In the midst of a growing national crisis of drug overdose deaths, the Ad Council Research Institute (ACRI) announces today its findings of a mixed-method research study identifying how to reach, encourage and support individuals open to treatment for substance use disorders (SUDs). The report hones in on the audiences most impacted by or at risk for substance use disorders, identifies those open to seeking treatment, deciphers barriers and motivators to seeking treatment and informs message development to help individuals explore resources and recovery. Results shine a light on opportunities to reach and influence those who are open to treatment, regardless of whether an individual has or is at risk of a substance use disorder, and serve as the cornerstone for a new campaign from the Ad Council launching later this year.
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