Arkansas Opioid Education Program
Addressing a real problem, head-on
Our fellow Arkansans are suffering from opioid addiction and overdose. Since 2017, 410 Arkansans have died from an opioid-related overdose. Opioid overdoses have increased by roughly 300% over the past 18 years.
Our client partner, the University of Arkansas System Criminal Justice Institute, joined a multi-agency, multi-partner, grant-funded effort to begin reducing opioid deaths. CJI focused on increasing health literacy, addressing prescription drug- and opioid-misuse disorders, and promoting the importance of calling 911 in the event of an overdose with the “Don’t Run. Call 911” campaign.
Targeting audiences in specific geographies
With target audiences and grant-directed target geographies prioritized, MHP/Team SI’s TraDigital™ omnichannel marketing approach included placements in these paid media channels:
- Out-of-home (OOH)/billboards
- Movie theater advertising
- Connected TV
- Pre-roll on YouTube
- Direct mail
- Traditional radio
- Streaming radio on Pandora and Spotify
- Digital display banners ads
- Companion banner ads
- Paid social
Creating platforms and partnerships for wider reach
In true TraDigital™ fashion, additional tactics, platforms and partnerships were developed and deployed to broaden the message’s reach to the desired audiences. Tactics included:
Tracking results to inform next steps
The ultimate result from an effort such as this is that lives are saved, and over two years, more than 300 lives have been saved in Arkansas from an opioid overdose.
We, of course, had to track results specifically related to the marketing communications campaign. Doing so helps us understand best practices for impacting human lives and inform next steps to help our client continue its good work.
Results of this particular, one-year effort included:
- 91.2 million impressions
- 187,444 impressions from Facebook content
- 80.2+ million impressions from outdoor billboards
- 1.1+ million impressions on Connected TV
- 2.8+ million impressions in theaters
- 3.9 million impressions on streaming audio
- 385,818 impressions for traditional radio
- 2,497 app downloads
- 7,396 visitors to the website
- 2.1+ million impressions on pre-roll
- 257,834 impressions click-to-download ads
- 727 clicks on CTV ad
The NARCANsas App also won a tech/innovation award from the Arkansas Governor’s Office.
Ready to put our experience in public education and awareness campaigns to work for you? Please fill out the form below!