Strategy Development and Public Health Campaign

When Connecticut needed to prioritize prevention, we created a statewide campaign to educate young people about the risks of alcohol use and action steps to stay safe

Challenge

During the COVID pandemic, patterns shifted around how people could use and access alcohol. It was driven by changes in social behavior, regulations, business mandates, and more. DHMAS and its partners at CT Clearinghouse looked to launch a statewide campaign to educate young people about the risks of alcohol use. They needed to scale the campaign quickly to respond to data and impact in communities. And given the many changes in norms caused by the pandemic, they also needed to educate adults about action steps they could take to keep young people safe. 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 three-fold. One, create a strong strategy for the campaign. Two, plan and stage the campaign and put great energy into content and creative. And three, execute the entire campaign with precision.

Strategy Development and Public Health Campaign

Solution

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 campaign concepts 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 theme Let’s #MentionPrevention. The strategy included ideas for a digital toolkit to make knowledge accessible to all communities, actionable assets for local prevention councils, and a statewide media campaign to drive broad awareness. Our work included:

Campaign strategy, concepts and theme development
Media planning for online (Spotify, YouTube, Meta, etc.) and offline campaigns (transit, local billboards)
Copy and creative for online and offline campaign elements (billboards, digital ads, etc.)
Concepts and production for a full commercial shoot and :30 PSA
Promotional products strategy, sourcing and creative
Ideas, copy and creative for a digital toolkit and content downloads on alcohol use to help make knowledge and action steps more digestible
Copy and creative for brand materials (fact sheets, pamphlets, presentations, etc.)
Timeline and budget management for the entire integrated campaign