Hope Not Handcuffs launched a 17-week campaign to increase awareness and participation in its addiction-recovery program across Michigan. The organization focused on communities where substance use and drug activity were prevalent, while also reaching adults who might have relatives or friends needing support. Bulletins, digital bulletins, posters, and interior transit cards appeared across eight counties in the Detroit and Flint areas. Inventory was selected to over-index among households earning less than $25,000, aligning the media plan with communities most likely to benefit. The campaign delivered 3.7 million impressions among lower-income audiences and more than 20.5 million general-market adult impressions, reaching 10.3% of the Detroit DMA and 60.8% of the Flint DMA.

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