The Jed Foundation and mtvU, with strategic support from the Clinton Health Matters Initiative, have debuted the next phase of “The Other Side,” a 12-spot video campaign featuring Grammy-winning artist Macklemore to help college students navigate the issue of prescription drug abuse on college campuses.
In the series, which is part of The Jed Foundation and mtvU’s Half of Us initiative, Macklemore reveals intimate details of his struggles with substance abuse and how he overcame it.
“The Jed Foundation is proud to be working with Macklemore to help further the dialogue around this important topic. Programs like our Half of Us initiative with mtvU help support and educate students surrounding the realities of prescription drug abuse,” said John MacPhee, Executive Director of The Jed Foundation.
In an exclusive mtvU interview, Macklemore states, “I knew that my highest potential was when I was sober. It was other things that were pulling me down.”
“The Other Side” video series also features students nationwide candidly discussing their experiences with prescription drug misuse and abuse. The effort leverages the power of real stories to illuminate the unintended consequences of prescription drug abuse and help college students who are overwhelmed and stressed realize there are better ways to deal with the pressure.
The Jed Foundation and the Clinton Foundation's Clinton Health Matters Initiative (CHMI), provided support and direction in the development of the video series. In addition to the videos, “Half of Us” features a comprehensive, custom resource center offering students additional information on prescription drug abuse, helpful tips, and positive ways to cope with the academic and emotional pressures of college life. MTV is also spreading the message via its social media platforms, using a series of flat images and GIFs that shed light on the realities of prescription drugs, while providing positive alternatives and a connection to resources. All of the visual content will originate on the “Half of Us” tumblr page.
Get involved by sharing your message using the hashtag #TheOtherSide.
Source: PR Newswire