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
[ about ]
Organization
Somerset County YMCA, in partnership with Community In Crisis
Project
“Protect. Prevent. Dispose.” Teen Opioid Addiction Prevention Awareness Campaign
Greater Somerset County YMCA partnered with local nonprofit Community In Crisis on a grant-supported 2019 opioid use/abuse prevention educational campaign. 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 could take: safely dispose of unused prescription drugs.
APPROACH & OUTCOME
The Community In Crisis team articulated the campaign goal and provided a handful of Department of Health statistics, as well as access to their third-party print vendor’s services. The challenge was to take a goal (awareness) and assorted statistics (death rates, etc.) and position these as an engaging, cohesive informational campaign that teens and their families would notice and actually read.
Greater Somerset County YMCA’s in-house creative team presented these statistics as a collection of “hard truths” under the umbrella theme “Protect. Prevent. Dispose.” and visually conveyed 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 leverage captive audiences in targeted areas within the Y’s locations in Basking Ridge, Bridgewater, Hillsborough, and Somerville. Specifically, decals were designed and placed inside locker rooms to appeal to all ages, with a focus on teen athletes and teams utilizing the YMCA during practice and competitive meets. Based on the traffic measured to the target URL and offline interactions, the Community In Crisis team reported that the campaign was successful and met their goals—and the grant reporting requirements.
KNOWLEDGE, SKILLS & TOOLS
Messaging Strategy & Project Lead
KNOWLEDGE, SKILLS & TOOLS
- Strategy: Brand Messaging | Brand Stewardship | Creative Problem-Solving | Nonprofit Marketing | Partnership Branding | Tagline Creation | Word-of-Mouth Influence
- Creative & Production: Creative Development | Creative Services Management | Creative Team Leadership
- Tools: Adobe Acrobat Pro | Microsoft Office
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