Addiction Recovery Continuing Care Program
PROJECT: Name the new addiction recovery continuing care program for Elements Behavioral Health. Recognizing that addiction is a chronic disease that requires long-term management, Elements developed this evidence-based, one-year continuing care program that will eventually span their entire nationwide network of treatment centers.
JAVELIN: A light spear thrown in a competitive sport in which success is measured in distance thrown. Historically, the javelin was used as a weapon. More recently, javelins are simply thrown for sport, and the javelin throw is an event in the Olympics.
BRAND POSITIONING: For this project, one of many we have now completed for Elements Behavioral Health, we were tasked with naming their new continuing care program. During our brand positioning workshop with the client, we learned that most programs treat addiction as an episodic, acute illness, and that this new program addresses substance abuse as chronic disease. The program provides clients and their families the framework to work closely with their coach to minimize triggers, set and monitor goals through regular drug screens and a system of rewards and accountability, and establish a healthy social support network, all of which have proven effective in promoting long-term recovery.
After developing a number of names that mapped to the brand positioning, Javelin quickly rose to the top as the perfect metaphor for this dynamic, powerful, and sustainable recovery program. It has been said that recovery is a program of action, and the Javelin throw is certainly a vivid demonstration of stamina, grace and power. The Javelin throw was a component of the original Olympic pentathlon; pentathletes were considered to be among the most skilled athletes, and were held in high esteem as physical specimens, “capable of enduring all efforts,” according to Aristotle, which maps conceptually to the skills necessary to maintain an enduring recovery.
“We believe the name ‘Javelin’ reflects the strengths of the program,” says Janet Tewhill, Senior Vice President of Continuing Care at Elements Behavioral Health. “The javelin is known as a graceful, long-distance weapon and tool. At Elements’ family of treatment centers, the Javelin program will be a powerful weapon against relapse as well as an elegant tool in promoting long-term recovery.”
“We’re on our eighth [ten now completed] project with them. It’s a very good process. It’s very effective. It’s fun and very collaborative. What stands out to me is the consistency in their work, their professionalism and how they deliver their work.”
—Chief Internet and Media Officer, Elements Behavioral Health
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