2019 “Protect. Prevent. Dispose.” Teen Opioid Addiction Awareness Campaign in Partnership with Community in Crisis
▲ locker room decal INSTALLATION
▲ facebook posts
▲ MIRROR DECAL INSTALLATIONS
▲ MIRROR & LOCKER ROOM DECAL INSTALLATIONS
[ details ]
Organization
Somerset County YMCA in partnership with Community In Crisis
Project
“Protect. Prevent. Dispose.” Teen Opioid Addiction Prevention Awareness Campaign
Role
Messaging, Project Lead
Tools & Technology
Adobe Acrobat Pro | Microsoft Word
Skills & Knowledge
Brand Messaging | Brand Stewardship | Creative Development | Creative Problem-Solving | Creative Services Management | Creative Team Leadership | Nonprofit Marketing | Partnership Branding | Word-of-Mouth Influence
Additional Credits
- Steve Clarke: Graphic design & print production
- Barbara Russo: Organic social media
- Community In Crisis: Campaign facts & figures, CTA, Print vendor relationship communityincrisis.org/prevention
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INTRO & GOAL
Grant-supported 2019 opioid use/abuse prevention educational campaign in partnership with local nonprofit Community in Crisis. The goal was to drive hyper-local awareness among teens and teen parents of drug use/abuse prevention, the dangers of opioid addiction among teens, and a simple action anyone can take: safely dispose of unused prescription drugs.
STRATEGY & PROCESS
Community in Crisis articulated the campaign goal and provided a handful of Department of Health statistics and access to their third-party print vendor’s services. The challenge was to take a goal (awareness) and assorted after-the-fact statistics (death rates, etc) and position these as an engaging, cohesive informational campaign.
SOLUTION & OUTCOME
Our in-house creative team positioned these statistics as a collection of “hard truths” under the umbrella theme “Protect. Prevent. Dispose.” and visually presented them to a Y audience using familiar Y brand colors and typeface to foster trust and confidence in the message. The call to action in the creative directed the public to the Community in Crisis website for additional information and steps to take. The joint “Protect. Prevent. Dispose.” campaign execution was designed to take advantage of captive audiences in targeted spaces within the Y’s locations in Basking Ridge, Bridgewater, Hillsborough, and Somerville. Specifically, decals were designed and placed inside locker rooms to reach all ages, emphasizing teen athletes and teams utilizing the YMCA during practice and competitive meets. The Community in Crisis team shared that the campaign succeeded based on the traffic measured to the target URL and offline interactions.