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.
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.
_edited_edited.jpg)
Evelyn McKechnie
Campaign Director
Also a member of the 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.
Cameron Scott
General Counsel
Also a member of the Advisory Team
Cameron is a lawyer with over 30 years’ experience. One of his main areas of
practice has been professional regulation and ethics.
He has worked extensively with regulators, businesses
and individuals in various regulated sectors including
healthcare.
From 2004 to 2011 he was Executive Counsel at the Financial Reporting
Council, the UK’s independent regulator for the accountancy profession.
More recently he has advised other regulators including the Solicitors Regulation Authority,
General Dental Council, Police Authorities, the Health and Care Professions Council
and Social Work England.
Cameron is currently undertaking a part-time psychotherapy training and works as a voluntary counsellor for an addiction charity in London.
Chloe King
Researcher
Psychology undergraduate at the University of East Anglia specialising in clinical and developmental psychology.
Prior to university I held an internship as a teaching assistant and also volunteered for a local charity supporting dyslexic children. I am excited to be part of a team that is actively improving public information and access to ethical addiction recovery resources.
Michelle McGillvary
Researcher
Michelle McGillvary is dedicated to advancing ethical approaches to addiction treatment and recovery. Having overcome personal challenges with addiction, she brings both lived experience and professional insight to her work across homelessness services, recovery programs, and family support.
Currently pursuing studies in Humanities at Edinburgh College, with plans to continue in Psychology at the University of Stirling, Michelle focuses on the intersection of trauma, mental health, and systemic barriers to recovery. Her commitment is to combine academic research with compassionate, ethical practice to improve support for individuals and communities affected by addiction.
Radu Otarasanu
Digital Illustrator, Artist and Graphic Design
Radu Otărășanu is a versatile creative professional specialising in graphic design and visual storytelling. He has worked on various high-profile projects, including logos, murals, and promotional materials for cultural events. His designs for events like the "Jazz in the Park" festival in Cluj, Romania, have earned acclaim for their creativity. In addition to festival designs, Otărășanu has created murals for corporate spaces and hypermarkets, blending artistic vision with practical application.
His portfolio showcases a wide range of styles, from intricate hand-drawn illustrations to sleek modern designs, reflecting his adaptability and expertise in visual communication. His work often integrates themes of nature, music, and cultural identity,
Adelina Dragoi
Consultant
Head of Marketing
Advisory Team
Experts in the field
Our advisory team assist in problem-solving, offer mentorship to the Executive Team, 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.
Managing Director - Constantia Healthcare Group Ltd
Anthony Massourous
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.
Addiction and Trauma Therapist
Liz Martin MSc MBACP AP APM
Liz is a psychotherapist with over 20 years’ experience specialising in addiction, trauma, and codependency, and is a registered member of BACP. Liz has worked across the private, public, and third sectors, including prisons, and has helped establish new services in both public and private settings.
Liz now mainly works in private practice, while continuing to support charity sector
projects. For nearly three decades, Liz has mentored women, and this remains one
of the most grounding and rewarding parts of her life.
Liz attends the APPG on Drugs, Alcohol and Justice and has done so for several
years. For the past two years, Liz participated in the UN Women UK delegation to the UN Commission on the Status of Women.
Liz worked in frontline politics for several years, advising on campaigns and policy.
As a long-time trade unionist, she remains politically active, supporting a variety of
campaigns whose focus is peace, justice, fairness and equality. Liz is committed to
ethical practice and collective action.
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.
UK Clinical Director and Consultant Pychiatrist
RCPsych, Faculty of Addictions Psychiatry
Academic Secretary
Dr David McLaughlan
MBChB BMSc (hons) MRCPsych
Dr David McLaughlan is one of the UK’s leading addiction psychiatrists, with over a decade of frontline experience across NHS and independent drug and alcohol services. He currently serves as Academic Secretary for the Royal College of Psychiatrists’ Faculty of Addictions, supporting national guidance, education, and research to improve standards of addiction care across the UK. He is also UK Clinical Director of Clean Slate Clinic, a social enterprise dedicated to removing barriers to accessing evidence-based addiction treatment.
Over his career, David has received a number of prestigious awards, including a Research Fellowship from the Institute of Psychiatry, Psychology and Neuroscience and a joint scholarship from the Royal College of Psychiatrists and the Centre for Sustainable Healthcare, Oxford. He has also secured multiple competitive Innovate UK grants totalling over £200,000 to support the development of technology aimed at widening access to effective addiction care.
He is a frequent expert commentator for national media outlets including Elle Magazine, The Evening Standard, The Times, Vice, ITV’s This Morning, and Channel 4 News, where he consistently advocates for ethical, transparent, and evidence-led approaches to addiction care.
More broadly, his professional mission is to increase equitable access to safe, effective and value-informed treatments with a focus on the intersection of clinical ethics, innovation, and service design.