The Challenge
Continue to grow and bring awareness to the Department of Healthcare Services (DHCS) and its Medicated Assisted Treatment (MAT). This phase will introduce TV into the Media Mix as well as continue to focus on Radio, Out-Of-Home, Digital and Print in both English and Spanish throughout the state.
Results
470,979,554
total campaign impressions
6,576
total TV spots aired
21,630
total radio spots aired
8,338,538
OTT Video Completions
172,495
display clicks delivered
How We Did It
As a part of the new phase, we analyzed data from California Overdose Surveillance Dashboard to identify what areas to focus on. We selected markets and counties that had the highest Annual Overdose Deaths by Rate.
From there we began to plan the campaign so it could be highly effective through radio, tv, print, out of home and digital.
We have continued to mirror the creative that has proven so successful in the past, while also growing to include a specific focus on Fentanyl as well.
