Wisconsin Department of Justice
In Partnership With:
We Heart You and Medical College of Wisconsin
thriving in recovery Statewide campaign
Saving lives and breaking stigma across an entire state.
Originally created for We Heart You, Winnebago County's Overdose Fatality Review Team, Thriving in Recovery was later adopted by the Wisconsin Department of Justice and expanded statewide in partnership with the Medical College of Wisconsin. What began as one local recovery story became a statewide awareness campaign, customized for overdose fatality review teams across Wisconsin to connect residents with local recovery resources while helping reduce the stigma surrounding addiction and recovery.
Project Deliverables
CAMPAIGN FILM
2.5-MINUTE PSA VIDEO
SOCIAL MEDIA CUTDOWNS
60, 30 & 15-SECONDS
STILL IMAGES
50+ PULLED FROM VIDEO
Services
VIDEO PRODUCTION
cAMPAIGN
HIGHLIGHTNG REAL PEOPLE IN RECOVERY
One Story. Thirty Cities. Fourteen Counties. One Shared Mission.
CLIENT Testimonial
Working with Mirrorless Productions allowed our campaign to become a success in our community. Their team did an incredible job managing communications, planning a strategic advertising campaign, and providing meaningful data that helped measure our impact. We saw a significant increase in website traffic and couldn't have been happier with the results. We look forward to working with Mirrorless again on future projects.
Brittany Kutz, BSN, RN
Jefferson County Health Department
Project Highlight.
Statewide public awareness campaign
Creative concept & scriptwriting
Media partner & county coordination
Statewide media buying & ad management
Campaign reporting & performance analytics
the challenge
Create a recovery campaign powerful enough to resonate across Wisconsin while ensuring every participating community could connect viewers with trusted recovery resources in their own county.
The campaign needed to reduce stigma, inspire hope, and remain locally relevant—without sacrificing a unified statewide message.
OUR APPROACH
Rather than producing a different campaign for every community, we created one authentic recovery story and customized the ending for each participating county. Every version directed viewers to local recovery organizations, allowing one statewide campaign to feel personal and relevant throughout Wisconsin while maintaining one consistent message of hope and resilience.
The campaign launched across streaming television, local TV, movie theaters, billboards, gas station TV, and social media—ensuring the message reached Wisconsinites wherever they lived, worked, and traveled.
Statewide Distribution
Every participating community received a customized version of the campaign, connecting viewers with trusted recovery resources specific to their own county while maintaining one consistent statewide message.
Localized Messaging
Statewide Campaign Thriving in Recovery
Rather than creating separate campaigns for every community, we developed one authentic recovery story that could be adapted across Wisconsin. Each participating community received a customized version with local recovery resources, while a coordinated media strategy expanded the campaign through television, streaming, social media, movie theaters, billboards, and digital advertising.
Multi-community Collaboration
Working alongside overdose fatality review teams throughout Wisconsin, we adapted the campaign for each community while preserving one unified story of hope, resilience, and recovery.
By sharing authentic stories of people thriving in recovery, the campaign encouraged conversations around addiction, challenged misconceptions, and reminded thousands of Wisconsinites that recovery is possible.
Breaking the Stigma
THE IMPACT
Every number represents more than campaign performance—it represents another opportunity to reduce stigma, encourage hope, and connect someone with recovery resources in their own community. What began as one local story grew into a statewide initiative, reaching millions of Wisconsinites through a coordinated campaign spanning television, streaming, movie theaters, billboards, gas station TV, and social media.
19.2M+
Campaign Reach
30,932
Wisconsin Cities
1.5M+
Streaming TV Impressions
2M+
Movie Theater Impressions
30,932
Movie Theater Airings
15,800+
Website Link Clicks
What began as one local story became a statewide movement—bringing hope, breaking stigma, and connecting communities across Wisconsin with the resources that help recovery thrive.