San Francisco, CA – The San Francisco Department of Public Health (SFDPH) today announced the launch of a new powerful public education campaign aimed at raising awareness about drug treatment and recovery services.
The campaign features San Francisco residents who have benefitted from addiction treatment and recovery services, sharing their stories and that they are “living proof” that treatment works and recovery from addiction is possible.
"With the Living Proof campaign, we are showing that recovery from fentanyl and other drugs is not only possible but happening every day in San Francisco,” said Dr. Grant Colfax, SFDPH Director of Health. “These courageous individuals are inspiring and a testament to the lifesaving support available through SFDPH services. We are encouraged that overdose deaths are down by 20% this year to date, but there is still much work to do.”
The campaign is one component of the City’s larger effort to reduce overdose deaths from the lethal drug fentanyl and support recovery from substance use disorder. It coincides with the full launch of the nighttime on-demand medication treatment program that connects individuals who suffer from fentanyl addiction to a medical professional who can immediately prescribe buprenorphine from 8 a.m. to midnight daily.
“Buprenorphine and methadone reduce the risk of death among people with opioid use disorders by approximately 50% and are key in reducing opioid-related overdose deaths and helping people build stable lives,” said Dr. Hillary Kunins, SFDPH Director of Behavioral Health Services and Mental Health SF. “With resources like buprenorphine, methadone, and new treatment programs, we want every resident to know treatment is accessible, it works, and it saves lives.”
SFDPH makes substance use treatment accessible across its system of care, including in hospitals and 14 primary care clinics, permanent supportive housing, shelters and navigation centers, street-based settings, and the Jail Health program. SFDPH continues to aggressively expand substance use treatment options while removing barriers to treatment. The work has included launching new treatment programs, expanding hours at outpatient treatment facilities and access points, adding 400 residential treatment and care beds, and more than tripling the number of street care workers in the community outreaching to people who use drugs.
“This campaign is deeply personal for me," said Jean Bruno, one of the San Franciscans featured in the Living Proof campaign. “I hope my story helps others see that recovery is possible and that no one is alone in this. The city’s outpatient treatment program was key to my recovery and could help you with yours.”
The campaign directs people to the SFDPH Behavioral Health Access Line, a 24/7 call center that serves as a central access point for substance use and mental health services. Beginning in October, the telephone line added the option to virtually connect to a medical professional about medications for fentanyl and other treatment options.
"The opioid epidemic continues to claim the lives of too many San Franciscans, with overdose statistics highlighting the scale of this crisis,” said Claudia Cabrera, Program Director, Si a la Vida - Integrated HIV Services at Instituto Familiar de la Raza. “The devastating effects are apparent in our communities, visible on our streets. A campaign such as "Living Proof that features stories from our own community members could bring a message of hope and resilience to those impacted by opioid use in San Francisco. Such an initiative could play a valuable role in raising awareness, fostering support, and ultimately helping to prevent overdose deaths."
Public education campaign materials will be distributed across the City via billboards, Muni bus shelter ads, social media ads, in ride car share Lyft vehicles, and other outlets. Ads will be shown across the city but will be centered around the Tenderloin and South of Market neighborhoods, where overdose deaths occur at a higher frequency than other neighborhoods. The SFDPH team is also working directly with community-based organizations to share materials and raise awareness among all San Franciscans that treatment works, and recovery is possible.
"Lyft is proud to partner with the San Francisco Department of Public Health to support the Living Proof campaign,” said Malcolm McFarland II, Lyft public policy manager. “We are dedicated to being a force for good in this community and in communities across the country. Through our partnership with the City, we have worked to educate drivers as we look forward to raising awareness about treatment for this campaign through advertisements in some Lyft rides.”
“I’m so glad San Francisco’s Department of Public Health is elevating the voices of people in recovery, to motivate and inspire others. It is beautiful to see people reconnecting to their families, getting education, and being empowered to take control of their lives,” said Dr. Gina Fromer, President and CEO of GLIDE. “At GLIDE we offer the full spectrum from recovery to overdose prevention to health education and support: we invite anyone struggling to reach out.”
Link to campaign materials for use in media publications here.