United Michigan (Overcoming Opioid Addiction and Stigma Together)

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Also: United – Overcoming Opioid Addiction and Stigma Together

“United – Overcoming Opioid Addiction and Stigma Together”

Michigan Department of Health and Human Services anti-stigma campaign (US-MI) built with Shatterproof and Brogan & Partners after a November 2022 Shatterproof stigma survey; launch was scheduled for November 2023, and through 2025-2026 it ran a story library of Michiganders in recovery, family members and clinicians, plus Michigan social media influencers doing naloxone trainings on Instagram Live.

Years: 2023–now
Country: United States
Budget: Not published; federal State Opioid Response 2 grant (no-cost extension year) for development.
Topic: Drugs Harm reduction Opioids
Asks people to: Reduce stigma Seek help
Strategy: Stigma reduction Testimonial Trusted messenger
Channel: Influencer Social (organic)Social (paid)Website
Audience: General public
Michigan residents; local stories gathered in Detroit and central Michigan.

Evidence

Self-reportedUnknown

Baseline Shatterproof survey (15-27 November 2022) found half of respondents knew someone with OUD; few knew how to obtain naloxone (25.9%), administer it (18.6%) or access OUD treatment (27.1%). No follow-up results found.

Sponsor (who paid)

Michigan Department of Health and Human Services State local government, funder and creator

Credits (who made it)

Brogan & Partners Creative, 2023- source
Shatterproof Strategy, 2022- source

Executions (individual ads)

MI Jordan F LV v01 2026 · social-paid · youtube
"Scott's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
Mary's Story (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Stephen's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Tara's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Catherine's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Josh's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Andrew's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Devetta's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Jim's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Chris' Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Ashley's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Jordan's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Anna's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Holly's Story" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Kaylyn's Story Pt. 1" (Opioid Anti-Stigma) 2026 · social-paid · youtube
"Kaylyn's Story Pt. 2" (Opioid Anti-Stigma) 2026 · social-paid · youtube

Related campaigns

Recovery Begins with We (Michigan) 2022
Michigan opioid use disorder stigma campaign 2019–2020
Life Unites Us 2020–now

Sources

MDHHS: State Opioid Response 2 Grant Final Progress Report (Statewide Media Campaign) sponsor · 2023
MDHHS: United Michigan (Anti-Stigma Resources story library) sponsor · 2026
Shatterproof: Reflecting on a Year of National Impact: Advancing Addiction Stigma Reduction Across Communities sponsor · 2025

Research notes

US-MI. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: 'Brogan and Partners, the advertising agency utilized by MDHHS for statewide media campaigns, finalized their subcontract with Shatterproof'; logo and tagline 'United - Overcoming Opioid Addiction and Stigma Together' selected; launch scheduled November 2023 (SOR 2 final report). Shatterproof's year-in-review describes United Michigan activity 'Throughout 2025'. Roles (Brogan creative, Shatterproof strategy) inferred from the report's description. Start year 2023 is the scheduled launch; actual launch date not confirmed. Executions are the story-library videos on michigan.gov/opioids/find-help/united plus matching 'Opioid Anti-Stigma' story uploads; YouTube uploads are 2026 (one to three months before October 2026). No settlement funding found.

Record cases/mi-united-michigan.json, updated 2026-10-22· Link to this campaign