U.S. Attorney’s Office (USAO) of the Eastern District of Wisconsin

Opioid Awareness Campaign

Department of Justice - Two people talking

Overview

USAO contracted with CMRignite to launch a public awareness campaign to address the opioid crisis in the Eastern District of Wisconsin. The purpose of this campaign was to communicate to current users of opioids and stimulants who may be unaware of the presence of Fentanyl in the mixtures they are ingesting especially when mixed with stimulants, alcohol, and/or Benzodiazepines. People were encouraged to be aware of these issues, to exercise caution, and to seek help. Ultimately, the purpose was for people to understand that while the opioid epidemic may feel overwhelming, there are simple steps that people can take to keep themselves and their families safe and healthy.

Services Provided

Strategic Planning, Media Planning & Buying, Creative Development, Digital & Social Media, Public & Media Relations, Campaign Evaluation, Web Design

9.5M

From campaign launch to campaign end, over 9.5 million impressions were served across targeted areas.

170K

The social media ad campaign reached more than 170,000 people and earned 788 Facebook page likes in three months.

11K

Ads earned almost 11,000 post engagements and more than 16,000 clicks

Our Solution

CMRignite created a campaign that elevates beneficial messages, while also creating a sense of urgency around Opioids. For this campaign, we designed and executed a campaign firmly rooted in research and our understanding of Southeastern Wisconsin and other markets. We developed culturally competent messages that drove awareness and behavioral change. These messages were adapted to billboards, featuring the “You Are Worth It” campaign theme. The campaign also included website design, a full paid media campaign, public relations, and social media. The campaign creative consistently increased the ROI by reaching 63.3% of the target audience at least 21 times with the campaign messages. From campaign launch to campaign end, over 9.5 million impressions were served across targeted areas. The social media ad campaign reached more than 170,000 people and earned 788 Facebook page likes in three months. The average click-through rate was 1.21%, which is higher than the industry average of 1.11%. Although addiction can be a difficult topic, the ads earned almost 11,000 post engagements and more than 16,000 clicks, showing how relevant and respectful they were to the target audience.