As some of you may already know, VML launched First Call's "Stop The Shame" campaign in an effort to explore addiction. First Call is an alcohol and drug prevention and rehabilitation center in Kansas City. VML took the concept of addiction and flipped it on it's head in what I would call a future award-winning spot: "If Cancer Patients Were Treated Like Addicts". See for yourself:
https://www.youtube.com/watch?v=aTZGfe2Q_6c
If this doesn't give you the chills, I don't know how what does. In my opinion, this ad does two things very, very well. First, VML exploits the fears of someone with an addiction problem in a very powerful way. If someone struggles with addiction, or knows someone that struggles with addiction, it immediately draws attention to your (or the person you know's) problem. As an outsider who does not struggle with addiction, this spot gave me insight to what my friend may be feeling, ultimately bringing me closer to the issue at hand. Secondly, it "legitimizes" addiction through putting it on the same platform as cancer. This is a really cool insight; it makes sense that people think of cancer when asked what they think people needed recovery centers for.
Despite the powerful messaging, this concept bugs me. Although I believe that addiction is biological in some cases, there is no way that this holds true 100% of the time. I believe the big issue should be interpreted systemically; what about the societal impact promotes addiction? Is it the lack of education, or cultural norm of alcoholism that impedes on their day-to-day lives? Is it the fact that beer is insanely cheap in Kansas, or is it the fact that lower-income individuals are denied a life where other things give them comfort (like financial stability or and solid relationships)? I can't help but to make the remark that it would be ignorant to ignore some kind of sociological standpoint. However, just because it can be hard to tell if addiction is biologically induced doesn't necessarily mean it's not legitimate.
All in all, the fact that I'm even discussing this issue is a symptom of VML's great advertising. This was the point of the campaign: to start thinking about addiction in a new way. Job well done.