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Lift The Label

“Recovery is possible”

Colorado Behavioral Health Administration (formerly the Office of Behavioral Health in the Colorado Department of Human Services) stigma-reduction campaign launched in May 2018 and still running, using video stories of Coloradans in recovery, loved ones and professionals to present opioid and other substance use disorders as treatable and to point people to treatment, medications for opioid use disorder, naloxone and the Colorado LIFTS line. Revamped in September 2021 to reach Black, Hispanic/Latine and LGBTQIA+ audiences after year-one ads mostly reached white viewers; later waves added CRAFT family videos (2022-23), naloxone and MOUD spots (2023) and rural/agricultural stories (2025).

Years
2018–now
Country
United States
Topic
DrugsOpioids
Asks people to
Reduce stigmaSeek helpTalk to someone
Strategy
Stigma reductionTestimonialTrusted messenger
Channel
EventsOutdoorPrintSocial (paid)TVWebsite
Audience
AdultsCliniciansGeneral public
Loved ones of people with substance use disorder, people with SUD, and medical, behavioral health and law enforcement professionals; 2021 revamp aimed at Black/African American, Hispanic/Latine and LGBTQIA+ Coloradans; 2025 wave at rural and agricultural communities.

Evidence

ProcessUnknown

Process data only: after the first year, 92% of digital ad impressions reached white people, which led to multi-year equity research (focus groups, in-depth interviews) and the 2021 revamp (KUNC, Nov 2021). No outcome evaluation found.

Sponsor (who paid)

Credits (who made it)

Executions (individual ads)

Related campaigns

Sources

  1. Lift The Label: About (campaign run by the Colorado Behavioral Health Administration, funded by a SAMHSA grant) sponsor
  2. Lift The Label: Recovery Stories of Colorado (video library) archive
  3. Amélie Company: Lift The Label case study sponsor
  4. KUNC: Colorado revamps opioid anti-stigma campaign to reach more diverse audience news · 2021
  5. Craig Daily Press: Lift the Label campaign continues to address stigma around addiction news · 2022
  6. Colorado BHA: Media and publications (campaigns list) sponsor

Research notes

US-CO. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: Amélie Company (its case page says Lift The Label was "created by Amélie in partnership with" the BHA and lists branding, campaign development, social, video and web, plus paid media; media role inferred from "paid media is complemented by our earned media"). Executions are the 41 videos embedded on liftthelabel.org/stories (Vimeo, titles and upload dates from Vimeo oEmbed) plus two 2026 :30 YouTube cuts hosted on Amélie's Vimeo; the per-video channel is where the file is hosted, not confirmed placements. A reported $1.8 million budget (AP, via search snippet) and Amélie's 1.1 billion lifetime impressions claim were not confirmed on a fetched page. Campaign also runs the Recovery Cards Project and a professional training. Year span covers launch in 2018; the case is in the 2021-2026 inventory because waves ran 2021-2025. Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/co-lift-the-label.json, updated 2026-10-23· Link to this campaign