Project Details
Project Name
Funders’ Response to the Heroin Epidemic
Industry
Health & Wellness
Location
Cincinnati, OH
The Tri-State continues to rank high on illicit drug usage, according to data from the Ohio Department for Health. Interact for Health asked us to create a campaign of hope and support that resonates across counties.
There is no doubt that this is a complex issue. One that a campaign alone cannot solve, but hopefully by building a community of support we can help. To get started, we conducted over 440 interviews across 11 different counties surrounding the Tri-State with an array of audiences–recovery communities, nurses and doctors, church communities, elected officials, those in recovery, psychologist, prevention specialist, first responders, and even skeptics. We were in search of how to decrease stigma while increasing hope and solutions.
What we found was amazing. Together, we are stronger than addiction. Recovery thrives among a community of support. These insights launched a campaign that was executed among counties throughout the Tri-State.
Our Role
- Campaign Creation
- Collateral Design
- Go-to-Market Plan
- Integrated Campaigns
- Research
- Strategic Positioning
- Tone of Voice Development
Links
Collaborators
- Acupoll Precision Research
- MNI Targeted Media
- Platinum Marketing Group
- Big Media Creative
Previous Project
We were given 4 main campaign goals.
- Decrease stigma while increasing hope and solutions
- Support families and loved ones coping with addiction
- Create a positive community of hope for those in recovery
- Highlight solutions and progress, instead of focusing on the problem
440+ Interviews.
11 Counties Involved.
- Nurses and doctors
- Church communities
- Elected officials
- Those in recovery
- Psychologist
- Prevention specialist
- First responders
- Skeptics
Insights that Fueled the Campaign
Chronic Brain Condition
We Can All Relate to Pain
Make it Action Oriented
Recovery is Possible
“Changing the norm — The stigma surrounding addiction may prevent people from getting the help they need. Though addiction is a disease, it’s still widely viewed as a personal choice. That’s why Interact and its partners with the Funders’ Response to the Heroin Epidemic are teaming with a branding firm [Hyperquake] to create unified messaging to educate the public about the epidemic.”
sonya carrico, senior program officer, Interact for HEalth
We are making an impact.
Campaigns are performing above industry average.
Display is performing 20% higher than industry average.
Facebook is 4% higher than industry average.
CAmpaign impressions
28,542,447
Over a 3 month time period.
CAmpaign Clicks
61,124
Over a 3 month time period.
99% of the reactions to Facebook ads have been positive.
VIDEO COMPLETION RATE
4.5% higher
than the industry average.
AUdio COMPLETION RATE
4% higher
than the industry benchmark.
Our research on the campaign has shown a remarkable shift in the way people view addiction recovery.
Inspiring Hope
Well received
Unity and support
“It’s very rare to find a campaign that is as versatile to motivate and change perceptions among so many groups of people on all sides of an issue. In the case of this campaign, it manages to inspire hope, community support, and empathy.”
george brown, vp client development, acupoll
