Media outreach fuels executive-focused drug addiction campaign

WERNERSVILLE, PA: The Caron Foundation hopes its media outreach and advertising campaign, "Buzz at Work," will help destigmatize the notion of executives receiving help for their drug or alcohol addictions.

WERNERSVILLE, PA: The Caron Foundation hopes its media outreach and advertising campaign, "Buzz at Work," will help destigmatize the notion of executives receiving help for their drug or alcohol addictions.

The foundation, an alcohol and drug addiction treatment provider, is working with Harris, Baio & McCullough (HBM) on a project basis for media outreach and executive speaking programs. The amount was not disclosed.

Angela Collom, a VP with HBM, leads the team for the PR firm, and is assisted by Kristin Campbell, an account supervisor.

Collom said that the firm would be targeting business, executive, and HR publications, as well as television outlets that might be watched by the "soccer mom" demographic, many of whom might have a spouse with a problem.

The campaign was put into place partially because of the excessive drinking during the holidays, according to Sally Orth, the director of communications and PR for the foundation.

"We have the holidays upon us, and they often exacerbate any addiction," Orth said, adding that most people have a relative or friend that gets especially deep into addiction during Thanksgiving or Christmas.

The focus on executives also hits companies that might have financial repercussions from a workforce affected by addictions.

"An executive who goes out for lunch and has an extra cocktail or is drunk from the night before, it affects [his or her ability] to get the job done."

The foundation is also considering speaking at conferences or setting up a table as an exhibitor.

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