INDIANAPOLIS (WISH) — Marion County public health officials unveiled the “What are friends for?” media campaign at a press conference Thursday. The initiative is designed to eliminate the stigma associated with substance abuse disorders.

“This is a national conversation to not only demonstrate compassion and understanding, but more importantly to save lives,” said Dr. Virginia Caine, director of the Marion County Public Health Department.

The goal, Caine said, is to encourage sufferers to talk about their struggles with addiction with people they trust. This will help make substance abuse part of everyday discussions. Those who seek help from friends and family, Caine added, are more likely to successfully overcome their addiction.

Additionally, department officials want the public to understand that substance abuse is just like any other medical condition such as diabetes, heart disease and cancer.

“We don’t want people to be ashamed anymore and we’re hoping our campaign will achieve this,” said Caine.

Latest statistics show the rate of substance abuse emergency room visits in Indianapolis is nearly double the rate of emergency visits for the rest of the state.

Indianapolis was one of just four cities to receive funding from the National Association of County and City Health Officials’ Integrating Overdose Prevention Strategies at the Local Level.