaphor to highlight the unmanageable impact of substance abuse on important life moments. The PSA features a ride that starts with heartwarming life events but shifts to a dark, drug-filled landscape, putting an image to how addiction disrupts and distorts life. The ride accelerates uncontrollably, reflecting the chaos of addiction, and ends with a dark message: “There is no ride.” This campaign aims to raise awareness among veterans about the reality of substance abuse and encourages them to seek help. For more information and support, visit www.va.gov/recovery.