Provided here is the FrameWorks addiction simplifying model, Brain Faultlines. Simplifying models are metaphorically based frame cues that fundamentally restructure the ways that people talk and reason about issues. As such, these metaphorical communications tools are useful ingredients in efforts to shift the interpretational frameworks that people access and employ in processing information. This particular simplifying model offers a powerful resource for changing how Albertans talk and think about what causes addiction.