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Centre for Addiction and Mental Health readies methadone campaign

The Toronto-based Centre for Addiction and Mental Health is preparing a public awareness campaign in support of its methadone maintenance treatment program for opioid addiction. The initiative, developed by Scott Thornley and Company of Toronto, uses the tagline, "Methadone Saves Lives." One of the aims of the campaign is to change the public perception of a stereotypical heroin addict to reflect the reality of the various kinds of addiction treated by the program, such as prescription painkillers. The campaign will include posters, brochures and print materials to be distributed in Ontario health and addiction treatment centres. A website has also be constructed at <>. Scott Thornley was hired in a review of 11 agencies. "STC demonstrated a clear understanding of our goals and the challenges we face," said Robert Moore, director of provincial services at the centre. "We're happy with the work we've produced together and look forward to spreading our message in order to combat the stigma of addiction."

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