Brand Tone

empowering, hopeful, and compassionate, with a sense of urgency and determination. It is also bold and advocating, inclusive and non-judgmental.

Brand Values

• •Unity and Connection
• •Advocacy and Change
• •Stigma Reduction
• •Hope and Recovery
• •Community Empowerment

Best Practices

• •Lead with Hope, Not Fear: While acknowledging the severity of the addiction crisis, always frame the message around the possibility of recovery and the power of community action.
• •Use "We" and "Us": Employ inclusive language that fosters a sense of belonging and collective responsibility. Phrases like "Join us," "Together, we can," and "Our community" reinforce the brand's core value of unity.
• •Center Personal Stories: Authenticity is key. Whenever possible, feature real stories from individuals and families. This humanizes the issue and makes the message more relatable and impactful.
• •Be Direct and Action-Oriented: In calls to action (e.g., for rallies, donations, or advocacy), be clear, direct, and empowering. Tell your audience exactly what you need them to do and why it matters.
• •Maintain a Compassionate and Non-Judgmental Voice: Ensure all communications are free of stigmatizing language. Use person-first language (e.g., "a person with a substance use disorder" instead of "an addict") to show respect and reinforce the message that addiction is a disease.

Social Perception

Unite to Face Addiction Michigan is perceived as a credible and vital grassroots movement, a source of hope, support, and empowerment. News outlets and community partners recognize them as a leading advocacy group in the state, effectively mobilizing people and influencing the conversation around addiction. Their annual rallies are significant events that reinforce their image as a powerful and unified force for change.

Copy Examples

• •Your Voice Has Power. Join Us in Lansing. One story can change a mind. A thousand stories can change a state. Unite with us at the Capitol to demand action and show the real faces of recovery. Together, our voices are a force for change. #StrengthInUnity #FaceAddictionMI
• •Stigma is Deadly. Hope is Contagious. For too long, shame has kept addiction in the shadows. We're bringing it into the light. Share your story, listen to others, and be part of a community that chooses hope over silence. Recovery is real, and it starts with connection.
• •The Opposite of Addiction isn't Sobriety. It's Connection. You are not alone. At Unite to Face Addiction Michigan, we are a community of fighters, survivors, families, and allies. Find resources, support, and a place where your story matters.
• •Recovery is a Journey, Not a Destination. Let's Walk Together. Whether you're taking the first step or have been on the path for years, we are here with you. Our annual rally is a testament to the power of community and the promise of recovery. Join us and feel the strength of thousands walking by your side.
• •More Than a Statistic. A Generation to Save. The numbers are staggering, but behind every number is a person, a family, a future. We're fighting for better prevention, accessible treatment, and a world where recovery is not just possible, but expected. Your support can save a life. Donate today.