A guerrilla campaign that made family recovery impossible to ignore
Creating Conversations Without a Booth
The Missing Seat at the Table
When Together: Family Recovery was invited to the Virginia Recovery Conference, they were given a documentary screening—but not a booth.
For an organization whose mission centers on family recovery, that meant missing countless opportunities to connect with the very professionals they hoped to reach.
Rather than competing for attention in a crowded exhibit hall, we took a different approach. We designed a guerrilla awareness campaign that met attendees in the quiet moments they least expected: while riding the elevator, washing their hands, grabbing coffee, or taking a private moment in a restroom stall.
Each touchpoint was intentionally written for its location, inviting people to recognize the often unseen role families play in recovery. Together wasn’t just present at the conference. It became part of the conversation.
PROJECT SCOPE
CLIENT
Together: Family Recovery
CHALLENGE
Build awareness at the Virginia Recovery Conference without an exhibit booth
SOLUTION
A guerrilla environmental campaign designed to reach attendees in the quiet moments between sessions.
TOUCHPOINTS
Elevator • Bathroom Stall • Mirror • Coffee Station • Screening Ticket
01
Nobody Rides Alone
Placed inside the conference elevators, this message greeted attendees in one of the day’s most ordinary transition spaces, reminding them that family recovery is more common—and more personal—than many realize.
02
Carrying More Than Your Lanyard
A routine stop at the restroom mirror became a moment of reflection. It invited attendees to see themselves not only as professionals, but as the family members who often carry recovery, too.
03
There’s Always Room on Our Bench
The final invitation wasn’t asking people to attend a documentary. It was inviting them into a room where they didn’t have to explain themselves. For attendees quietly carrying the weight of loving someone with a substance use disorder, the screening offered something the conference couldn’t: a place to sit beside people who already understood.
