Strategy Development and Public Health Campaign
In 2021, Connecticut saw an 11+% increase in overdose deaths compared to 2020. This rise affected some communities more than others, such as residents who are Black, veterans, and/or older adults. DHMAS and its partners at CT Clearinghouse looked to refresh an existing statewide campaign, called Change the Script, to educate residents about the risks of misusing medications. Campaign elements needed to meet people where they are and be accessible to people from diverse socioeconomic backgrounds and Spanish-speaking communities.
Our challenge was multifaceted. One, we had to create a strong strategy for the campaign. Two, plan and stage the campaign and put great energy into content and creative. Three, reach specific communities of people in the state, such as veterans and older adults. And lastly, execute the entire campaign with precision.
Strategy Development and Public Health Campaign
Our team started with an in-depth strategy development process. We led a deep-dive session to explore data and understand key demographics. We also created and pitched concepts and ideas to target specific residents and for various media, budget levels, and staging options. All this background work informed a yearlong engagement strategy that we created for the project along with a detailed, tactical timeline. All campaign assets tied together with the existing campaign theme yet we folded in completely new ideas and assets. The strategy included ideas for a digital toolkit to make knowledge accessible to all communities, actionable assets for local prevention councils, a face-to-face local event plan, and a statewide media campaign to drive broad awareness. Our work included:
Watch the Campaign PSA
Strategy Development and Public Health Campaign
Strategy Development and Public Health Campaign
45,000,000+
8,700,000+
6,900,000+
4,500,000+
3,000,000+
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