Case Study: Road to Recovery: An Integrated Communications Campaign ‘Rebrands’ Addiction as a Treatable Disease

Company: A&E Network Agency: Civic Entertainment Group Timeframe: 2008-ongoing Ever since Barack Obama kicked off his presidential campaign around the now-ubiquitous “Change We Can Believe In” platform, change itself has been a central theme in many facets of modern-day society. For A&E Network executives, though, the change theme proved to be particularly poignant when paired with “The Recovery Project,” a multi-platform campaign inspired by the brand’s refreshed positioning— A&E Real Life. Drama. Likewise, the Recovery Project itself was branded with the network’s social outreach message umbrella, “Real Life. Change.

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