Several hard-fought decades of advocacy, research and experience paid off this week when the first-ever U.S. Surgeon General's report on addiction was released. At once, the report validated years of work and ignited fresh hope that America's attitudes and approach to substance use may finally turn the proverbial corner. "This is our moment," said my colleague, William Moyers, vice president of Public Affairs and Community Relations for the Hazelden Betty Ford Foundation. For 20 years, he has used his own personal recovery journey to demonstrate that addiction is best addressed as a health problem, rather than a personal or moral shortcoming. Facing Addiction in America: The Surgeon General’s Report on Alcohol, Drugs and Health provides a comprehensive summary of where the nation stands in confronting the problems of substance use, and where we need to go if we are ever to minimize the enormous human and economic costs associated with it. It's a scientific document designed to be a catalyst for winning hearts and minds. "The best of movements are powered by compassion and love," said Surgeon General Dr. Vivek Murthy. He, along with William and other leaders from around the country, spoke at a Los Angeles event—broadcast live online Nov. 17 to a nationwide audience—that served to amplify the report's release. The Epicenter of Popular Culture The setting was fitting—The Studios at Paramount in Hollywood. It signified that progress in the fight against addiction requires more than making a strong scientific appeal to policymakers back in Washington, D.C. In the end, it requires penetrating the cultural mainstream to fundamentally shift public attitudes about substance use problems and the people who experience them. It helps when the scientific standard bearer is the Surgeon General. The iconic, uniformed public figure has a medical bully pulpit that gained cultural significance in 1964, when the first Surgeon General’s Report on Smoking and Health was issued—a report, by the way, that sparked 50+ years of public health progress. It also helps when the Surgeon General partners with a hip, media-savvy nonprofit like Facing Addiction, which was responsible for the movie-studio glitz of the launch party. It helps, too, getting Dr. Oz to promote "Facing Addiction Over Dinner" the same night, as a way to encourage families to discuss the topic over their evening meal. It also helps to film celebrities and other bigwigs immediately after the report's unveiling for a 30-minute program—"Listen: Facing Addiction in America"—airing the very next night on several national television stations, including MTV, Comedy Central and VH1. A Social Cause with Momentum Real progress on addiction, as Dr. Murthy implied, requires a movement. And, indeed, one is afoot. It started 15 years ago, when my colleague William and a small group of others launched what has become known as the New Recovery Advocacy Movement. I consider myself part of that movement, and am proud that my organization—the Hazelden Betty Ford Foundation and our Institute for Recovery Advocacy—has played a leading role. Thanks to an infusion of young leaders and the urgent, tragic need presented by the nation's opioid epidemic, our movement has picked up tremendous steam in just the past three years. Now, Dr. Murthy's report legitimizes the movement—both scientifically and culturally—and also becomes a pinnacle piece of it, providing a new and lasting source of fuel for historic change.