SITUATION SET-UPRAYSAC received a state grant to combat prescription drug misuse among those 12 to 25 years old and heroin use and overdose among those 15-25 years old in their service area. The goal was reaching 50% of those 12 to 25 in the area with campaign messages, as measured by their yearly survey.
THE CHALLENGEPrescription drug abuse doesn’t have a target audience. It affects everyone from students and moms to construction workers and business professionals. So, determining how best to reach this audience and what messages would resonate with them was a significant challenge – one that research helped us define and overcome.
Beginning with conducting research and developing key messages. The insights from research were used to guide concept selection, further creative development, messaging and media strategy. While the campaign budget did not allow for TV ads, we did use a combination of media including digital banner ads, in-stream video, YouTube pre-roll, social media ads on Facebook, Instagram and Snapchat, and indoor poster ads at bars and clubs.