About Us

The Ethical Marketing Campaign for Addiction Treatment (EMCAT) was founded by a coalition of dedicated individuals united by a commitment to enhance standards in addiction treatment marketing across the United Kingdom. Our mission is to develop, promote, and advocate for a specific code of conduct that governs ethical marketing practices tailored to the UK context.

We aim to foster collaboration among various organisations and individuals to affiliate and collectively maintain high standards in the ethical marketing of addiction services. EMCAT will actively identify and address, and where necessary, report any unethical or misleading advertising and marketing practices.
EMCAT operates as a network of former and current professionals in the addiction field, plus others with an interest in this field. We operate under the auspices of Faces and Voices of Recovery (FAVOR-UK) registered charity in Scotland.

Executive Team

Dedication. Expertise. Passion.

Our executive team is responsible for setting the long-term vision and strategic goals of EMCAT. They make high-level decisions that impact the entire organisation and ensure that day-to-day operations align with these strategic objectives.

Chief Executive Officer Castle Craig Hospital

Dominic McCann

Also a member of the Strategy Team and Advisory Team

Castle Health is a family-owned healthcare group, specialising in addiction and behavioural healthcare. We are headquartered at Castle Craig Hospital in Scotland, which was founded in 1988. Castle Craig Hospital has an international reputation. It has 82 inpatient beds, and provides holistic care for the treatment of alcohol and drug dependency and associated mental health disorders. The locations of our other facilities include Ireland, Sweden, London and the Netherlands.

Operations Manager

Evelyn McKechnie

Also a member of the Strategy Team and Advisory Team

Evelyn's career exemplifies her versatility, ranging from advertising, politics and advocacy to entrepreneurship in tourism, app development, and journalism. Her dedication to preserving and sharing historical knowledge through various mediums remains a cornerstone of her professional endeavours.

Consultant and Head of Marketing

Adelina Dragoi

Illustration and Design

Radu Otarasanu

Researcher

Nicole Pedro

Strategy Team

Commitment, Proficiency, Enthusiasm

Our strategy team is dedicated to steering our EMCAT towards its long-term aspirations. We conduct comprehensive strategic planning, define clear and measurable goals, and identify key strategic initiatives to ensure success. Effective communication of our strategic vision and goals is a priority, ensuring all stakeholders are engaged.

Therapist and Company Director Promis Clinics

Robin Lefever

I am passionate about creating programs and clinics that help people recover from mental health issues ranging from addiction and depression to eating disorders, self-harm, and beyond. It's exciting to see how much can still be done to improve treatment and release the potential in sufferers.

Managing Director Constantia Healthcare Group

Anthony Massouras

Owner of Constantia Healthcare Group, a growing residential and nursing care home group with homes in the north east, north west and West Yorkshire. I have spent almost 30 years creating, developing and growing businesses in the social care and healthcare sector with particular emphasis on specialist care services for the elderly, young physically disabled, mental health, dementia as well as residential rehabs for people with addictive disorders.

Chief Operating Officer

PORTOBELLO BEHAVIOURAL HEALTH LIMITED

Nicolay Sorenson

I've been driving growth and efficiency across roles in the private, public and voluntary sectors for more than 20 years. With a background in campaigning, I am always interested in what the mental health sector can do to help people access appropriate high-quality flexible care.

Advisory Team

Experts in the field

Our advisory team assist in problem-solving, offer mentorship to the Executive and Strategy Teams, review business plans and proposals, and propose innovative solutions to enhance growth and efficiency. While not involved in day-to-day operations, their role is crucial in shaping the overall strategy and direction of EMCAT

Consultant in strategy, systemic constellations and education

Caroline Cole

Fellow of the Higher Education Academy | Member of the Chartered Management Institute

Caroline Cole is recognised for her role as a lecturer at the University of Oxford, where she brings expertise and passion to her academic pursuits. Her contributions encompass various facets of education and research within her field of specialisation.

Experienced interim and part-time Chief Executive Officer at Broadway Lodge, Weston-Super-Mare, a distinguished residential treatment centre specialising in addiction recovery.

A dynamic professional with well-developed left- and right-brain functions, contributing expertise in leadership, strategic development, and fostering innovation within educational and therapeutic settings.

Senior Bid Writer and Journalist

Tom Gard

After eight years as a Senior Bid Writer focused on Substance Misuse and Mental Health with a major UK health provider, Tom returned to his passion for supporting small and medium-sized Third Sector organisations and social businesses. Over the past year, Tom has provided bid writing, management, and consultancy for tenders related to MOJ prison services and local authority/CCG services in mental health and complex needs. He also authored a blog for Emphasis on the bid process.

With over a decade of experience in multi-million-pound bids and smaller funding proposals, Tom possesses a deep understanding of the tender and funding process. HIs journalism background ensures thorough research and engaging proposals. At Turning Point, he managed successful tenders for large public health contracts and, as co-director of Recovery Link CIC, expanded a peer-led social enterprise into a commissioned service provider. His past roles include journalism for The Guardian, The Daily Telegraph, and The Times, and they have recently completed accredited CCAR Recovery Coach Academy Training and served as a trustee for CoLab social inclusion hub in Exeter.

Head of Patient and Carer Experience

Leon Marsh BSc (Hons), MBA

Leon has over two decades of experience across a wide variety of criminal justice, community services, and specialist residential treatment services. In his previous role as Director of Hospital and Residential Services for Adferiad Recovery, Leon oversaw several complex needs inpatient detoxification and residential services and was instrumental in developing the UK's first complex needs residential treatment pathways commissioned by GambleAware.

Leon is also a specialist CQC advisor in mental health and substance misuse. He is particularly passionate about ensuring equity and fairness in treatment and currently leads on patient experience for one of the UK's largest NHS health boards.

Professional Experience:

Director of Hospital and Residential Services Adferiad Recovery

Oversaw several complex needs inpatient detoxification and residential services.
Instrumental in developing the UK's first complex needs residential treatment pathways commissioned by GambleAware.

CEO FavorUK

Annemarie Ward

Annemarie Ward is a dedicated leader as CEO of FAVOR-UK, the leading addiction advocacy and recovery charity in the UK. With over 20 years in policy, advocacy, and social justice, Annemarie brings a forward-thinking, evidence-based approach to addressing addiction and recovery issues. She has successfully introduced and sustained Recovery Month in the UK, organized 15 UK Recovery Walks and Conferences, and pioneered the UK's first Addiction Advocacy Case Worker Service.

Annemarie was instrumental in developing and lobbying for the Right to Recovery Bill, the first legislation in the UK designed specifically to support individuals suffering from addiction. She maintains strong relationships with industry leaders, funders, MPs, and the media, advancing FAVOR-UK's mission to empower and support those affected by addiction.

About Us

Executive Team

Strategy Team

Advisory Team

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