Portage begins Addiction Traps campaign
Montreal-based drug rehabilitation facility operator Portage has begun a campaign called “Addiction Traps” to coincide with National Addictions Awareness Week. The campaign is aimed primarily at youths and focuses on the impacts an addiction can have. According to the company, the initiative is intended to highlight “how quickly, easily and cruelly addiction can lead to isolation.” The creative depicts a youth who finds himself unable to escape from the cycle of addiction. The first phase of the campaign consists of digital materials and social media content. These will later be accompanied by television and radio advertising, followed by poster executions in Montreal in the summer of 2023. The campaign was developed by La Bande.