Living Proof

Living Proof is a city-wide campaign by the Department of Public Health using authentic voices and real stories of treatment and recovery to destigmatize opioid addiction and inspire people to seek help.

Finding the right visual tone for this campaign was crucial- creating a sense of hopefulness without being overly cheerful, acknowledging the seriousness of the issue while staying warm and human, making the information and treatment accessible without oversimplification, and educating but not preaching The goal was to develop visuals and messaging with genuine authenticity that would drive meaningful connection.

The minimal but impactful design elements work together to complement the powerful words, faces, and stories of these courageous individuals, beautifully captured by Russell Jew.

Special thanks to lowercase productions and Civic Edge Consulting for a wonderful collaboration

A formal survey of San Franciscans indicates our primary goals of the campaign are being met. Living Proof has quantifiably familiarized residents with San Francisco DPH, they are now confident that they know where to get support for recovery and treatment services. Awareness and recall has steadily increased, a majority say they are memorable, elicit sympathy, and are attention grabbing. People are most likely to share this information, talk with family and friends, and visit the Living Proof website.