Reframing addiction

Produced in 2019 and 2020 by Blackfella Films in collaboration with Turning Point, this groundbreaking and Walkley-nominated documentary followed ten Australians through six months of treatment. Aired in four-parts on SBS, it gave a rare, unflinching look at the realities of addiction and recovery.

The series had a profound impact, changing perceptions and inspiring one in five viewers to take action for themselves or others. More than 1.5 million people watched the program during its release month, with a further 1.3 million streaming it online, ensuring its influence extended well beyond broadcast.

By bringing real stories of addiction into living rooms across the country, the series helped break stigma and start national conversations about treatment and hope.

Launched in 2020 alongside the Addicted Australia documentary, the Rethink Addiction campaign has grown into a national movement for change. More than 65 partner organisations joined the campaign, amplifying its reach and uniting voices across health, community, and advocacy sectors.

In its first two years, Rethink Addiction was mentioned over 5,000 times in news and social media, while continuing to engage thousands more on platforms such as Facebook, X, and Instagram.

Through real stories of addiction and events held across Australia, the campaign challenged stigma, built compassion, and mobilised support for reform. Its momentum culminated in the first National Convention on Addiction in Canberra, bringing together lived experience, clinicians, policymakers, and advocates to shape the future of addiction care.

To find out more, see the Impact Story below.

Released in 2022 as part of the Rethink Addiction campaign, Real Stories is a series of short films featuring four Australians with lived experience of addiction. Viewed by more than 9,000 people on YouTube, the videos highlight the humanity and resilience behind addiction, showing that each person’s story extends far beyond their struggles with alcohol, drugs, or gambling.

By elevating lived experience, Real Stories helps break down stigma, build empathy, and encourage open conversation about addiction and recovery.

The Rethink Addiction website also invites people across Australia to share their own stories. These accounts are collected and published online, building a growing library of lived experience voices that continue to challenge stereotypes and inspire hope.

In 2024, Turning Point partnered with Common Cause and leading organisations in the AOD sector to develop a groundbreaking addiction messaging guide.

Drawing on in-depth research with more than 2,400 Australians, the guide offers a vital resource for reducing stigma and building support for reform. It is designed for a wide audience, including policymakers, researchers, clinicians, journalists, and people with lived experience, equipping them with the tools to communicate about addiction more effectively.

The guide outlines evidence-based strategies for framing addiction and dependence in ways that shift public attitudes, foster compassion, and increase support for change. By embedding these approaches, it will play a crucial role in reframing how Australians understand addiction well into the future.