June 26 is Support Don’t Punish day, the international day that promotes drug policies based on health and human rights. Orès France and Fédération Addiction are drawing France’s attention to the day, and its purpose, with an inventive campaign to break down clichés and sparks conversation – a guessing game, Who is Using?
Who is Using? reimagines a classic board game. Each player must guess the character on the other’s card by asking questions until it comes down to the big one, “Is your character an addict?” The answer always comes as a surprise. They all are. Every card hides a personal story, revealed in The Book of Stories, a collection inspired by real-life accounts. This is where the game ends, and where awareness begins.
In a society where drug use is still often reduced to narrow social and economic stereotypes, the campaign, Who is the Addict?, begins with a simple truth: There is no typicaluser. Drug use cuts across all ages, backgrounds, and life stories. Far from moral judgment or binary thinking, the campaign invites people to see those who use drugs not as guilty, but simply as they are — everyday individuals, often with no remarkable past.
Today in France, more than 21 million peoplehave tried an illegal drug at least once in their lives*. And 95%have consumed alcohol at least once — a legal substance, but still a drug**. Yet many people still believe drug use has nothing to do with them.
“Too often, people who use drugs are reduced to just that – drug users. This campaign reminds us of their humanity, their ability to act, and their right to be heard. It shows that drugs are already part of our everyday lives. That’s why they must be addressed collectively. Because it is precisely the silence around them that slows progress,” stated Catherine Delorme, president of Fédération Addiction
The campaign includesinfluencer outreach strategy. Media and public figures such as @pastelmedia_, @drgood_ officiel, and @anaiswerestchack will receive the game and its stories, helping to amplify voices that are too often left out of the public debate.
*OFDT (French Monitoring Centre for Drugs and Drug Addiction), 2025
** Santé publique France
Credits
Agency: Orès
Co-founder & CEO: Thomas Bevilacqua
Managing Director: Mélissa Simoni
Creative Director: Sébastien Partika
Art Director: Victorine Ronzon-Jaricot
Copywriter: Manon Foissy
Head of Strategic Planning: Déborah Tapia
Strategic Planner: Vincent Mondoloni
Client Director: Lucie Latrobe
Project Manager & Producer: Rachel Dos Santos
Influence Manager: Eléna Casals
Illustrator: Eva Navaux
3D Object Designer: Benjamin Decle
Client: Fédération Addiction
President: Catherine Delorme
Executive Director: Marie Öngün-Rombaldi
Advocacy & Communications Lead: Benjamin Tubiana-Rey
Project Officer: Léa Montagnier
