In Brief

An initiative uses unclaimed dry cleaning to give recovering addicts clean start

Employment can increase a recovering addict’s abstinence by 79 percent. With this in mind, Action on Addiction, a UK-based substance addiction organization specializing in workplace training, partnered with Leo Burnett London to create the Dry/Clean Initiative. The initiative helps former addicts get back into the workplace by donating unclaimed dry cleaning to them.Through the program, recovering addicts are provided with suits left at dry cleaners across the UK, helping them rebuild their confidence and make a strong first impression in job interviews. The campaign gives people on the road to recovery an opportunity, and is a reminder that advertising is a powerful tool that can be used for good. “Millions of people in the UK struggle with addiction,” says copywriter Elliott Starr. “We wanted to help recovering addicts, who are working day by day to stay dry/clean, a tangible tool that they can use to get back on their feet. The Dry/Clean Initiative is a step toward creating a new life, and it’s something we’re delighted to be part of.”

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