A multi-platform media campaign combating addiction stigma kicked off this month, featuring a 30-second TV spot led by Baltimore Ravens player Morgan Moses. Produced by the Maryland State Ad Agency (MSAA) for the Maryland Department of Health’s Behavioral Health Administration (BHA), the campaign aims to raise awareness and provide support for those grappling with addiction stigma.

Moses emphasizes in the TV spot that the associated stigma can hinder individuals from seeking help. He urges viewers to connect with resources at StopOverdose.maryland.gov or by calling/texting 988 for the Suicide and Crisis Lifeline.

The media spots, distributed by MSAA, span broadcast and cable TV, over-the-top (OTT) services, broadcast radio, audio streaming, digital and social platforms, and an adapted version for print media. TV and radio placements strategically coincide with Ravens football coverage on local stations such as WBAL-AM and WJZ-TV. Additionally, the Baltimore Ravens website hosts a dedicated “homepage takeover.”

“Too many Maryland families are impacted by the overdose and opioid crisis, and having this important message about drug and alcohol misuse and addiction delivered by a respected public figure normalizes the conversation and helps us reach new audiences,” said Maryland Department of Health Secretary Laura Herrera Scott. “We appreciate Mr. Moses and the Baltimore Ravens. As a result of their advocacy and leadership, more people will access needed, available, and life-saving resources.”

This collaboration marks the second consecutive year the Ravens have partnered with the Maryland Department of Health’s BHA division. Building on last year’s efforts with player James Proche, who addressed the 988 Suicide and Crisis Lifeline, this year, Morgan Moses tackles addiction stigma while promoting the lifeline.

The Maryland State Ad Agency (MSAA) is a division of Maryland Public Television (MPT) and a full-service advertising, marketing, communications, and media-buying service for Maryland state agencies and related organizations.