Every year, Black Friday and Cyber Monday cause a frenzy of sale interest. Zulu Alpha Kilo and Canadian Addiction Treatment Centres have built into that attention, launching a different kind of sale – a savings event that highlights the real cost of addiction on Canadians and their loved ones.
The Canadian Addiction Treatment Centres Blowout Sale reframes the familiar language of holiday discounts to reveal the emotional, financial, and relationship toll addiction can take. By turning the concept of a sale on its head, the campaign urges Canadians to recognise the value of getting help and the life-changing savings that come with recovery.
“During a season obsessed with discounts, we wanted to remind Canadians of the costs that truly matter,” stated Sherrie Clark, director, marketing & communications, Canadian Addiction Treatment Centres. “Addiction impacts every part of a person’s life, and the ‘savings’ that come with getting help can be life-changing for individuals and their families.”
The campaign is a series of 60-second radio spots, each highlighting the impact of addiction through a different lens, from careers to family life.
“There’s a familiar formula to messaging around addiction that we wanted to avoid,” commented George Ault, creative director at Zulu Alpha Kilo. “Borrowing the tropes of a retail sale allowed us to reframe the message in a fresh and impactful way.”
The campaign will continue rolling out across digital and social channels over the coming weeks. Audio production is by Grayson Music Group, with radio planning and buying by Zulumatic.
Credits
Client: Canadian Addiction Treatment Centre
Director, Marketing & Communications: Sherrie Clark
Senior Director, Inpatient Operations: John Hastings
Chief Executive Officer: April Gamache
Creative Agency: Zulu Alpha Kilo
Chief Creative Officers: Jenny Glover, Brian Murray
Creative Director & Writer: George Ault
President & CEO: Mike Sutton
Group Account Director: Alex Berube
Senior Producer: Jesse Brook
Media Agency: Zulumatic
Head of Media: Alicia Petralia
Audio Production: Grayson Music Group
Creative Director: Ali Willa Milner
Sound Engineer: Eric Hulme
Executive Producer: Kelly McCluskey
Music Supervisor: Rich Hamilton
