Up and away – Heroine Day sends out message of recovery from substance misuse to thousands

To many, it may seem that the subject of substance misuse is one where there’s simply nothing positive to say. How can there be, when substance misuse destroys lives, isolating people and robbing them of their futures?

At NewLink Wales, we see those stories on a daily basis. But we also see something else, something incredible – the strength and personal determination that it takes for people to recover, to reclaim their identity, and rebuild their future. There’s only one word to describe the effort it takes, and the resolve many show to help others going through the same thing. That word is ‘heroic’.

That’s the starting point of Heroine Day. We wanted to get the word out there that not only is recovery from substance misuse possible, but that it should be celebrated. We also wanted word to reach people struggling with substance misuse that support is out there – recovery may be difficult, but it needn’t be something that they face alone.

Gathering momentum

It’s been a year of unprecedented change and growth for NewLink Wales. That’s a good thing, of course – it means we’ll be able to help more people than ever before. But it does mean that while those changes settle, we’ve had to scale back some of our campaigns this year.

However, the support shown for Heroine Day has still been fantastic. 23 businesses stocked Heroine Day wristbands or displayed our posters. Stands were set up, cupcakes sold, banners displayed, capes worn,  and noise generally made. We’ve had photos pouring in on social media from people (and thanks to Feline Good, cats!) keen to dress up and do their bit to get our message out there. And, thanks to the 105 people that signed up, our social media Thunderclap reached almost 115,000 people.

Year on year, we’re seeing more awareness of the campaign, and the issues around it. We’re still counting up the money raised to help us continue our work, but the message is the key thing here, and we couldn’t be happier with how much that’s being heard.

If just one person is inspired by this campaign to get help, or realises that their recovery should be a reminder to them of just how much they’ve achieved, then we’ve done what we set out to do.

We’ll be back with Heroine Day 2018 – and we’ll be making it bigger and brighter than ever before. Get in touch if you’d like to be involved!


Heroine Day 2017 thanks –

All of our Wristband holders:

    • WCVA- Mount Stuart Square, Cardiff CF10 5FH
    • Royal Mail - 220-228 Penarth Road, Cardiff
    • Maine Hair Salon - 126 Crwys Rd, Cardiff CF24 4NR
    • Coco Gelato - 133B Woodville Rd, Cathays, Cardiff CF24 4DZ
    • Munchies -  22 Crwys Rd, Cardiff CF24 4NL
    • Amesoeur Bistro - 98 Crwys Rd, Cardiff CF24 4NQ
    • Happy Lok Diner - 53 Crwys Rd, Cardiff CF24 4ND
    • The Byrd's Nest - 138 Crwys Rd, Cardiff CF24 4NR

To Pure Gym, Cardiff Gate –  for their support, and for the stand they had set up to show their visitors and customers.

To Feline Good Cat Café – for their support, this year and the last, and for fabulous hero cat photos!*

To MinuteMan Press – also for their support, their costumed antics, and to one team member for braving the cold to send us a superhero photo from the Icelandic countryside!

To The Deck – also for their support, for dressing up, and for donating their cupcake sales for the day to our campaign.

To Steps Training – for their Heroine Day stand, complete with superhero cupcakes!

To Aberdare Town FC – despite their game being cancelled, the team hosted a collection to raise money.

To South Wales Fire and Rescue Service – who are looking to embed Heroine Day into their calendar next year!

*photoshopped, of course – Feline Good have not squeezed any cats into uncomfortable Superman costumes!