Prescription Drug Abuse Campaign
Prescription drug abuse is a problem in Colorado, as it is in many other states. But Colorado is leading the way with a coordinated, statewide effort branded as “Take Meds Seriously” to deliver three distinct messages- Use Safely, Store Safely and Dispose of Safely. Webb Strategic won the contract from the Governor’s Office to create and execute a campaign to raise the level of public awareness surrounding this issue.
Bring a new awareness and a “call to action” to a public health issue that causes 35 deaths a month in the state.
As with many social marketing campaigns, few people know the dimension of the problem. A multi-faceted campaign was needed, but the broadcast component was employed to boost the launch phase. Partnership negotiations with the local NBC affiliate were key to stretch a tight budget. And, Governor John Hickenlooper was pitched and engaged as spokesperson for the brand’s launch. The partner station would bring strong earned media coverage to the Governor’s news conference. Other mainstream, Hispanic and online media were also pitched to maximize reach.
The resulting partnership got TV commercials produced – prior to the partnership it was assumed they would not be possible with the designated budget. The Governor’s participation helped assure news conference coverage, and sure enough, they showed. Thirty six stories resulted from TV, radio, newspaper, online media (including the NBC affiliate’s website that is ranked #1 in the state), Hispanic media and local magazines. The earned publicity value over two weeks was valued at $96,158.00.