Community-Based Sobriety Tracking
NewForm is a free mobile app and community platform focused on sobriety, addiction recovery and mental wellness. We love working with clients who do good in the world, and NewForm are exactly that. What I particularly love about NewForm is the idea that community and connection are themselves tools for recovery.
The Concept
NewForm's progress tracker lets members track their recovery journey; whether from substance use, co-dependency, burnout or other challenges. It also allows members to celebrate milestones. We love that and wanted to champion it as part of our media buying campaigns, so our growth and design teams created these lovely concepts displaying exactly that!
Why The Ads Work
Neither ads screams addiction and that's because NewForm aren't about stigma or shaming people, they're about celebrating progress and community. The people in our ads look joyful for that reason! The 4 days, 9 days and 571 days stickers are superb because they show people at wildly different stages within the same community. Someone on day 4 sees 571 days as aspirational, whilst someone with years sobriety sees day 4 and remembers why they help others. It communicates belonging without a single word of copy. The headline does one simple job; it's empathetic, not clinical. It speaks directly to the isolation that often underlies addiction, without mentioning addiction at all.
Most importantly, the ads sell belonging, not recovery; exactly the right emotional hook for this audience. Great work, Growthcurve team!
