The Orchard on the Brazos is a privately owned-and-operated luxury substance recovery center outside Houston. Nestled in a 130-acre rural plot along Texas' second-longest river, The Orchard offers resort-style accommodations with 24/7 support from medical staff, with an emphasis on privacy.
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Substance recovery is a tough issue to promote. Millions among us are stuck in the iron grip of the addiction cycle; it's a problem that shows up among all races, all genders, all socioeconomic levels, all career tracks. While some are very open about their struggles and recovery, others are terrified of being outed. The founders of The Orchard opened their facility with these specific people in mind; those who prefer privacy and discretion while they fight for their minds and bodies. Those who might otherwise shy away from treatment due to the ongoing stigma as well as that which they stand to lose by being found out.
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Recovery can also be intimidating for those who haven't been through it. With a massive variety of treatment options out there, many are turned away from seeking it because they find themselves simply overwhelmed with a loss of where to start, what to seek out, and how to reach out and ask for help.
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The Orchard wanted to position itself as an answer to these lesser-known issues; a facility that accommodates the individual needs of each clients as opposed to a one-size approach. While the stigma around addiction and recovery continues to gradually wear down, it still exists, and those who are outed can still stand to lose everything; therefore, by operating with such stigma in mind, The Orchard reaches those who may be less likely to seek treatment and sink deeper into the cycle of addiction.
Radio
I wrote three scripts for radio spots, which were then recorded and aired by Houston's local NPR affiliate,
KUHF-FM. By revolving around themes of privacy, hope and lasting change, we aimed to reach a wide audience and tap in to the apprehension they may be feeling as they struggle. With a :15 time limit and a bevy of regulations, it was a challenge to pack in all of the necessary information with the comforting messaging into these spots. However, the end result was something we felt turned out quite well.
Digital
We produced a series of online banner ads to expand awareness of The Orchard. I wrote the copy in a simple, straightforward fashion to entice potential residents to visit the site and learn about the clinic.
Company Collateral
We were asked by the client to create a fresh batch of company collateral, in the form of brochures and one-sheets. I was tasked with providing long-form copy that provides factual, necessary information presented in a warm, inviting tone.
Clinic One-Sheet
Men's Extended Care Tri-Fold
Women's Extended Care Tri-Fold
