'These are illnesses': Ad campaign aims to reduce stigma around addiction, mental illness

- A scene from a new statewide ad campaign that aims to challenge Ohioans’ assumptions about addiction and mental illness features the fictional gameshow “Beat the Stigma.” Provided

A coalition formed to educate central Ohioans about the danger of opioids is taking its message statewide with a new advertising campaign that aims to reduce stigma around addiction and mental illness.

The setting for the public service announcements is the fictional gameshow "Beat the Stigma," where contestants offer common misconceptions as to what contributes to alcoholism. 

The statewide initiative is the result of a partnership between the state of Ohio and the Ohio Opioid Education Alliance, which sponsored the two-year "Don't Live in Denial, Ohio" multimedia campaign.