On Thursday, July 17th, during the Rural Michigan Opioid and Substance Use Summit, Madeleine McConnell, MS, LPC, CAADC, CCS, NCC, CEO of Sunrise Centre, was honored with the 2025 Rural Recovery Hero of the Year Award.
The award was presented by Joyce Fetrow, Project Director of the Northern Michigan Opioid Response Consortium (NMORC), a project of the Michigan Center for Rural Health. Joyce noted that the honor “recognizes individuals who are true advocates for substance use and opioid use disorder recovery in rural Michigan.” Recipients are celebrated for their tireless efforts to reduce stigma, expand access to treatment, and build supportive environments for individuals and families affected by substance use. Madeleine was one of 22 dedicated individuals nominated in the recovery space, each recognized for their tireless efforts to support individuals, families, and communities affected by substance use and opioid use disorder.
Madeleine exemplifies these qualities through her visionary leadership and unwavering commitment to advancing recovery services in northern Michigan. Throughout her career, she has worked to bridge gaps in care and create sustainable, person-centered solutions for rural communities.
Among her many accomplishments, Madeleine has:
- Expanded Medication-Assisted Treatment (MAT) services during the opioid crisis through the New Horizons collaboration between Catholic Human Services and Alcona Health Center.
- Co-designed and launched the Family Recovery Care Team in partnership with MDHHS and Community Mental Health, funded by the Michigan Health Endowment Fund.
- Established and led jail-based therapy and case management services in Alpena County, improving access to care for incarcerated individuals.
- Spearheaded the integration of Peer Recovery Coaches into emergency departments, EMS, and primary care through Project ASSERT and the Wellness Response Team, spanning seven counties.
- Ensured peer recovery coaches are now embedded in three hospitals, primary care practices, and in collaboration with law enforcement.
- Led a team presentation on this innovative peer recovery model at the 23rd Annual Substance Use and Co-Occurring Disorder Conference.
- Was selected as a fellow in the Health Policy Fellowship Program at the University of Michigan’s Center for Health Research and Transformation.
Since being appointed CEO of Sunrise Centre in 2023, Madeleine has guided the organization through a successful reaccreditation process, strengthened local and regional partnerships, launched a new capital campaign, and maintained a steadfast focus on high-quality, person-centered care.
Madeleine was nominated for this award by Larry LaCross, CEO of Catholic Human Services, Inc., who shared:
“Madeleine has maintained and demonstrated a deep and uncompromising commitment to her values. She is deeply committed to reducing the stigma around substance use disorder and seeing each person for the innate worth and dignity they have, no matter their circumstances. She stands up for the rights and dignity of vulnerable people, time and time again, setting a high standard for other professionals in our field. I am very proud to nominate Madeleine McConnell as this year’s Rural Recovery Hero.”
Her selection as the 2025 Rural Recovery Hero of the Year reflects not only her exceptional leadership, innovation, and advocacy, but also the lasting impact she has made in transforming recovery services across rural Michigan.
Learn more about NMORC