The problem: Priory was famous for celebrity rehab
Priory was one of the most recognised names in private addiction and mental health care, yet research showed it was also one of the least understood.
Perception was dominated by legacy associations with reputation, wealth and celebrity, driven by coverage of the celebrities who had used their addiction services in the 1990s and 2000s.
However, everything Priory does is backed by evidence, led by highly trained, registered and accredited professionals and people who have had treatment with them show consistent improvement – as measured by both clinician and patient-rated tools.
ZPB worked closely with the Priory team to define their uniquely differentiated Whole You model of care which covers emotional health, physical wellbeing, relationships, social connection and purpose.
Priory and the Whole You model of care
Campaign objectives
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Reframe perceptions of Priory from a “celebrity rehab” to a clinically expert, compassionate provider of the Whole You model of care
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Increase awareness and understanding of Priory’s services in London and the South East
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Reduce perceived barriers around affordability and accessibility
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Drive increased enquiries, referrals and admissions for addiction services
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Increase consideration and willingness to choose Priory among exposed audiences
For Priory, this created a clear creative challenge: to move from being a brand people recognised, to one they understood, trusted and felt was relevant to them and their families.
Addiction is a family problem
Our campaign strategy was informed by research that revealed that one in four people are worried about a loved one’s drinking, and how the ripples of addiction affect the lives of families and friends.
We also found that friends and family are critical to helping people find the support they need and that the experience of seeking support can be overwhelming and difficult.
People looking for help want clear and simple information that explains how recovery works, what they can expect and that getting back to their life, family and work is possible.
Creative execution
Break the Chain was Priory’s first major brand-building campaign and it was designed to reposition the brand through lived experience. The campaign looks at complex issues through the lens of two individual’s real recovery journeys. We recruited people willing to share their stories in their own words, capturing the moments of crisis, turning points, and breakthroughs that define the path to recovery.
Former patients Helen and Jordan talked to us because they believe that someone else might be inspired to take the brave step on their own journey of recovery. Each episode is a window into the courage, vulnerability, and hope that treatment for addiction brings.
All creative was developed and delivered within strict safeguarding, consent and healthcare advertising frameworks to ensure sensitivity, responsibility and compliance throughout. Creative adhered to restrictions on advertising addiction services across platforms including META, YouTube, Google and London Underground.
The campaign ran across London and the South East, Priory’s priority regions, and was delivered through a carefully balanced mix of channels designed to build understanding at scale while driving action. Activity included film led paid digital across Meta, TikTok and digital audio; high impact out of home placements including the London Underground; earned PR including a national launch and feature coverage; and Priory’s owned channels supported by a dedicated campaign landing page.
Campaign rollout
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Vertical mobile-first series
The idea for a vertical series was born from a simple insight: today’s audiences engage most deeply with content that feels authentic, immediate, and made for the platforms they use every day. By filming in a mobile-first, vertical format, we ensured these stories would reach people where they are - on Instagram Reels, YouTube Shorts, and Meta ads - maximising both reach and emotional impact.
Vertical series are becoming an increasingly popular way to watch drama made for mobile. We utilised this emerging media execution and presented each story as series comprising five short ‘reel-type’ videos with chapters highlighting specific aspects of their story.
Campaign outcomes
Crucially, Break the Chain delivered tangible business results, increasing enquiries and inpatient admissions.