We created a line of recovery cards, because somebody had to do it.
Client
Colorado Behavioral Health Administration
Project
Recovery Cards Project
Deliverable
Ambient
Branding
Creative
Media
Social
Video
Web
Recovery Cards Project
As an initiative of Lift The Label, Amélie was tasked with creating an activation to celebrate recovery, engage people in a meaningful way, and foster a sense of community.
Challenges
Greeting cards are a thoughtful gesture for letting someone know you’re thinking about them. There are cards for all sorts of occasions—birthdays, graduation, weddings, condolences, etc.—yet there are few cards meant to support those affected by addiction or celebrate those in recovery. We set out to change that.
Solutions
Recovery Cards Project was created to spotlight the importance of recovery. We recruited artists in recovery, local card artisan companies, and artists in Colorado and nationwide to create 67 cards, including nine Spanish-language cards, to celebrate recovery, the efforts of those working to achieve it, and the people who support and encourage them every day.
And best of all? The cards are available for free of charge at RecoveryCardsProject.com, via an artisan-inspired traveling card kiosk, and through community kits provided to local organizations across Colorado. At events, the Recovery Cards Project team has blank cards available for people to write words of encouragement to a stranger.
Results
The project was an immediate success. Cards flew off the shelves and the website. At launch, 6,600 cards were ordered online in the first 48 hours. That number eclipsed 10,000 cards in the first week alone. By week’s end, we were already in the throes of a second round of printing, and by the end of the month, we had sent cards to all 50 states. To date, Recovery Cards Project has distributed over 100,000 cards.
Feedback on the project from those in recovery and their loved ones has been overwhelmingly positive. Recovery Cards were distributed at the 2019 Recovery Rally, prompting incredible feedback of gratitude and excitement by attendees:
“If I had received a card like one of these when I was struggling and trying to get sober, it could have been the difference between me getting sober and staying sick.”
“These cards really portray that thought that I’m not alone.”
“They carry incredible messages, and they’re very empowering.”
“These are the words I didn’t have.”
“This is something tangible that would mean a lot different to me than a text.”
“When you get a card, it just tells you someone went the extra mile.”
