Maccabee and its client Hazelden have won two national Bulldog Awards for Excellence in Media and Public Relations for Hazelden “Four Generations Overcoming Addiction” campaign. The “Four Generations” program — designed to ignite conversations about the danger of addiction and the value of treatment among Millennials, Generation X’ers, Baby Boomers and the Greatest Generation – earned a Gold Award as the Best Health, Medicine and Fitness PR Campaign of the Year, along with a Silver Award honoring it as one of the best campaigns in the Not-For-Profit/Association/Government PR category. The “Four Generations” campaign launched with a survey revealing that nearly half of parents admitted to using alcohol or other drugs to get drunk or high when they were teenagers, and one in four teens said they had seen their parents high or drunk – yet more than 90 percent of teens viewed their parents as role models on issues of alcohol and other drugs. Featured on ABC TV’s “Good Morning America” and in more than 300 U.S. newspapers through Parade magazine, the campaign unveiled a website with videos of actor Christopher Kennedy Lawford and Hazelden CEO Mark Mishek discussing the power of treatment, and free generational conversation guides to help families talk about their experiences with drugs, addiction and recovery.
