Overcoming Addiction Recovery Barriers For The Marginalized Through Cultural Humility
PROJECT:
Go-to-Market Strategy, Brand Launch, Omnichannel Marketing
Client:
Full of Life Counseling & Addiction Services PLLC.
Skills:
Brand Development, Omnichannel Marketing, Market Access, Digital Innovation, Generative AI, Multimedia Art, Creative Direction
THE SITUATION
Full of Life Counseling & Addiction Services PLLC (FLCAS) provides holistic, culturally informed, evidence-based addiction recovery and mental health services. Dedicated to empowering marginalized communities, FLACS mission was clear, but they needed a strategic brand and go-to-market approach to increase accessibility, reduce stigma, and scale its impact.
Key Challenges:
- Stigma & Mistrust – Many marginalized individuals avoid seeking treatment due to fear, cultural barriers, and systemic mistrust of healthcare services.
- Limited Awareness & Accessibility – A lack of digital presence, clear messaging, and outreach initiatives prevented at-risk individuals from discovering services.
Therapist Shortages & Recruitment – The organization needed a dedicated pipeline of culturally aware therapists to expand services and meet demand.
THE SOLUTION
As their Brand & Go-To-Market Strategy Consultant, I developed and implemented a comprehensive transformation of Full of Life Counseling. From brand identity, digital presence and telehealth capabilities to therapist recruitment strategies—we ensured the organization could achieve both growth and impact.
I. Brand Transformation & Identity Development
- Developed a cohesive brand identity aligned with cultural humility, faith-based healing, and empowerment.
- Created a brand book ensuring consistency across web, social, print, and outreach initiatives.
- Defined the brand voice and messaging framework, focusing on stigma reduction, community-driven healing, and empowerment.
II. Inclusive & Accessible Digital Experience
- Designed & launched an intuitive website that simplifies access to information, integrates telemedicine, and highlights culturally tailored treatment programs.
- Optimized the website for SEO, ensuring discoverability for those searching for addiction recovery and mental health support in marginalized communities.
- Integrated Harmoni, an AI-powered chatbot, providing 24/7 support, crisis intervention resources, and therapy appointment booking.
- Developed digital intake and assessment forms, streamlining onboarding and reducing administrative barriers for new patients.
III. Therapist Recruitment & Growth Strategy
- Created a therapist recruitment campaign targeting culturally competent professionals specialists in addiction recovery and mental health.
- Developed a “Join Our Healing Mission” campaign, positioning FLCAS as a leader in faith-based and inclusive therapies.
- Implemented a therapist referral and incentive program to attract licensed counselors, faith-based therapists, and trauma-informed specialists.
- Partnered with universities, clinical networks, and Indigenous mental health organizations to build a sustainable talent pipeline.
IV. Culturally Humble Marketing & Community Partnerships
Developed culturally resonant digital media campaigns to drive local engagement and increase appointment bookings including:
- “By His Grace, You Will Rise Again.” (Faith-based empowerment)
- “Your Past Doesn’t Define You—Your Healing Does.” (Stigma reduction & personal growth)
- “Healing Starts Here. You Are Not Alone.” (Community support message)
- “Healing With Cultural Humility” (Culturally humble treatment and support)
Launched high-impact community partnerships, hosting mental health workshops, recovery support groups, and faith-based counseling events.
V. Emotive & Purpose-Driven Creative Assets
- Brand Song: “I Am Rising Up” – A powerful anthem of resilience, hope, and transformation, reinforcing FLCAS’s mission through music.
- CTV Commercial: “Your Healing Starts Today” – A high-impact campaign inspiring individuals to take the first step toward recovery.
VI. Soulscape: The Art Residency Program
- Launched Soulscape, an art residency focused on faith-inspired, multimedia storytelling addressing the stigma around addiction and mental health.
- Integrated artistic healing methods into FLCAS’s outreach strategy, fostering deeper community engagement.
THE IMPACT
KEY TAKEWAYS
- Awareness Builds Trust – Brands serving marginalized communities must integrate culturally competent messaging and representation to reduce stigma and foster engagement.
- Technology Enhances Accessibility – AI-driven support (like chatbots) and telehealth integration are essential in overcoming barriers to care for underserved populations.
- Storytelling Drives Connection – Emotionally charged multimedia, music, and art-based campaigns can shift perceptions and encourage personal connection to relateable, mental health recovery.
- Sustainable Growth Requires Talent Investment – A strong therapist recruitment pipeline ensures service expansion and long-term impact continue to reinforce the brand’s commitment to holistic care.
