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Students working at the new student-run advertising agency in the Scripps College of Communication got something unexpected from one of their first clients during fall semester – a deeper understanding of addiction and recovery.

“One of the moments I remember the most was when we got to speak with some of the clients who are currently in recovery via Zoom,” said Mia Cestra, a junior strategic communication major from Pittsburgh. “We asked them questions about their situation, and it helped us build an idea of what we wanted our campaigns to look like to reflect who they are. It changed the way I viewed recovery and remission as a whole.”

Cestra was part of a team of six students at the experiential learning advertising agency called NEXT‽ that worked with Cairn Recovery Resources in Zanesville, Ohio to develop campaigns to help increase awareness about the organization and lessen the stigma associated with recovery.

“The goal of the campaigns are to let community members know that recovery doesn’t have to be scary,” said Cestra. “It can be a feeling of comradery and support.”

“We developed campaigns that could show the community these aren’t bad guys. Some of the former clients are now leaders at Cairn and are helping others get clean,” said Isabel Mattern, a senior strategic communication major from Cincinnati. “They haven’t gotten the credit they deserve in what they’ve done for the community.”

is a premier addiction treatment center and mental health treatment provider serving east-central Ohio. It’s committed to providing accessible, high-quality care to individuals struggling with substance abuse and mental health challenges. The addiction recovery programs are designed to empower clients to live healthy, substance-free lives and achieve lasting recovery.

“Marketing is definitely an area we needed help. We are so busy with the day to day, the message can get lost. Having students help us has been great,” said Cairn Director of Housing Charles Thompson. “We let the students dig into us, and they came at us with some great ideas. What they came up with was more than we could have ever thought of. They captured the personal touch and have come up with concepts to help the community see our clients as people with the feelings associated.”

“Some of the materials the students developed are really trying to reach people and bring a little bit of emotion,” said Cairn Chief Operating Officer Mike Weeks. “They show that you can be in this place where you need help and it’s not just because of bad decisions. The campaigns help capture the human element and will help people to understand this is an issue that as a society we need to take more seriously and address.”

The student team developed a few different campaigns for Cairn including signs for bus stations, posters for government buildings where parole officers and judges can see them and one called “The Mug Shot Campaign.”

“‘The Mug Shot Campaign’ turns mugs shots into a source of pride,” said Mattern. “We used the clients’ mug shots with quotes that says things like, ‘In six years I will be the CEO of a recovery center.’”

“The mug shot shows anything is possible,” said Thompson. “It shows the possibilities of what can be done.”

Chuck Borghese is the managing director of NEXT‽ and helped launch the student-run agency this school year. During his professional career, Borghese worked at several agencies such as DONER, Ogilvy & Mather, Merkley + Partners and Doyle Dane Bernbach. He was responsible for advertisements for brands like AXA Equitable, Klondike and Mercedes-Benz.

After working with Cairn, both Borghese and the students are excited about what the future holds.

“I love how our team worked with the people at Cairn and their clients to uncover the essence of hope,” said Borghese. “There’s truly something special about this partnership. I can’t wait to see the results of this campaign.”

“I loved learning about what they (Cairn) are doing,” said Mattern. “It’s really great. I’m excited to see the results of the campaigns. It’s really great to feel you are helping in some way.”

“This was my first experience working at an agency. Getting the chance to turn their hardships into something that will inspire other people to get help was so meaningful to me,” said Cestra. “I’m excited to see where the agency goes in the future and be a trailblazer for it. It’s such a cool opportunity for so many students, especially those that can’t do internships over the summer because they can work with real clients during the school year. You have a boss and co-workers and work on something awesome to create real impact on people’s lives.”