Increase the number of calls to New Jersey’s dedicated phone line for substance use disorder when it was needed most.
Consumer Research
The sudden onset of the COVID-19 pandemic resulted in an increase in substance abuse. Throughout New Jersey, residents in every demographic were suffering from many kinds of addiction. Despite an increase in resources and the proven results of medically assisted therapy, persuading sufferers to take the step toward recovery proved challenging.
Data-Driven Rationale
A five-month multichannel paid media campaign that consisted of TV, radio, OOH, print, digital, social, and paid search focused on channels that would generate mass impressions and drive awareness. We made the creative message empathetic and relevant to all New Jersey residents and stretched our media budget to ensure an always-on presence in the state. The communications were simple, consistent, and actionable.
Measurement
Success was measured by the increase seen in call volume against benchmarks.
