Launching the world’s first technology platform dedicated to recovery from addiction

M+F Health

To launch the recovery platform, Recoverlution, a multi-channel approach was deployed, including data-led news generation, celebrity ambassador liaison, media relations, media training, message development, partner and stakeholder engagement, social media strategy and implementation. Our insights highlighted that only 14% of the 128,000 addiction news stories per year included the word recovery. Stories focused on extremes and sensationalised celebrities “spiralling out of control”. Focussed on reframing this narrative, M+F Health developed a comprehensive press strategy to garner extensive, and widespread, coverage across national and regional press – telling the UK that Recoverlution is here, and intent on shining a light on recovery.