Demi Lovato & other celebs go dark on Instagram to raise awareness around addiction

Nonprofit Facing Addiction has enlisted the help of celebs including Demi Lovato, comedian Gary Owen and model Tara Conner to try and get people to look at addicts in a different light.

These celebrities, who have all been affected by addiction in one way or another, are all posting a black video on Instagram that at first just reads, ‘Look Close. What do you see?’ in hopes that users will notice their own reflection in their smartphone screens. The short video then ends with the following statement: ‘1 in 7 will see the face of addiction.’

Created by DDB New York, the campaign is meant to bring attention to the fact that you or someone you know could be suffering from addiction.

Greg Williams, co-founder of Facing Addiction, said of the campaign: “Individuals often internalize false stereotypes about who becomes addicted to alcohol and other drugs. The truth is that 45 million Americans are directly impacted by addiction, and it is time for all of us to reflect on the gravity of that number and ask ourselves what we can do to help.”

According to the agency, this is just the beginning of the nonprofit’s effort to help people look at addicts in a different light and to raise money to help them get the treatment they need.

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