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Recovery Plus 70 Feb 2016 What stops people from seeking care? According to the Substance Abuse and Mental Health Services Administration, addiction affects about 23.5million americans every year, and about 11% receive treatment. While there are many factors that contribute to this addictiontreatment gap, stigma is one of the largest: Recovery Brands’ research found that stigma is cited as the second-largest barrier for people considering treatment, surpassed only by cost. The company’s findings also unveiled that 82.2% of people struggling with addiction have felt stigmatised, and 73.9% of them felt most stigmatised by family members. “Despite efforts of the addiction treatment industry to make treatment more readily accessible, research and personal experience show us that stigma remains one of the largest barriers to seeking help,” said Melanie Haber, vice president of brand development. “Until we change the conversation and perception surrounding addiction and behavioural health disorders, lives will continue to be lost too soon. We’re committed to eliminating that barrier by bringing a new, empowering message through the Lives Challenge.” The Lives – Leveraging Impactful Videos to End Stigma – Challenge is a three-month public video contest, run by Recovery Brands until 23 May 2016. It is seeking video submissions that will reduce the stigma surrounding the disease and encourage people struggling with addiction to seek treatment. Participants have a chance at winning $10,000 (£7,000) as well as a featured video placement on the company’s flagship website, Rehabs.com. Lives Challenge participants will receive a Pura Vida bracelet, designed by Recovery Brands, as a reminder to spread the word and reduce stigma (part of the purchase price goes to charity). Two awards will be granted at the close of the Lives Challenge: The Judge’s Choice Award and The People’s Choice Award. Each is paired with a prize of $5,000. To determine the Judge’s Choice Award, submissions will be vetted on creativity, impact, clarity and quality by a panel of third-party judges. The panel includes Chris Henderson, lead guitar player of Three Doors Down; Justin Luke Riley, president and CEO of Young People in Recovery; David Sheff, author of New York Times best-seller Clean; and Anne Fletcher MS RD, an award-winning health and medical writer, New York Times best-selling author, speaker, consultant, and author of Inside Rehab. Each panelist has intensive personal and/or professional experience with addiction and its associated stigma. The video that receives the most public votes in a set period of time will be presented with The People’s Choice Award. Early supporters of the Lives Challenge include Young People in Recovery, Kula for Karma, Pura Vida, National Eating Disorders Association, ATTCK, A New Path, Moms United to End the War on Drugs and HealMyPTSD.com. Join them! For more information on the competition, you can visit http://recoverybrands.com/lives.


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