Breaking the chain of addiction: how sharing stories can change lives

At ZPB, we believe that the most powerful campaigns are those that put people at the heart of the story. As we launch Priory’s Break the Chain campaign this week, we’re proud to unveil a vertical video series that does just that, sharing the lived experiences of individuals who have broken the cycle of addiction through Priory’s care.

Our research revealed that one in four people are worried about a loved one’s drinking, and the ripples of addiction can hugely 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. The campaign looks at these complex issues through the lens of two individual’s lives.

Helen tells her powerful recovery story

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.

But format alone isn’t enough. What truly sets this campaign apart is its focus on 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. Both 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.

Telling people’s stories was the right approach because it builds trust and credibility. Viewers see themselves reflected in these journeys, and the emotional depth of first-person storytelling communicates the power of getting the right support from professional addiction services far more powerfully than any scripted ad ever could. As the campaign launches this week, we hope these stories inspire others to believe that recovery is possible – however difficult things may seem.