Canadian Addiction Treatment Centres Blowout Sale highlights the true cost of addiction

Coming off the frenzy of Black Friday and Cyber Monday, the Canadian Addiction Treatment Centres is 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 recognize 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,” said Sherrie Clark of the 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.” 

Created in partnership with Zulu Alpha Kilo, the campaign launches this week with 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,” said 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.

Canadian Addiction Treatment Centres (CATC) is Canada’s largest provider of recovery programs and supports for substance use disorder and addictions. CATC provides accessible, evidence-based care nationwide through 70+ outpatient clinics, three inpatient facilities, and CATC Connected, our virtual counselling network.

Credits

• Client: Canadian Addiction Treatment Centre
• Creative Agency: Zulu Alpha Kilo
  • Chief Creative Officer: Jenny Glover, Brian Murray
  • Creative Director/Writer: George Ault
  • President & CEO: Mike Sutton
  • Group Account Director: Alex Berube
  • Sr. Producer: Jesse Brook
  • Client: Director, Marketing & Communications: Sherrie Clark
  • Client: Senior Director, Inpatient Operations: John Hastings
  • Client: Chief Executive Officer: April Gamache
• 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