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LiveLOUD (Live Life with Opioid Use Disorder)

Also: Live LOUD · Nobody Chooses Addiction

“Nobody Chooses Addiction”

Connecticut Department of Mental Health and Addiction Services campaign (US-CT) launched April 2019 to reduce stigma toward people with opioid use disorder and steer them, their families and communities to treatment, medications for OUD, naloxone and harm reduction. Run in annual phases: 2018-2020 community and treatment pathways, 2021-2022 fentanyl, 2023-2024 'Empowering Through Empathy' with the animated 'Nobody Chooses Addiction' series; expanded from September 2024 with opioid settlement funds.

Years
2019–now
Reach
44M impressions as reported
“Agency report to the Alcohol & Drug Policy Council (April 2024): phase three +44 million impressions and 1.2 million engagements;”
Country
United States
Budget
Opioid settlement expansion: "Funding Amount Requested: $1.5 million" (OSAC referral subcommittee minutes, 2024); approved September 2024.
Topic
DrugsHarm reductionOpioids
Asks people to
Reduce stigmaSeek helpStart
Strategy
Service linkStigma reductionTestimonial
Channel
OutdoorRadioSocial (organic)Social (paid)Website
Audience
AdultsGeneral publicYoung adults
People using fentanyl, heroin or misused prescription opioids, their families and communities; later phases prioritise young adults. Messaging in English, Spanish, Arabic, Mandarin Chinese, Hindi and Urdu (2024 report).

Evidence

Self-reportedUnknown

Agency report to the Alcohol & Drug Policy Council (April 2024): phase three +44 million impressions and 1.2 million engagements; OSAC minutes cite a 50% increase in access-line calls and more OUD screenings after pilot waves. No independent evaluation found.

Sponsor (who paid)

Credits (who made it)

Executions (individual ads)

Related campaigns

Sources

  1. LiveLOUD campaign site sponsor
  2. DMHAS: LiveLOUD Opioid Campaign Wins 2019 American Web Design Awards (22 May 2019) sponsor · 2019
  3. WSHU: Connecticut Launches Multiplatform Opioid Awareness Campaign news · 2019
  4. Alcohol & Drug Policy Council meeting minutes, 16 April 2024 (O'Donnell Company LiveLOUD report) sponsor · 2024
  5. OSAC referral subcommittee meeting minutes 2024 (LiveLOUD Public Awareness and Education recommendation) sponsor · 2024
  6. Connecticut Opioid Settlement Fund one-pager, September 2024 sponsor · 2024

Research notes

US-CT. Credits checked 2026-10-22 against fetched pages: The O'Donnell Company (DMHAS May 2019 release says the campaign was 'developed by the Odonnell Company in New Haven'; O'Donnell staff presented the 2024 update and OSAC minutes say O'Donnell 'is currently contracted' with DMHAS). Started before 2021 but ran throughout 2021-2026. Videos from the LiveLOUD YouTube channel (oEmbed-confirmed); upload years not captured, though the 'Nobody Chooses Addiction' series belongs to phase three (2023-2024). 2019 launch also included the NORA naloxone app ; a DMHAS 2019 release (seen only as a search result, not opened) says Connecticut REALTORS sponsored a week of WTNH TV spots. Discovered 2026-10-22 for #17. Ad library search: "LiveLOUD", "Connecticut DMHAS". Reuse terms checked 2026-10-23 by an AI research pass for #47; not yet reviewed by a person.

Record cases/ct-liveloud.json, updated 2026-10-23· Link to this campaign