• by Fern Siegel , October 14, 2024

Porch Light Health, an addiction treatment-recovery network with 60+ clinics in Colorado and New Mexico, has a new multichannel ad campaign out.

The spots carry an important message for opiate and alcohol addicts, “Life Beyond Addiction,” and were created by indie agency Vladimir Jones.

Currently running in Colorado and New Mexico markets on online video and CTV, the campaign also extends to Spanish and Native American radio, OOH and community newspapers.

The campaign arrives as the company expands into New Mexico this year and four possible markets in 2025. New Mexico consistently has the highest alcohol-related death rate in the country and ranked sixth nationally for drug overdose deaths in 2021.

The work encompasses a broad target audience — the nearly 17% of Americans who battled a substance use disorder in the past year and those who are close to them. Addiction touches every economic and demographic group.

The timing is notable: President Biden is finalizing a sweeping expansion of 2008 regulations that require insurers to cover mental health and addiction care on the same terms as other care. Insurance company often evade payment for these covered services by claiming prior authorization and standards determining out-of-network payment rates for mental health that are more restrictive.

The new legislation will impact millions of Americans.

Vladimir Jones' client work has included Bok Financial, Tourism Santa Fe and Colorado Springs Utilities.