Because We're Strong (Montana opioid campaign)

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Also: Facing Addiction & Fighting Stigma · Because You're Strong

“Because We're Strong”

Montana Department of Public Health and Human Services anti-stigma campaign (US-MT), first aired 2020, in which Montanans with opioid use disorder and in recovery tell their stories, framing asking for help and going to treatment as strength rather than weakness; a 'Hide & Seek' wave followed around 2023.

Years: 2020–2023
Country: United States
Topic: Drugs Opioids
Asks people to: Reduce stigma Seek help
Strategy: Stigma reduction Testimonial
Channel: Social (paid)TV
Audience: Adults General public
People with opioid or other substance use disorder, people in recovery, and the general public.

Evidence

NoneUnknown

Sponsor (who paid)

Montana Department of Public Health and Human Services (DPHHS) State local government, funder

Credits (who made it)

Asher Agency Creative, 2018-2024 source

Executions (individual ads)

39076 MT OPIOID 2020 Spoon TV 30 2020 · tv · youtube
39077 MT OPIOID 2020 Weights TV 30 2020 · tv · youtube
39078 MT OPIOID 2020 Lighter TV 30 2020 · tv · youtube
39315 MT OPIOID 2020 Spoon Testimonial TV 30 2020 · tv · youtube
39316 MT OPIOID 2020 Spoon Testimonial TV 15 2020 · tv · youtube
39317 MT OPIOID 2020 Weights Testimonial TV 30 2020 · tv · youtube
39318 MT OPIOID 2020 Weights Testimonial TV 15 2020 · tv · youtube
39319 MT OPIOID 2020 Lighter Testimonial TV 30 2020 · tv · youtube
39320 MT OPIOID 2020 Lighter Testimonial TV 15 2020 · tv · youtube
Facing Addiction & Fighting Stigma - Because We're Strong - Spoon 2022 · social-organic · youtube
Facing Addiction & Fighting Stigma - Because We're Strong - Spoon Testimonial 2022 · social-organic · youtube
Facing Addiction & Fighting Stigma - Because We're Strong - Weights 2022 · social-organic · youtube
Facing Addiction & Fighting Stigma - Because We're Strong - Weights Testimonial 2022 · social-organic · youtube
Facing Addiction & Fighting Stigma - Because We're Strong - Lighter 2022 · social-organic · youtube
Facing Addiction & Fighting Stigma - Because We're Strong - Lighter Testimonial 2022 · social-organic · youtube
43959 Opioids Hide&Seek Creative 30TV 2023 · tv · youtube
43961 Opioids Hide&Seek Creative 15TV 2023 · tv · youtube
43960 Opioids Hide&Seek Testimonial 30TV 2023 · tv · youtube
43962 Opioids Hide&Seek Testimonial 15TV 2023 · tv · youtube

Related campaigns

Red Road (Montana American Indian opioid campaign) 2022–2023
Hidden Struggles / Start Today (Montana opioid spots, 2026) 2026–now
Life Unites Us 2020–now
Michigan opioid use disorder stigma campaign 2019–2020

Sources

Research notes

US-MT. Discovered 2026-10-22 for #17. Credits checked 2026-10-22 against fetched pages: Asher Agency (asheragency.com; Charleston WV / Helena MT offices) presented this campaign to DPHHS as its own past work ('YOUR ASHER TEAM', creative and production) in a 2024 deck hosted on dphhs.mt.gov, and the July 2024 SUD Task Force minutes list 'ASHER Media: Past Opioid Campaigns'. The deck heads the campaign 'Because You're Strong' but its text and the YouTube titles say 'Because We're Strong'. Execution years: 2020 from spot titles; 2022 and 2023 from YouTube relative upload dates (approximate). End year 2023 is the last wave found, not a confirmed end. Funding source (SAMHSA SOR or CDC OD2A) not stated on any page found; not settlement-funded per any source. Earlier DPHHS opioid work by the same agency (2018 'Tri-message' launch, 'Provider Support' spots x5ZFppYPKP4 and -drmfOYAu7k, 2019 long form) predates 2021 and is not filed separately.

Record cases/mt-because-were-strong.json, updated 2026-10-22· Link to this campaign