Montréal, November 21, 2022 –Portage’s Addiction Traps Awareness Campaign was launched in response to overwhelming findings regarding the state of our youth over the two years of the COVID-19 pandemic. Far from reducing Canadians’ alcohol and drug consumption, the pandemic has had a devastating effect on our youths’ mental health(1). Isolation, school closures, dysfunctional family support are just some of the many reasons; the consequences are very real and include cannabis and alcohol abuse, self-medication and depression, among others. Many youth no longer know how to manage their emotions and are trapped by addiction, in spite of themselves.

The Addiction Traps campaign highlights how quickly, easily and cruelly addiction can lead to isolation, and features a youth who is unable to escape from the vicious circle of addiction. Whether it’s to foster a discussion on the topic or indicate how to get help quickly, the campaign provides information on how Portage can help youth free themselves from their addiction.

Reaching Out to Youth Over Social Platforms
The initial phase of the campaign will launch during the National Addictions Awareness Week from November 20 to 26; this part of the campaign will be entirely digital in order to reach youth through the communications channels they are most familiar with. Asking for addiction-related help can be extremely difficult as well as a source of stigmatization; by using social media platforms that allow for freer expression and reflection, the campaign seeks to break the taboo of addiction.

During the holiday season, the Addiction Traps campaign will be broadcast to wider audiences over media such as television and radio, followed by a poster campaign that will be launched in Montréal during summer 2023.

Aimed at the general public, this campaign is made possible by the invaluable cooperation of the La Bande creative agency. A steadfast partner for many years now, La Bande shares Portage’s values as we seek to help people with addictions.

View the campaign: https://vimeo.com/771628499


For more information:
Claudia Ntihinyuka
Telephone: 581-888-1048
Email: cntihinyuka@tactconseil.ca

Seychelle Harding
Telephone: 514-939-0202, poste 1118
Email: sharding@portage.ca


(1) Canadian Institutes of Health Research: https://cihr-irsc.gc.ca/e/52373.html#s_2_1

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